Historic Centre of Salvador de Bahia

Afrotourism in Brazilian World Heritage sites: challenges and opportunities emphasising a decolonial narrative

Afrotourism emerges as a transformative force in Brazilian UNESCO World Heritage Sites, challenging dominant colonial narratives by centering Afro-descendant cultural references. This study reveals that such sites—including Salvador de Bahia’s historic center and Cais do Valongo’s archaeological remains—serve as arenas for symbolic struggles to recognize Afro-Brazilian heritage, both tangible and intangible. By adopting a decolonial lens, the research demonstrates how Afrotourism can reshape heritage discourses, amplifying local community roles in reclaiming memory and cultural assets. The findings underscore the potential of Afrotourism to disrupt hegemonic narratives while highlighting its challenges, particularly in balancing preservation with inclusive representation.