PLANEJAMENTO DE CAPTAÇÃO DE RECURSOS EM EVENTOS TURÍSTICOS

Abstract

This paper analyzes strategic planning for fundraising in tourism events, highlighting its importance for destination promotion, socioeconomic development, and cultural enhancement. Fundraising is considered one of the pillars for the viability of events, requiring a clear definition of objectives, identification of the target audience, preparation of a detailed budget, and mapping of funding sources, such as private sponsorships, public resources, partnerships, and crowdfunding. The case study of the Ceará Events Center highlights the relevance of modern and versatile infrastructure to attract events from different segments, in addition to 
emphasizing direct and indirect revenues from strategic partnerships with hotels, restaurants, and tourism agencies. Marketing and market relationship strategies, such as online budgeting and digital presence, are essential to attract and retain clients. Among the challenges faced by managers are competition for resources, bureaucracy, lack of credibility, and economic changes, with transparency in management and accountability being determining factors for strengthening partnerships. It is concluded that the professionalization of management and fundraising is essential to guarantee the sustainability, social, cultural and economic relevance of tourism events, making them instruments of local development.