The reproduction of the beautiful city by the 2014 World Cup tourism
advertising campaign and the intensification of social and racial spatial segregations

The reproduction of the beautiful city by the 2014 World Cup tourism
advertising campaign and the intensification of social and racial spatial segregations

Submission ID:

60

Fortaleza is a city in northeastern Brazil with almost 3 million inhabitants with a population of almost one million slum dwellers, the largest part of which is black people. The city presents a concentrated the largest slums in the country, registering an area of intense urban violence. Fortaleza is known for its beach tourism which led to the slogans of beautiful Fortaleza of tourism marketing in that city. After 1970, the urban conformation of the seafront of the city was regulated by tourism policies followed by a policy of removing the populations of fishermen and street traders from the beach region. Large neighborhoods distant from the urban center were formed with strong spatial segregation with bases on social and racial parameters.
At the first decade of the 21st century the city urban expansion due to the sign of tourism entered a deep crisis. It was the exhaustion of an urban tourist policy model aggravated by reports of trafficking in women.
The Football World Cup represented a great possibility of reactivating the tourism real estate market and the urban reorganization of the city with the promise of new constructions and mainly a large football stadium new international airport and metro system. The public works and the electoral programs were organized for four years that preceded the world cup. The prospect of opening new services and jobs to the city was exaggerated.
The tourism effect as an urban policy that occupied the coastal areas was internalized by the stadium, airport and transport system and affected at least 500 thousand people following the same pattern of previous reforms. Space segregations were multiplying and reorganizing for four intense years that precede the World Cup. The results are that the works have not been fully completed to date. The article summarizes what urban policies around the World Cup represented in terms social and spatial segregation consequences based on markers of social class and black population.

Corresponding Author

Henrique Cunha Junior

FAU-UFBA. Universidade Federal da Bahia.

Author #1:

Henrique Cunha Junior.

FAU-UFBA. Universidade Federal da Bahia

Author #2:

Author #3:

Author #4:

Preferred Track

7. Urban competitiveness and social challenges

Second Preferred Track

9. The Syndrome of Grand Projects: contamination processes between North-South, West-East, Global-Local

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