LGBT+ Tourism Expo: Saulo Santos bets on a historical itinerary for inclusion in São Luís

At the 4th LGBT+ Tourism Expo, held on the 24th at the Hotel Unique São Paulo, Saulo Santos, Municipal Secretary of Tourism of São Luís, was present once again to demonstrate how the capital of Maranhão has positioned itself as a benchmark for inclusion and diversity in national tourism. This is São Luís's third participation in the event, reinforcing the city's commitment to investing in public policies geared toward the LGBT+ community.

“It’s very good for São Luís, where the city government, through the Municipal Tourism Department, has been investing more and more in this public policy,” highlighted Saulo Santos.

A script born from a story of struggle

Among the highlights presented by Santos is the development of a new tourist product: a tour of the Historic Center that starts from a symbolic fact — the first recorded case of homophobia in Brazil, which occurred in São Luís with Tibira do Maranhão, an indigenous person of the Tupinambá ethnic group, in 1614.

“The Secretariat is working on mapping this history so that we have a foundation and can create a roadmap that unites memory and experience,” explains the secretary.

The proposal isn't limited to isolated events. The new itinerary seeks to highlight narratives of minorities who shaped the region's history. One example is the bohemian lifestyle of the Historic Center, which still houses the so-called "low prostitution" zone, a red-light district that will be explored as a living memory of resistance and survival.

"We don't want to portray this as a bad thing. Quite the opposite. We want to tell the story of these women's struggles, their experiences, how they work, what their daily lives are like, each one's story," she explained.

From exploration to inclusion: tourism with a purpose

The proposal is clear: to transform old narratives of exploitation into paths of awareness. The experience goes beyond the tour—it's sensorial, social, and memorial. Behind each stop, a story that combats prejudice and promotes empathy.

"You take tourism, which was once a form of exploitation of women's bodies, and transform it into historical, social tourism. So that people can understand, connect, and create a sense of appreciation for the work and history of these people," Santos emphasizes.

Training: the secret to transformation

Recognized as one of the most important figures in Brazilian tourism, Saulo Santos makes no secret of the fact that São Luís's success also depends on training and data. With a city previously marked by high levels of violence, change came from within: from the community, the tourism industry, and the creation of new products aligned with real needs.

"All the work was built with an emphasis on training the workforce, preparing the community and the trades, creating itineraries, and promoting and publicizing information based on real data. This directly impacts the economy and, most importantly, the quality of life for residents and the tourist experience," he concludes.

São Luís as a destination for diversity

The proposal presented at the LGBT+ Tourism Expo reinforces the role of tourism as a tool for social transformation. By reliving stories that still echo in the cobblestone streets of the Historic Center, São Luís demonstrates that inclusion, memory, and the economy can go hand in hand—and serve as an example for other cities in Brazil.

Report and photo: Mary de Aquino.