São Paulo, Brazil | Consolidating its Position as the Country’s Leading Tourism Hub

São Paulo, one of the 26 states of the Federative Republic of Brazil, located in the southwestern part of the country between the Atlantic Ocean and the Paraná River, the largest state of the South American nation has recorded impressive performances in the tourism sector this year, accounting for more than a third of total Brazilian tourism revenue and driving regional economic growth. 

By 2025, São Paulo is consolidating its position as the 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 the Tourism Economy Center (CIET), an amount that represents 9.7% of the state’s Gross Domestic Product. 

This increase reflects the positive momentum of Brazilian tourism, which surpassed the seven million mark for international visitors through September. 

Embratur, the Brazilian Tourist Board, federal, state - owned agency reporting to the Brazilian Ministry of Tourism 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 meetings, incentives, conferences and exhibitions (MICE) segment, a diverse flight network, and policies that encourage regional development. The destination is estimated to receive more than 50 million travellers in 2025, 2.5 million of whom will come from abroad.

The data strongly indicates the city leadership in international arrivals, with Rio de Janeiro following closely behind.

The capital of the state, São Paulo undoubtedly plays a pivotal role, the city is recognized not just an entry point but also a crucial hub for business, leisure, and gastronomy, contributing significantly to the national tourism growth strategy and serving as the country’s principal gateway for international tourism.  

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

The average hotel occupancy in the state 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 Brazilian state expands the regional distribution of the flow of visitors and the income derived from the activity.

The tourism sector’s strengthening also translates into significant investments and the creation of new jobs. 

São Paulo is a major destination for tourism investment, fueled by government support for the sector and strong indicators like its large economic contribution and high hotel occupancy. 

Key investment drivers include international marketing campaigns by Embratur, the growth of events industry, and ongoing infrastructure projects such as the R$15 billion São Paulo - Santos intercity train line designed to improve connectivity and boost tourism, and the state is also attracting private investment in areas like hospitality and new attractions.

State prograsm like CrediturSP released R$2.3 billion in financing, while the Department of Support to the Development of Tourist Minicipalities (DADETUR) allocated R$99 million to infrastructure projects.

Tourism is a significant driver of job creation in São Paulo, with the tourism sector contributing to direct employment and broader economic benefits in other industries like retail, healthcare, and education. 

The recovery and growth of Brazil’s tourism industry, which heavily involves São Paulo as the main international gateway, are creating more opportunities for local employment.

According to FecomercioSP, the main in São Paulo union entity in the commerce and services sectors, 23.000 formal jobs were created in the first half of the year. 

Link 
https://en.travel2latam.com/news-101678-so-paulo-leads-national-tourism-activity-in-2025