Ah, São Paulo… a unique state full of incredible attractions! Whether you prefer cultural, historical or adventure tourism, the lands of São Paulo hold the perfect destinations for you. Recently, the state government released a list of experiences to live for in the state of São Paulo, and we at São Paulo Secreto – who love exploring new corners, as you can imagine – were inspired to list our favorites too.
Here are 10 unmissable experiences in SP, whether in the city or in the countryside, for all types of tourist. But let us warn you that following them all is a Herculean task. It’s impossible to see them all in one go, so get ready to travel a lot!
10 experiences to live in São Paulo
1. Taking an incredible balloon ride
Just 1h15 from São Paulo is Boituva, known as the “national capital of ballooning”. There, you can live the incredible experience of flying over the city in a balloon, with an unmissable panoramic view of the local fields and rivers. The tour is free for all ages, and at the end everyone enjoys a full breakfast or afternoon coffee, with sparkling wine for the adults. What about taking a day trip to enjoy this experience?
2. Going rafting on São Paulo’s rivers
How about appreciating São Paulo’s natural landscape, while living a super radical experience? If the idea appeals to you, our tip is to practice rafting on one of the state’s many rivers. Brotas, for example, is a highly sought-after destination for those who want to do adventure tourism and has several options. Including rafting kids, a lighter version of the sport that is perfect for children and families.
3. Contemplating the beautiful flower fields of Holambra
Also known as the “city of flowers” or “Brazilian Holland”, Holambra is one of the most unique destinations in the state of São Paulo. The city, which is the largest producer of flowers in the country, has several flowery fields open to visitors, the kind that stretch as far as the eye can see.
4. Tasting hundreds of labels on one of the best wine routes in the country
São Roque, just 50km from the capital, is known throughout the state as the “land of wine”. The city’s wine route features thirty wineries that offer unmissable tours, such as label tasting, food pairing and vineyard visits. An indispensable experience for drink lovers!
5. Participate in the biggest peão festival in the country
Barretos is about 450 km from the capital, almost on the border with Minas Gerais. The city annually hosts the Barretos Pawn Festival, the largest and most important in Brazil, a feat that has earned it the title of national rodeo capital. There are more than 1 million square meters of festival space, which this year welcomed no fewer than 900,000 people. The kind of experience you can only have in São Paulo!
6. Bathing in one of the best beaches in Brazil
Afterwards, how about a day trip to see the sea? In 2024, a Datafolha survey voted Ubatuba beach one of the best in the country, according to tourists. An award more than deserved, after all, this city in the interior of São Paulo has crystalline green waters, and is also close to the Anchieta Island State Park, a great ecological refuge in the state. If you’re looking for a relaxing experience in São Paulo, there’s no better tip.
7. Get to know the largest Marian shrine in the world
For Catholics, an unforgettable experience in São Paulo is to visit the National Shrine of Our Lady. The shrine is the largest in the world dedicated to the Marian faith and welcomes over 12 million faithful every year. This religious visit is in the city of Aparecida, in the interior of São Paulo, just 180km from the capital.
8. Enjoying São Paulo’s theme parks
Another unmissable experience in São Paulo are the theme parks. There are many, with rides and attractions for all tastes and ages! The Hopi Hari, for example, is one of the most famous in the country and offers both children’s and extreme attractions, such as roller coasters and zip lines. The Wet N’ Wild and the Thermas dos Laranjais are perfect options for cooling off in the summer; while the Animália Park une amusement park and zoological park, with lots of animals and a large environmental preservation area.
9. Participate in the largest LGBT+ parade in the world
Every year, thousands of people gather on Avenida Paulista to celebrate the pride of being who you are. We’re talking about the São Paulo LGBTQIA+ Parade, which is not content with being the biggest in the country and in Latin America, it’s the biggest in the whole world. An experience that can only be had in São Paulo, of course.
10. Relaxing in the thermal waters
Finally, for those who don’t like cold water, one of the unmissable experiences to have in São Paulo is to visit destinations with thermal waters. Águas de São Pedro, Águas de Lindóia and Ibirá are some of the towns in the interior of São Paulo that offer visitors the experience of diving into warm, medicinal waters, just a few hours from the capital.
