Fabio Machado Izar, Secretary of Economic Development and Tourism of Campos do Jordão, highlights the unity and modernization that are driving the mountain destination

The new phase of Campos do Jordão was presented during Festuris 2025, held in Gramado (RS). Fabio Machado Izar represented Campos do Jordão as Secretary of Economic Development and Tourism. With enthusiasm, he described a city undergoing a complete transformation, valuing its natural and cultural heritage while investing in innovation and intelligent tourism management.

"Our role now is to showcase all the best that Campos do Jordão has regained," said Izar, referring to the city's new phase of modernization.

Icons that strengthen destiny.

Izar emphasized that the municipality boasts unique attractions in the country. "We have the only mountain-themed Government Palace in Brazil, the largest mountain museum in the country, and the largest museum of classic cars in Latin America," he highlighted.

Furthermore, he mentioned the Beer Park, the Botanical Garden, and the Cherry Blossom Park as spaces that symbolize the city's identity and diversity.

Today, Campos do Jordão boasts 73 tourist attractions, integrated into an annual calendar of events that encompasses the four seasons of the year — spring, summer, autumn, and winter — solidifying the destination as a benchmark for mountain tourism in Brazil.

Technology and management for more efficient tourism.

The secretary revealed that the city is investing in new forms of communication and smart data.

“We are launching an app and a modern system to enhance our tourism inventory. This will allow us to better understand the city and explore new opportunities,” explained Izar.

These actions are accompanied by a strong partnership with the local tourism industry, a relationship that the secretary considers essential for the orderly growth of the region.

From the private sector to public administration.

With a solid track record in the private sector, Izar believes his business experience has been a key advantage in public administration.

"The city has never been as united as it is now. This work is for the city, not for me," he stated.

According to him, the challenge is to balance the agility of the private sector with the rigor and responsibilities of the public sector. "We try to give the public sector the speed of the private sector, always respecting its characteristics and principles," he added.

Christmas in Campos do Jordão enchants and unites the city.

One of the year's highlights is Christmas in Campos do Jordão, which in 2025 gained national and international recognition.

The secretary highlighted the fundamental role of the Lia Maria Aguiar Foundation, the main supporter of the event. "We have a great gift from God with the Foundation and with Lia Maria Aguiar, who provide such a beautiful Christmas," said Izar.

This year's edition started earlier, on October 31st, and is expected to attract 1.4 million visitors, surpassing the previous year's record.

"Today, the tourism industry is more united than ever. This explains the grandeur and beauty of our Christmas," he added.

Inclusive tourism and sustainable growth

Campos do Jordão has distinguished itself by attracting diverse types of visitors, ranging from luxury travelers to general public groups and caravans.

“Everyone is very welcome,” the secretary assured. “We renovated the entrance, built new restrooms, and created a structure that welcomes everyone with quality.”

According to Izar, around 80 buses arrive in the city daily, demonstrating the strength of mass tourism and the need for a balance between preservation and accessibility.

Regional integration and new horizons

To extend the length of visitors' stays, the city participates in the Serra do Mar project, which unites 14 municipalities in the Paraíba Valley, North Coast, and Mantiqueira Mountains.

“We are the second largest destination in the group, behind only Aparecida. Together, we represent 26 million tourists per year,” explained Izar.

The project aims to increase the average length of stay for visitors from 2.1 to 5 days, through new air connections and regional integration.

"We are receiving representatives from airlines in Chile and Argentina interested in direct flights to our region," revealed the secretary, highlighting the international strengthening of Campos do Jordão as a strategic tourist destination.

A destination that reinvents itself through unity.

Fabio Machado Izar's speech perfectly encapsulates the spirit of Campos do Jordão in 2025: a city that reinvents itself with technology, partnerships, and a love for tourism.

“Today, everyone walks together. That is the key to our success,” concluded the secretary, with the optimism of someone who believes in the power of collaboration to transform a destination into an unforgettable experience.

Reporting and photo: Mary de Aquino.