João Azevêdo, Government of Paraíba, bets on billion-dollar investments to transform João Pessoa and Porto de Cabedelo into new international tourism hubs

Elected in 2018 and re-elected in 2022, João Azevêdo has governed Paraíba since January 2019 with an ambitious goal: to consolidate the state as one of the most competitive tourist destinations in Brazil and the world. To this end, his administration has coordinated public and private investments exceeding US$545 million, connecting culture, infrastructure, and international promotion.

Main tourism investments in Paraíba

"The Cabo Branco Tourism Hub is a 40-year dream that we realized, and now it's a reality," Azevêdo said in an interview with Travel2Latam. The initiative has a combined US$20 million government investment and US$540 million private investment, with ten hotel developments, 14,000 beds, and the creation of 21,000 jobs during its operational phase.

The space will feature resorts, a theme park, an underwater museum, a Fishing Village, gastronomy, hotels, and language schools, in addition to the Via Boulevard dos Ipês, inspired by Ariano Suassuna.

"The Hub will attract tourists from Brazil and around the world, but it will also transform the lives of many families in Paraíba with skills, employment, and income," Azevêdo said.

The Port of Cabedelo is also on that path: with US$40 million already invested in its modernization, it will become a gateway for Swan Hellenic's luxury cruises, expanding Paraíba's international presence.

Culture as a driving force for tourism

The ICMS Cultural program injects US$6.6 million into publicity projects such as “Caminhos do Engenho” and “Ações Continuadas,” promoting heritage preservation and the creative economy.

According to Azevêdo, “state government agencies are working together to transform these investments into creative and sustainable tourism experiences.”

The "Caminhos do Engenho" (Motor Trail) project allocated US$2.9 million to restore sugar mills, creating new historical and gastronomic routes, especially in Brejo. João Pessoa's Historic Center will have new uses—museums, cafes, and cultural spaces—revitalizing urban life and attracting tourists seeking authentic experiences.

Paraíba en el mapa internacional

With the Plano Brasis and the partnership with Embratur, Paraíba is gaining global exposure with itineraries that are already generating interest in the international market.

Among them are the "Encantos do Rio Paraíba" and the "Land of the Potiguaras" on the north coast, as well as the historic brejo villages of Areia and Bananeiras. Araruna attracts adventurers with its mountains and trails, while Cabaceiras remains the "Roliúde of the Northeast," comparable to the Hollywood of Los Angeles.

“Paraíba was recognized by Expedia and Booking.com surveys as the third most sought-after destination for authentic experiences in the world,” Azevêdo said.

In addition to digital promotion, the government is investing in international trade fairs such as the Lisbon Tourism Exchange, press trips, and strategic partnerships with global influencers and operators.

Paths of cold and internalization

The "Caminhos do Frio" trail in Brejo is already a phenomenon of citizen participation. The administration intends to transform it into a permanent center, enhancing the rural landscape.

"Our goal is to ensure stable tourism in Brejo, not just in winter," Azevêdo explained. To achieve this, PBTur maintains partnerships with local governments and business leaders, consolidating the events calendar and strengthening local infrastructure.

Festivals as tourism products

Events such as the Bode Rei Festival and the Festival of Light are structured as sustainable products, capable of attracting audiences and boosting the economy.

"These events preserve our identity and generate income, which is why we combine tradition and innovation with social and environmental responsibility," the governor emphasized.

Sector objectives and monitoring

In the first quarter of 2025, Paraíba recorded US$48.9 million in tourism revenue. The government seeks to expand this growth in a decentralized manner.

An intelligence center monitors visitor flow, hotel occupancy, average ticket prices, and social impact indicators, enabling strategic adjustments.

Air connectivity

Paraíba is expanding its air network to accommodate tourism growth. For 2025, Azul announced a 120% increase in flights during peak season, with 230 additional operations and 32,000 seats to João Pessoa and Campina Grande, thus strengthening connections with the Southeast and Midwest regions. This expansion follows Gol's direct flight to Buenos Aires and negotiations with LATAM and Azul to increase frequencies during peak season, driven by the expansion of the Cabo Branco Tourist Center and the CVC national convention in the capital.

On the international front, the government is negotiating with TAP Air Portugal to create a direct flight to Lisbon, based on the fact that 30% of passengers traveling from Recife to Portugal come from Paraíba. For João Azevêdo, the route to Europe is strategic for consolidating Paraíba as a global destination, strengthening the state's international promotion within the framework of the Brazil Plan.

By Mary de Aquino.
Photo: Francisco França.