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In an increasingly competitive global tourism context, territorial branding plays a key role in enhancing the visibility, identity, and resilience of regions. This study focuses on the Algarve, a region in southern Portugal, and investigates how innovation and competitiveness are reflected in its digital communication strategy. Using a mixed-methods approach, this research combines the quantitative analysis of 689 social media posts published in 2024 on Facebook, Instagram, and YouTube with the qualitative content analysis of 38 documents and the official website of Algarve. The findings reveal a coherent and visually appealing brand narrative centred on the coastal identity of the Algarve, complemented by content related to nature, gastronomy, and cultural heritage. Instagram stands out as the most engaging platform, particularly when posts adopt a participatory tone, emotional storytelling, and references to specific locations. However, only 6.4% of the content surpassed the 1% engagement threshold, suggesting limited audience connection. The website presents a broader thematic range but under-represents intangible heritage and local products.The Algarve brand successfully projects an aspirational image based on landscape and leisure but would benefit from greater content diversification, enhanced stakeholder integration, and expanded narrative strategies to strengthen digital engagement and destination competitiveness. Full article

The study has developed an online geospatial database for assessing the complexity of roadway heritage, overcoming the limitations of traditional heritage catalogues and databases: the itemization of heritage assets and the rigidity of the database structure. Reflecting the current openness in the field of heritage studies, the research proposes an interdisciplinary approach that reframes heritage databases, both conceptually and technologically. Territorial scale is key for heritage interpretation, the complex characteristics of each type of heritage, and social appropriation. The system is based on an open-source content-management system and framework called ProcessWire, allowing flexibility in the definition of data fields and serving as an internal working tool for research collaboration. Accessibility, flexibility, and ease of use do not preclude rigor: the database works in conjunction with a GIS (Geographic Information System) support system and is complemented by a bibliographical archive. A hierarchical multiscalar heritage characterization has been implemented in order to include the different territorial scales and to facilitate the creation of itineraries. Having attained the main goals of conceptual heritage coherence, accessibility, and rigor, the database should strive for broader capacity to integrate GIS information and stimulate public participation, a step toward controlled crowdsourcing and collaborative heritage characterization. Full article