Potencial cultural e turístico de Penedo - AL: perspectivas e desafios para a gestão de uma cidade criativa da UNESCO : Cultural and tourism potential of Penedo-AL: perspectives and challenges for the management of a Unesco creative city

Penedo, located in the south of Alagoas, along the banks of the São Francisco River, was designated as a National Historical Heritage site by the Instituto do Patrimônio Histórico e Artístico Nacional in 1995. Its historical site is the largest center of Baroque and Neoclassical art in the state, promoting tourism through cultural heritage. In October 2023, Penedo was included in the UNESCO Creative Cities of the World network in the category of cinema, due to its tradition in film production and national festivals that celebrate this art form. This study investigated the city's potential in the areas of the creative economy, the role of this economy in local tourism, and the challenges faced by Penedo as a member of the UNESCO Creative Cities network. A qualitative methodology was employed, including exploratory research, documentary research, participant observation, and interviews with representatives from the Municipal Secretary of Tourism and Creative Economy, the Penedo Film Circuit, the Service for Support to Micro and Small Enterprises, and the Federal University of Alagoas. The results show that Penedo has a unique cultural heritage and potential in the areas of cinema, music, literature, gastronomy, handicrafts, and popular art; however, the chosen area for candidacy was cinema, as it was the venue for the National Film Festival. The title of Creative City, achieved in 2023, along with innovations in economic, social, and environmental spheres, can contribute to the expansion of tourism, but Penedo faces challenges that require public policies to value local culture and strengthen citizenship