São Paulo leads national tourism activity in 2025

By 2025, São Paulo will consolidate its position as the country's leading tourism hub, accounting for approximately 34% of the sector's total revenue, equivalent to R$340 billion, according to data from the Tourism Economy Intelligence Center (CIET). This amount represents 9.7% of the state's Gross Domestic Product.

The increase reflects the positive momentum of Brazilian tourism, which surpassed the seven million mark for foreign visitors through September. Embratur also highlighted that international revenue reached US$4.2 billion in the first half of the year, a 12.9% increase compared to the previous year.

The state's expansion is primarily driven by the corporate and events (MICE) segments, a diverse flight network, and policies that encourage regional development. The destination is estimated to receive more than 50 million travelers in 2025, 2.5 million of whom will come from abroad.

The United States, Argentina, Chile, Germany, and Portugal are among the main tourist sources. As of August, 1.5 million international visitors had been recorded, with a predominance of North Americans and Argentines.

The sector's strengthening also translates into new jobs and significant investments. According to FecomercioSP, 23,000 formal jobs were created in the first half of the year. State programs like CrediturSP released R$2.3 billion in financing, while Dadetur allocated R$99 million to infrastructure projects.

The average hotel occupancy rate reached 58.6% in the first six months of the year, a 14% increase compared to 2024. Major events, such as the Formula 1 Grand Prix, continue to generate significant economic impacts, estimated at R$1.96 billion.

With 70 tourist resorts and 140 municipalities of tourist interest, the state expands the regional distribution of the flow of visitors and the income derived from the activity.