TY - GEN
T1 - Nation branding in a digital post-COVID world
T2 - 13th World Conference on Information Systems and Technologies, WorldCIST 2025
AU - Garcia, Jorge Esparteiro
AU - Andrade, José Gabriel
AU - Sampaio, Adriano
AU - Pereira, Manuel Joaquim Sousa
AU - da Fonseca, Manuel José Serra
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.
PY - 2026
Y1 - 2026
N2 - This paper aims to examine how Portugal and Brazil leveraged digital marketing to redefine their country brands during and after the COVID-19 pandemic. By focusing on the application of innovative digital strategies in tourism and culture, the research highlights the transformative potential of digital tools in overcoming pandemic-related challenges. Specifically, the study identifies key approaches such as the use of social media, data analytics, virtual reality, and influencer marketing that were strategically employed to maintain global engagement, foster international visibility, and support economic recovery. The results demonstrate that integrating digital marketing into country branding strategies not only sustained international recognition but also accelerated the adoption of sustainable tourism practices. By analyzing the cases of Portugal and Brazil, this paper provides actionable insights for policymakers and practitioners seeking to align tourism growth with global sustainability goals. These findings underscore the critical importance of digital transformation in enhancing the resilience and competitiveness of the tourism sector in a post-pandemic world.
AB - This paper aims to examine how Portugal and Brazil leveraged digital marketing to redefine their country brands during and after the COVID-19 pandemic. By focusing on the application of innovative digital strategies in tourism and culture, the research highlights the transformative potential of digital tools in overcoming pandemic-related challenges. Specifically, the study identifies key approaches such as the use of social media, data analytics, virtual reality, and influencer marketing that were strategically employed to maintain global engagement, foster international visibility, and support economic recovery. The results demonstrate that integrating digital marketing into country branding strategies not only sustained international recognition but also accelerated the adoption of sustainable tourism practices. By analyzing the cases of Portugal and Brazil, this paper provides actionable insights for policymakers and practitioners seeking to align tourism growth with global sustainability goals. These findings underscore the critical importance of digital transformation in enhancing the resilience and competitiveness of the tourism sector in a post-pandemic world.
KW - COVID-19
KW - Digital strategic communication
KW - Marketing
KW - Place branding
KW - Tourism
UR - https://www.scopus.com/pages/publications/105020756280
U2 - 10.1007/978-3-031-97799-2_34
DO - 10.1007/978-3-031-97799-2_34
M3 - Conference contribution
AN - SCOPUS:105020756280
SN - 9783031977985
VL - 5
T3 - Lecture Notes in Networks and Systems
SP - 425
EP - 433
BT - Emerging trends in information systems and technologies
A2 - Rocha, Alvaro
A2 - Adeli, Hojjat
A2 - Poniszewska-Maranda, Aneta
A2 - Moreira, Fernando
A2 - Bianchi, Isaias
PB - Springer Science and Business Media Deutschland GmbH
Y2 - 15 April 2025 through 17 April 2025
ER -