The state of São Paulo will consolidate itself in 2025 as the main center of tourist activity in Brazilbeing responsible for approximately 34% of national income of the sector, with a turnover of R$ 340 billion. This dynamism is a fundamental pillar for the country, which has already exceeded its annual goal by receiving more than 7 million international tourists between January and September, setting a new historical record.
The state is not only the main gateway for foreign visitors, but also the economic engine of the sector. The R$ 340 billion mobilized represent a 9.7% of state GDP and reflect solid and sustained growth. Until September, São Paulo had received 2,016,637 international visitorsan increase in 23,3% compared to the same period in 2024, confirming a growth trend that was also observed nationally.
The numbers of a historic year
More than numbers: employment, investment and hotel occupancy
The tourism boom translates into job creation and large investments. In the first semester alone, 23,000 formal jobs in the sector within the state. State incentive programs have been key: the CrediturSP has already granted R$ 2.3 billion in creditwhile transfers from It will be given they added R$ 99 million for tourist infrastructure works.
The hotel industry is also experiencing a positive moment. The average hotel occupancy rate in the state it reached 58,6% in the first semester, which represents a 14% increase compared to 2024. Big events, like the São Paulo Formula 1 Gran Premiocontinue to contribute significantly, with a economic impact estimated at R$ 1.96 billion.
A strategy that connects the world with São Paulo
Growth is driven by the segments of business and events (MICE)the air connectivity and policies that promote internalization of tourism. “São Paulo maintains leadership in business tourism and expands international presence through connectivity and regional promotion policies,” he states. Toni Sandoexecutive president of Veja São Paulo Convention Bureau.
The promotion strategy includes international roadshows and direct alliances with tourism operators in the most important source markets. “We have a very important promotion plan in the last two years, which is already giving results,” he stated. Roberto de LucenaSecretary of Tourism of the state, highlighting that associations with Argentine operators, for example, generated significant growth in the flow of tourists.
Main issuing markets for São Paulo (ene-sep 2025)
- USA: 318,884 visitors
- Argentina: 308,672 visitors
- Chile: 133,025 visitors
- Germany: 76,959 visitors
- Portugal: 73,350 visitors
Infrastructure and diversification: the bases of success
The solid infrastructure of the state is one of the keys to absorbing this growth. «In São Paulo, today we have a supply greater than demand. Even without new investments this year, we would already be prepared to absorb this increase in tourist flow,» says Lucena.. The state has 9 of the 10 best roads in the country and has structured 47 tourist regions.
Diversification is another priority. With 70 tourist stays y 140 municipalities of tourist interest (with plans to add 70 more), São Paulo expands the regional distribution of visitors and the income generated by the activity. Initiatives like the “Agenda Viva SP”which foresees 3,000 medium and large-sized events, and the “Tourism Academy”with 22,000 vacancies in courses, qualify the workforce and boost the economy throughout the state territory.
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