Discovery São Paulo

São Paulo, Brazil’s most populous state, is a dynamic and influential region that drives the country’s economy, culture, and innovation. Located in southeastern Brazil, São Paulo State is home to over 45 million people and encompasses diverse landscapes, from vibrant urban centres to picturesque countryside.

At the heart of São Paulo State lies its capital city, São Paulo, one of the largest cities in the world. This bustling metropolis is a melting pot of cultures, offering a rich tapestry of culinary delights, artistic expressions, and architectural wonders. São Paulo City boasts iconic landmarks such as the São Paulo Museum of Art (MASP), the historic Paulista Avenue, and the bustling Mercado Municipal, where visitors can sample various Brazilian delicacies.

Beyond the capital, São Paulo State is dotted with charming towns, verdant hills, and pristine beaches along its extensive coastline. Cities like Campinas, Santos, and São José dos Campos are vibrant economic centres with thriving technology, agriculture, and manufacturing industries. Meanwhile, coastal destinations like Ubatuba, Ilhabela, and São Sebastião attract visitors with stunning beaches, lush rainforests, and water sports opportunities.

São Paulo State is also renowned for its agricultural prowess. It produces a significant portion of Brazil’s crops, including sugarcane, oranges, and coffee. The state’s interior is dotted with vast farmlands, while regions like the Vale do Paraíba and the Ribeira Valley are known for their scenic beauty and ecological diversity.

Culturally, São Paulo State is a treasure trove of traditions, festivals, and historical heritage. From the vibrant celebrations of Carnival to the religious processions of Easter, the state’s calendar is filled with colourful events that reflect its multicultural roots and religious diversity.

Innovation and education are also central to São Paulo’s identity, with prestigious universities, research institutions, and tech companies driving science, technology, and entrepreneurship advancements.

São Paulo State is a dynamic and multifaceted region that encapsulates the spirit of Brazil, offering a blend of urban sophistication, natural beauty, and cultural richness that captivates visitors and residents alike.

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Agriculture in the state of São Paulo plays a crucial role in Brazil’s economy, contributing significantly to the nation’s agricultural output and export revenue. Situated in the southeastern region of Brazil, São Paulo State boasts diverse agricultural landscapes ranging from fertile plains to rolling hills, providing an ideal environment for a wide range of crops and livestock.

One of the primary agricultural activities in São Paulo is sugarcane cultivation. The state is Brazil’s largest sugarcane producer, fueling the country’s booming ethanol industry and serving as a major player in the global sugar market. São Paulo’s sugarcane fields stretch across vast expanses of land, particularly in regions like the Ribeirão Preto and São José do Rio Preto, where favourable climate and soil conditions prevail.

Additionally, São Paulo is a prominent producer of oranges and citrus fruits, accounting for a significant portion of Brazil’s citrus production. The state’s citrus groves, particularly in regions like the Sorocaba Valley and the São Paulo West, yield high-quality oranges for juice extraction, fresh consumption, and processing into byproducts such as essential oils and flavourings.

Other notable agricultural activities in São Paulo include coffee cultivation, soybean production, and livestock farming. São Paulo State is one of the leading coffee-producing regions in Brazil, with coffee plantations dotting the landscape in regions such as the Mogiana and Paraíba Valley. Soybeans are also grown extensively in the state, particularly in the western regions, contributing to Brazil’s status as one of the world’s top soybean exporters.

Livestock farming is another important agriculture sector in São Paulo, with cattle, poultry, and swine being raised for meat production. The state’s livestock industry is concentrated in various regions, with feedlots, ranches, and poultry farms contributing to São Paulo’s agricultural output and food security.

Despite facing challenges from land degradation, urbanization, and climate change, São Paulo’s agriculture continues to thrive due to investments in technology, research, and sustainable farming practices. As a key player in Brazil’s agricultural sector, São Paulo State plays a pivotal role in meeting domestic food demand, driving economic growth, and contributing to the nation’s global agricultural prominence.

Photo: Rodrigo Jacob


São Paulo has the most varied and largest population in Brazil: around three million immigrants of 70 nationalities. The state is heavily focused on business and has plenty of cultural features, especially in the capital, the financial heart of Brazil and South America’s most populated metropolis.

MASP (São Paulo Art Museum), the Pinacoteca do Estado and the Latin America Memorial are just a few of the city’s cultural highlights. As it is known locally, Sampa also has plenty of parks, such as the Ibirapuera, diverse markets dotted about its neighbourhoods, and nightlife seven nights a week.

The people of São Paulo, Brazil, reflect the vibrant diversity and dynamic energy of one of the world’s largest and most cosmopolitan cities. With a population exceeding 12 million in the city alone and over 45 million in the entire state, São Paulo is a melting pot of cultures, ethnicities, and backgrounds.

Paulistanos, as residents of São Paulo are known, come from all corners of Brazil and the world, creating a rich tapestry of traditions, languages, and customs. From the descendants of European immigrants who settled in São Paulo during the late 19th and early 20th centuries to the influx of migrants from other Brazilian states seeking economic opportunities, the city’s population reflects Brazil’s diverse heritage and history of migration.

São Paulo’s residents are known for their resilience, entrepreneurial spirit, and hustle. The city’s bustling streets, lively markets, and thriving business districts epitomize the fast-paced urban lifestyle that defines São Paulo. Whether working in finance, technology, fashion, or the arts, Paulistanos are driven by ambition and a relentless pursuit of success.

Despite the frenetic pace of life, São Paulo’s people also value community, connection, and cultural expression. Neighborhoods like Vila Madalena and Liberdade are vibrant hubs of creativity and diversity, where residents gather to celebrate art, music, food, and festivals. From samba and bossa nova to street art and gastronomy, São Paulo offers a kaleidoscope of cultural experiences that reflect the city’s eclectic spirit.

São Paulo’s residents are also known for their passion for football. The city is home to some of Brazil’s most storied football clubs, such as Corinthians, Palmeiras, and São Paulo FC. Football is more than just a sport in São Paulo; it’s a way of life that brings people together, fosters camaraderie, and ignites fierce rivalries.

Ultimately, the people of São Paulo embody the city’s motto: Non duco (“I am not led, I lead”). With their resilience, diversity, and determination, Paulistanos shaped São Paulo into a global metropolis with life, opportunity, and endless possibilities.

Foto: Jose Cordeiro/SPTuris


The city is recognised as Latin America’s gastronomic capital and boasts top-notch international restaurants and great regional options.

Gastronomy in São Paulo is a dynamic and diverse culinary scene that reflects the city’s multicultural heritage and cosmopolitan vibe. As one of the world’s largest and most ethnically diverse cities, São Paulo offers a gastronomic journey like no other, with a tantalising array of flavours, cuisines, and dining experiences waiting to be discovered.

The city’s culinary landscape is a melting pot of influences from around the globe, brought by immigrants from Europe, Asia, the Middle East, and beyond. From Italian trattorias and Japanese sushi bars to Lebanese mezze and Brazilian churrascarias, São Paulo’s dining scene celebrates cultural diversity and culinary innovation.

One of the hallmarks of São Paulo’s gastronomy is its vibrant street food culture. The city’s bustling markets, food fairs, and food trucks offer an eclectic mix of traditional Brazilian snacks and international delights. From coxinha (deep-fried chicken dumplings) and pastel (crispy pastry filled with various fillings) to acarajé (fried bean cakes) and esfiha (Middle Eastern pastries), São Paulo’s street food scene is a feast for the senses.

For those seeking fine dining experiences, São Paulo boasts an impressive array of award-winning restaurants helmed by renowned chefs. From Michelin-starred establishments to hidden gems tucked away in residential neighbourhoods, São Paulo offers culinary delights to suit every palate and occasion. The city’s diverse dining options cater to various tastes and preferences, from innovative tasting menus to comforting home-cooked meals served in family-run eateries.

São Paulo is also known for its vibrant bar culture, with countless bars and botecos (traditional Brazilian bars) dotting the cityscape. Whether enjoying a caipirinha (Brazil’s national cocktail) at a trendy rooftop bar or sampling craft beers at a hip gastropub, São Paulo offers endless opportunities for socialising, unwinding, and indulging in delicious drinks and snacks.

In summary, São Paulo’s gastronomy reflects the city’s dynamic spirit, cultural diversity, and passion for food. From humble street stalls to upscale dining establishments, São Paulo offers a culinary adventure that celebrates the best Brazilian and international cuisine, making it a paradise for food lovers and gastronomes.

Photo: Arquivo FF


In addition to the roughly 620km of beaches like Guarujá and Ubatuba, São Paulo offers rural and ecotourism in places such as the Serra do Mar and Serra da Bocaina National Parks.

Tourism in the state of São Paulo offers diverse attractions that cater to various interests, from vibrant urban experiences to serene natural landscapes. As Brazil’s most populous state and economic powerhouse, São Paulo boasts a wealth of cultural, historical, and recreational offerings, making it a compelling destination for travellers.

At the heart of São Paulo’s tourism is its capital city, São Paulo, a bustling metropolis renowned for its dynamic energy, world-class museums, and vibrant cultural scene. Visitors can explore iconic landmarks such as the São Paulo Museum of Art (MASP), the historic Paulista Avenue, and the bustling Mercado Municipal, where they can sample various Brazilian delicacies.

Beyond the capital, São Paulo State offers an abundance of natural beauty and outdoor adventures. The state has stunning beaches along its extensive coastline, including popular destinations such as Ubatuba, Ilhabela, and Santos. Inland, visitors can explore picturesque towns nestled in the Serra da Mantiqueira and Serra do Mar mountain ranges, offering hiking, birdwatching, and ecotourism opportunities.

São Paulo State is also rich in cultural heritage, with charming colonial towns such as Embu das Artes, São Luiz do Paraitinga, and Paranapiacaba that transport visitors back in time with their cobblestone streets, historic churches, and traditional crafts markets. Additionally, São Paulo’s countryside is dotted with vineyards and wineries, allowing wine enthusiasts to sample locally produced wines and learn about the region’s winemaking traditions.

For those interested in gastronomy and nightlife, São Paulo State is a culinary paradise with a thriving restaurant scene, lively bars, and bustling food markets. Visitors can indulge in traditional Brazilian dishes, international cuisine, and innovative creations, making São Paulo a gastronomic destination par excellence.

Whether exploring the vibrant streets of São Paulo City, relaxing on the coast’s beaches, or immersing oneself in the culture and history of its charming towns, São Paulo State offers a wealth of experiences that promise to captivate and inspire travellers from near and far.

Photo: Marcos Bonello


The beaches of São Paulo State offer a stunning coastal escape, featuring a diverse range of landscapes, activities, and atmospheres that cater to every beachgoer’s preferences. Stretching along the state’s extensive coastline, São Paulo’s beaches boast golden sands, crystal-clear waters, and picturesque settings that rival those of Brazil’s more famous coastal destinations.

One of the highlights of São Paulo’s beaches is the charming town of Ubatuba, known for its pristine beaches, lush rainforests, and vibrant surf culture. With over 100 beaches to explore, Ubatuba offers something for everyone, from secluded coves and tranquil bays to famous surf spots and bustling waterfront promenades. Visitors can relax on the white sands of Praia Grande, snorkel in the turquoise waters of Praia do Cedro, or hike through the lush vegetation of the Serra do Mar State Park.

Further south, the island of Ilhabela beckons with its rugged coastline, lush landscapes, and idyllic beaches. Accessible by ferry from São Sebastião, Ilhabela boasts over 40 beaches, each with unique charm and character. Whether lounging on the sands of Curral Beach, exploring the hidden coves of Bonete Beach, or windsurfing in the pristine waters of Perequê Beach, visitors to Ilhabela are spoiled for choice when it comes to beach activities.

Closer to the city of São Paulo, the coastal towns of Santos and Guarujá offer convenient beach getaways for urban dwellers and visitors alike. Santos is known for its extensive beachfront promenade, the largest in the world, where visitors can stroll, bike, or rollerblade along the waterfront while enjoying panoramic ocean views. Meanwhile, Guarujá boasts beautiful beaches such as Enseada, Pitangueiras, and Pernambuco, which attract sunseekers with their soft sands, clear waters, and vibrant beachfront scene.

In addition to sunbathing and swimming, São Paulo’s beaches offer a wealth of activities for outdoor enthusiasts, including surfing, stand-up paddleboarding, kayaking, and beach volleyball. With its diverse coastal offerings and natural beauty, São Paulo State’s beaches provide the perfect setting for relaxation, recreation, and unforgettable seaside adventures.

Frequently asked questions about Sao Paulo

Some of the most frequently asked questions about this wonderful destination

The capital of São Paulo is São Paulo.
São Paulo area is 248,219.485 km².
São Paulo population is 44,411,238 inhabitants (2022).
A person born in São Paulo is "paulista."
The dialing codes for São Paulo are 11, 12, 13, 14, 15, 16, 17, 18, and 19.
São Paulo shares borders with Minas Gerais, Mato Grosso do Sul, Paraná and Rio de Janeiro.

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