AFROCENTRIC TOURISM AND ANTI-RACIST EDUCATION: REPORTS FROM THE #AFROTURISMO HASHTAG ON INSTAGRAM

This study explores the intersections between Tourism and Racial Relations. The objective is to investigate Afrocentric tourist experiences based on Instagram social media posts. The methodological procedure employed to collect data was netnography, conducted by searching for the hashtag #afroturismo (afrotourism) on Instagram from October 2022 to February 2023. A total of 723 posts were found and analyzed thematically. The discussion of the findings was approached from a decolonial perspective, engaging with Critical Race Theory. The analysis of the main themes addressed through the use of the #afroturismo hashtag revealed a variety of contexts that extend beyond the realm of tourism. However, fundamentally, the study demonstrates that Afrotourism encompasses concepts and practices of roots tourism, afro-ethnic tourism, and the new Black Travel Movement (BTM). Among the Afro-Brazilian memory sites mentioned in the posts, the Quilombo dos Palmares Memorial Park and the city of Salvador stand out. Lastly, the accounts of Afrocentric tourist experiences and activities highlight the potential of Afrotourism as an anti-racist educational action among tourists, school groups, corporate employees, and judges, constituting one of the three possible paths in the fight against racism in Brazil, as pointed out by anthropologist Kabengele Munanga: anti-racist citizen education, laws, and affirmative actions. As a practical contribution, this research can guide public policies for Afrotourism and even initiatives within the tourism industry, in order to limit and prevent situations of ethnic-racial discrimination and/or prejudice.