São Paulo accounts for 43.4% of the revenue generated by international tourism in Brazil, according to estimates by the Tourism Economy Intelligence Center (Ciet), based on data from the Central Bank. The data was presented by the Secretary of Tourism and Travel of the State, Ana Biselli Aidar, during the opening of Abav Expo 2026. The State receives more than 50 million tourists per year, but the strategy now is to stimulate the distribution of this flow to destinations in the interior and on the coast.
The proposal presented by Setur-SP is to position the State not as a single destination, but as a combination of experiences that brings together the capital, coast, mountains, nature, culture and thematic routes linked to products such as wine, coffee, cachaça, beer and cheese. Connectivity is pointed out as one of the main pillars for this strategy: Guarulhos Airport connects São Paulo to more than 100 national and international destinations, while the Port of Santos receives dozens of international cruises per season.
In addition to infrastructure and product diversity, the São Paulo strategy includes inclusive tourism initiatives and greater integration among professionals in the sector. Setur-SP highlights the role of travel agents, operators, hotels, attractions, guides, communities and other companies in transforming different territories into marketable experiences. The intention is to expand the stay of visitors in the state and make the economic benefits of international tourism be distributed to a greater number of destinations in São Paulo.
