SÃO PAULO: CITY OF THE WORLD Facts and figures of business, events, travel and tourism in the city of

1 2

Altino Arantes Building. Caio Pimenta, 2008 SÃO PAULO: CITY OF THE WORLD Facts and figures of business, events, travel and tourism in the city of São Paulo

This is a publication produced in partnership by São Paulo Turismo (SPTuris), through its Observatory of Tourism and Events, São Paulo Convention & Visitors Bureau (SPC & VB) and with the support of the Brazilian Union of Trade Fairs Promoters (UBRAFE), which gathered primary research data and secondary partner data for the formulation of this document. More information: [email protected] or [email protected].

Cover photos: Júlio Prestes Station and Museum of Art of São Paulo. José Cordeiro, 2017

PARTNER INSTITUTIONS

Brazilian Association of Bars and Restaurants Ministry of Tourism (ABRASEL) (MTUR)

Brazilian Association of Hotel Industry World Tourism Organization (ABIH) (OMT)

Latin American Association of Road Managers São Paulo Convention & Visitors Bureau Gens and Corporate Events (ALAGEV) (SPC & VB)

Brazilian Central Bank Municipal Secretary of the Treasury of São Paulo (BACEN) Union of Vehicle Rental Companies Brazilian Airport Infrastructure Company (INFRAERO) of the State of São Paulo (SINDLOC) Forum of Hotel Operators of (FOHB) Union of Companies for the Promotion, Organization and Assembly of Fairs, Congresses and Events of the Economic Research Institute State of São Paulo (SINDIPROM / SP) (FIPE) SOCICAM - Bus Terminals and Representations System of Data Analysis State Foundation (SEADE) Brazilian Union of Trade Fair Promoters GRU Airport (UBRAFE)

Brazilian Institute of Geography and Statistics Viracopos Airports Brazil (IBGE) World Travel & Tourism Council (WTTC)

The Observatory of Tourism and Events/ SPTuris clarifies that some data published in previous publications may have undergone changes due to methodological revisions, data grouping and adjustments in projections over the analyzed period, in view of the adequacy of the tourism market. Some data for 2017, not indicated, are not yet available from official sources.

3 The secret of managing anything is to measure, as the management’s father Peter Drucker once said. And this statement has never been so current. In present times, from giants who are born as startups and conquer the market from an efficient data analysis, having numbers and information handy and reliably has never meant so much.

In the tourism industry this is even more true. Where is a market that essentially cares for people’s desire and experience if they do not know who they are and what they want? Likewise, if you do not know the size and potential of your offer, what is the possibility of achieving efficiency in promoting a product, service or even a destination?

For this reason, the tourism market of the capital of São Paulo has reunited. Thus, São Paulo Turismo (SPTuris) and São Paulo Convention & Visitors Bureau (SPCVB) are launching this valuable dossier, with important data from the city’s travel, tourism and events sector.

This document was made from the elements collected in the various surveys, studies and data analyzes carried out over the last years by the Observatory of Tourism and Events of São Paulo, SPTuris recognized and award- winning market intelligence team, and all information of the SPCVB Research Coordination, specialized in the segment of events, with the collaboration of several other organizations.

From this unique report will be possible to have a real parameter of activity, supply and tourist demand in the city of São Paulo. In this way, everyone can speak the same language and act more assertively around the growth of the market in the state capital.

Let’s go together for the growth of São Paulo travel industry.

Best wishes,

David Barioni Neto, President São Paulo Turismo S/A 4 Municipal Theater. José Cordeiro, 2017 São Paulo is immense and plural. Immense by its extension, with more than 1,5 thousand km2, population of 12 million people and one of the largest GDP of the world; And plural by the variety of cultures and ethnic groups, alternatives of leisure and entertainment, as well as events of different sizes and typologies.

São Paulo deserves numbers that represent, in fact, its greatness. After all, there are several segments in which the capital of São Paulo is a reference: business, events, economy, entrepreneurship, hotels, gastronomy, transport, studies, research, commerce, sports, health, technology and more.

Then, having consolidated and always updated numbers is essential for the work carried out by the São Paulo Convention & Visitors Bureau, among other entities, to “sell” São Paulo. Day by day, it is necessary to present the capital to promoters of world events, with the purpose of capturing new associative and corporate meetings, which revolve the entire tourism, events and travel chain.

São Paulo is the capital of events. There are many examples that prove this maxim: Book Biennial, Car Show, Carnival, Cultural Turn, March for Jesus, LGBT , Art Biennial, Formula 1 Brazillian GP, Couromoda, Hospital, APAS Show and São Paulo Fashion Week, which together attract millions of participants each edition.

Trusted figures can help in several areas: in decision making, during the process of gathering events; For new investments, national or international; To receive more visitors; Attend the press precisely; And so that the sector itself has a real knowledge of its business.

Therefore, this project, carried out in partnership with São Paulo Tourism and its research team, the Observatory of Tourism and Events, and the active participation of the SPCVB and other entities, will start a new era for the sector, in which the numbers will be another form of unification of the players to work in an integrated way and focused on a common good: the development of destiny.

Toni Sando, Executive President São Paulo Convention & Visitors Bureau 5 Chá Bridge. Jefferson Pancieri, 2015 Summary

Introduction p.8 Enjoy Sao Paulo p.9 Numbers of Tourism p.10 Tourists profile p.12 Business Trade Shows p.14 Congresses and Conventions p.16 Means of Lodging p.18 Culture and Leisure p.19 Mobility p.22 Gastronomy p.26 Finance p.28 Health and Wellness p.29 Shopping p.30 Official Tourism Data p.32

Centro de São Paulo. José Cordeiro, 2017 6 7 Introduction

Fascinating, São Paulo is a superlative metropolis in everything, including diversity. An effervescent cauldron of styles and cultures where people of over 190 nationalities live and also a great entertainment center: there are more than 140 theaters, 115 cultural centers and 158 museums, as well as numerous nightclubs of the most diverse styles for one of the most The planet. Not to mention the shopping - with about 53 malls and dozens of shopping streets. And in gastronomy - there are over 20 thousand restaurants, with 52 kinds of cuisine from all over the world. For this reason, it is well worth discovering this global city, full of knowledge, trends, smells and colors.

Whatever the style, the city has a lot to offer. São Paulo is tailor made for you. Experience, discover, turn up your senses and surprise yourself in this city that is the world!

8 São Paulo Downtown. José Cordeiro, 2016 To like São Paulo is to experience infinite possibilities, to live the present intensely, to breathe culture, to be inserted in what is most modern, to meet people from all over the world, to be creative, innovative and global in a special way: with Brazilian seasoning. Enjoy São Paulo!

Aerial view of São Paulo. José Cordeiro, 2017

City technical map

• Foundation: January 25th, 1554;

• Location: Southeastern Brazil;

• Distance from the coast: Guarujá (88 km), Ilhabela (204 km), Santos (72 km);

• Population of the metropolitan region: 21.24 million inhabitants;

• Municipal population: 12.04 million inhabitants;

• Area: 1,521 km²;

• Language: Portuguese;

• Telephone Code: Brazil (55); São Paulo (11);

• Altitude: 750 meters up the sea level;

• Relative Humidity: 78% (annual average);

• Climate: Temperate Tropical - average 22ºC to 27ºC (summer) and 15ºC to 21ºC (winter);

• Predominant Religion: Catholic;

• Currency: Real (R$/BRL);

• Time Zone: GMT - 3 hours. IBGE, 2017. 9 Tourism numbers Everything is great in Sao Paulo and the tourism industry numbers would not be different: the city’s revenue from tourism is equivalent to the GDP of Jamaica or Nicaragua. In addition, nearly half a million people benefit from jobs in the industry that drive more than 50 economic activities.

14,9 52 MILLIONS OF TOURISTS Sectors of IN SÃO PAULO 20161 economy RELATED TO tourism2 2,5 millions of international 1 MANAGEMENT tourists 2016 TRAVEL AGENCIES AND TOURISM FOODS ARCHITECTS 12,4 WHOLESALERS millions of domestic DRINKS 1 FUELS tourists in 2016 CIVIL AND NAVAL CONSTRUCTION DECORATIONS ENTERTAINMENT BRL 11,4 ENERGY billions in tourism EQUIPMENTS 1 MANUFACTURE OF AIRCRAFT receipts in 2016 FINANCIAL HOSPITALITY COMPUTING 2% LAUNDRY PERCENTAGE OF TOURISM LESSONS 2 WOOD ACTIVITIES IN THE CITY GDP MINING PLASTICS METAL PRODUCTS CHEMICALS 9,6% RESORTS PERCENTAGE OF TOURISM 3 RESTAURANTS ACTIVITIES IN THE BRAZILIAN GDP SANITATION SAFETY GRAPHIC SERVICES TEXTILES CONVEYORS 455 and more... THOUSAND JOBS3

1. Estimate of the Observatory of Tourism and Events / FIPE / SPTuris, 2011; 2. IBGE, 2010; 3. Ministry of Tourism, 2016; 10 TOURISTS BREAKDOWN 5 main origin of domestic tourists IN SÃO PAULO1 to the city of são paulo1

16,1% ribeirão preto SÃO PAULO INTERNATIONAL STATE são josé dos campos Sorocaba santos

OTHER STATES

Minas gerais 83,9% santa catarina paraná DOMESTIC rio grande do sul

São Paulo is the most visited tourist destination in Brazil. In addition to the more than 12.4 million Brazilians who passed through here in 2016, around 2.5 million foreigners took advantage of everything São Paulo has to offer.

5 MAIN ORIGIN OF INTERNATIONAL TOURISTS TO SÃO PAULO1

FRANCE GERMANY

UNITED STATES SPAIN

ARGENTINA

1. Survey of Tourism Demand. Observatory of Tourism, SPTuris, 2015. 11 Tourists Profile Who is the tourist coming to São Paulo? What attractions did he visit? How long is the city? These and other information help the market understand the behavior of visitors and what are their consumption habits, boosting even more tourism projects.

Paulista Avenue. Caio Pimenta, 2012

DOMESTIC INTERNATIONAL 3 DAYS 4 DAYS AVERAGE STAYS OF TOURISTS AVERAGE STAYS OF TOURISTS 180 BRL 484 BRL AVERAGE SPENT OF TOURISTS AVERAGE SPENT OF TOURISTS

Tourism Demand Research. Observatory of Tourism, SPTuris, 2015. 12 BUSINESS 73,9% AND EVENTS arrived in são paulo PROFILE by car

motivated by business 7,7% 62,2% 92,3%

motivated by events traveled alone 20,4%

use subway for transportation guests in hotels

26,3%

42,0% 70,1%

visit go to bars and restaurants

arrive in their hosts in friends own car or family homes 31,4%

31,2% go 84,1% shopping

73,1% CULTURE AND LEISURE 33,5% PROFILE GO TO BARS TRAVELED WITH FAMILY AND RESTAURANTS

Tourism Demand Research. Observatory of Tourism, SPTuris, 2015. 13 Trade fairs São Paulo is the South American capital of trade fairs. Whatever the size or economic segment, the city is always ready to attend any type of event.

Business in trade fairs. José Cordeiro, 2017

4,4 MILLIONS OF m² SPACES FOR EVENTS

16,3 BRL bilLIONS/ YEAR ECONOMIC IMPACT OF TRADE FAIRS IN SÃO PAULO 7,3 BRL BILLIONS/ YEAR OF RECEIPT GENERATED BY TOURISTS IN HOTEL AND ENTERTAINMENT, AMONG OTHER ACTIVITIES

42% OF BRAZILIAN TRADE FAIR MARKET

8,8 milLIONS OF VISITORS IN TRADE FAIRS, INCLUDING PROFESSIONALS AND GUESTS.

UBRAFE - Brazilian Union of Fair Promoters / FIPE - Foundation for Economic Research, 2013 14 15 Couromoda Trade Fair. Caio Pimenta, 2014 Congresses and conventions Whether in a meeting or an exhibition for thousands of people, congressmen and participants of other events arrive daily to the biggest destination of the segment in Brazil.

Congresso em São Paulo. Divulgação Ubrafe, 2016

301 CONGRESSES AND CONVENTIONS1 12% OF ALL EVENTS THAT HAPPEN IN THE CITY1 1962 DIVERSE EVENTS, SUCH AS MEETINGS, WORKSHOPS AND SEMINARS1

MORE THAN 16 MILLION VISITORS1 1ST PLACE IN BRAZIL AND 6TH IN AMERICAS OVER ICCA RANKING2 1. São Paulo Convention & Visitors Bureau, 2017. 2. International Congress and Convention Association, 2017.

NOTE: The events mentioned above only comprise data collected by the São Paulo Convention & Visitors Bureau, not representing the total number of events occurring in the Paulista Capital throughout the year. 16 Rotary International Congress. José Cordeiro, 2015 17 Accomodation São Paulo has wide lodging options, for all budgets, in all regions of the city. From economical hostels to luxurious hotels of international standard, any place in the capital of São Paulo is just a few steps away from the main leisure and cultural facilities.

Hotel em São Paulo. Foto: José Cordeiro, 2017 410 42 mil 72 HOTELS AVAILABLE APARTMENTS HOSTELS in hotels

61,5% 52,4% 2.460 Occupancy rates occupancy rates available beds IN hotels in 2016 in hostels in 2016 in hostels

ANNUAL OCCUPANCY RATES

69,3% 67% 67,3% 68,3% 65,5% 64,7% 63,8% 61,5% 66% 61,3% 61,4% 58,7% 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Tourism and Events Observatory, SPTuris, 2017 18 Culture and Leisure The world of arts and shows boils in São Paulo. In the Brazilian city where everything happens, the tourist will find shows, shows and various art forms spread throughout the city of São Paulo. There are also itineraries for those who want to enjoy other leisure options in the metropolis.

Vida noturna paulistana. José Cordeiro, 2016 mORE THAN 600 PLAYS ON THEATERS EVERY YEAR OR 100 PLAYS EVERY WEEK1

391 STREET CARNIVAL GROUPS REGISTERED AT THE SECRETARY OF CULTURE1 68 PRO CARNIVAL GROUPS 14 FROM SPECIAL LEAGUE AND 8 FROM ACCESS LEAGUE1 184 NIGHTCLUBS (São Paulo e METROPOLITAN AREA)2 41 TRADITIONAL FESTIVALS LIKE THE STREET CARNIVAL, FESTIVAL OF NOSSA SENHORA ACHIROPITA, NOSSA SENHORA DE CASALUCCE AND SAN GENARO.1 1. Tourism and Events Observatory, SPTuris, 2017; 2. Abrasel, 2017

19 LEISURE ATTRACTIONS IN SÃO PAULO The city’s museums attract visitors for both its magnificent collection 158 and its architecture: the São Paulo MUSEUMS1 Museum of Art is a must-see for lovers of modern and unique buildings. The metropolis has a park that was elected one of the best in the world: the . In addition, the Ecotourism Pole of São Paulo is an invitation to visitors to enjoy nature 109 even within the city of São Paulo. PARKS AND GREEN AREAS4

With the greatest diversity of productions of the country, from 145 national spectacles to the most 1 THEATERS AND VENUES consecrated international artists.

Cultural spaces contribute to a calendar filled with attractions in the city: shows, exhibitions, activities and workshops are available every 115 day of the week in the city of São 1 Paulo. CULTURAL CENTERS

São Paulo is diverse even in 150 libraries: with collections in braille, LIBRARIES2 comic books or entirely devoted to poetry, book lovers have plenty of options in the city. Football is in the soul of the paulistano. Whether it’s a game with great clubs in the historic Pacaembu or a return to the essence of sport at Javari Street 11 Stadium, the experience of seeing 1 the great stars of the game in São SOCCER Paulo is unforgettable.

The practice of sports is more than a habit in São Paulo: it is a vocation. 333 Here it is possible to find practicing SPORT AND WELLNESS CENTERS3 groups of the most varied sports, from cycling to American football.

1. Tourism and Events Observatory, SPTuris, 2017; 2. Public Libraries Municipal System, 2016; 3.Sports, Leisure and Rec- reation Secretary, 2016; 4. Green Areas and Enviroment Secretary, 2016. 20 Ibirapuera Park. José Cordeiro, 2015 21 Mobility São Paulo is the main transport hub in Brazil and South America. It has 3 airports, 3 bus terminals, 10 access roads and several local transportation options, such as trains, subways, taxis, rental vehicles and cycle routes. Getting around in São Paulo is simple and practical.

Congonhas Airport. José Cordeiro, 2015

3 AIRPORTS IN SÃO PAULO MET. AREA: CONGONHAS, GUARULHOS, CAMPO DE MARTE1 66.6 MilLIONS OF ARRIVALS IN SÃO PAULO MET. AREA airports2 596 THOUSAND OF TAKE OFFS AND LANDINGS IN THE 3 AIRPORTS IN 20162 45 INTERNATIONAL CITIES WITH DIRECT FLIGHT FROM SÃO PAULO1 41 DOMESTIC CITIES WITH DIRECT FLIGHTS FROM SÃO PAULO1 53 AIRLINES IN OPPERATION IN THE 3 AIRPORTS2

1. Infraero, 2017; 2. Infraero and private airports administration, 2017.

22 3 bus terminals6

5.7 millions of cars6 85 thousand vehicles for renting5

37 thousand cabs1

468 Km of bycicle lanes1

1,384 urbans bus lines1

8 millions of users in bus lines/ day1

29 terminals for local bus lines1 67 stations for subway in 5 lines2

92 stations for train in 12 lines2 411 hellicopters4

1. São Paulo Transports, 2017; 2. São Paulo Subway, 2017; 3. Metropolitan Train State Company, 2017; 4. São Paulo Convention & Visitors Bureau; 5. Sindloc, 2017; 6. Detran-SP

23 Sé Cathedral. José Cordeiro, 2016 METROPOLITAN TRANSPORTATION MAP: SÃO PAULO

Secretary of State of Transport, 2017 24 MAIN ROAD ACCESS TO SÃO PAULO CITY

Anhanguera Bandeirantes Fernão Dias Dutra

Ayrton Senna Castelo Branco Marginal Tietê

Raposo Tavares

Rodoanel

Regis Bittencourt SÃO PAULO Imigrantes Anchieta METROPOLITAN AREA

Denatran-SP, 2016.

Luz Train Station. José Cordeiro, 2016 25 Gastronomy If there is something that is done with mastery in São Paulo is a good table: the city has gastronomic options that fill the eyes of the tourists and of the residents. This is where everything is eaten, a little bit of every place in the world. The largest city in South America is also the most gastronomic.

Brigadeiro. José Cordeiro, 2017 20 THOUSAND 600 restaurantS JAPANESE RESTAURANTS (400 THOUSAND SUSHIS/ DAY)

52 SPECIALTIES 80 OF FOOD VEGETARIAN RESTAURANTS (200 IN BRAZIL) 30 THOUSAND barS 4,500 pizza RESTAURANTS 500 STEAKHOUSES 400 food Trucks IN SÃO PAULO MET. AREA

São Paulo is the second largest city in 350 Number of restaurants, DINERS/ BURGER SHOPS Following New York. Fonte: ABRASEL, 2017 26 Pizza in São Paulo. José Cordeiro, 2016

For its gastronomic excellence, São Paulo along with Rio de Janeiro won its own Guia Michellin in 2015. One of the world’s leading gastronomic references awarded a restaurant in São Paulo with two stars, thirteen with a star and twenty-three establishments in the category “bib Gourmant “picture. 27 Finances The financial power and the largest Brazilian consumer market is present in emblematic places such as Paulista Avenue, Brigadeiro Faria Lima Avenue, Luis Carlos Berrini Avenue and downtown São Paulo. Now, São Paulo enters a new phase, also housing technology companies and startups, transforming the city into a “tech friendly” place.

864 THOUSAND CREDITCARD TRANSACTIONS/ DAY

1.9 THOUSAND BANK BRANCHES 50,800 INDUSTRIES

38 OF 100 LARGEST PRIVATE COMPANIES WITH national investors

63% of international groups BASED IN BRASIL 17 OF 20 LARGEST BANKS IN BRAZIL

8 OF 10 LARGEST STOCK BROKERS IN BRAZIL

BOVESPA LARGEST STOCK IN SOUTH AMERICA

40 INTERNATIONAL CHAMBERS OF COMMERCER AND BUSINESS

São Paulo Convention & Visitors Bureau, 2017 Noite m São Paulo. Divulgação Hotéis Meliá, 2017 28 Health and wellness Headquarters of the most important hospitals in the country, São Paulo is an international reference in important areas of medicine and health. The city has an excellent structure in the sector, with various types of treatments and surgeries, whether for health or esthetics, as well as modern laboratories.

Hospital em São Paulo. São Paulo COnvention & Visitors Bureau, 2017

899 MEDICAL EVENTS BASED IN SÃO PAULO IN 20161 albert einsteiN HOSPITAL CONSIDERED THE BEST IN LEADER IN TRANSPLANTS BY THE LARGETS PUBLIC TRANSPLANT SYSTEM IN THE WORLD3 butantaN INSTITUTE ONE OF THE LARGEST BIOMEDICAL RESEARCH CENTER IN THE WORLD5 9 THOUSAND clIniCS2 50 MEDICAL SPECIALITIES4

MORE THAN 50 spas FOR RELAXING AND WELLNESS2

1. São Paulo Convention & Visitors Bureau, 2. SPTuris – PLATUM 2015 – 2018, 3. SNT - National Tranplant system, 4. OMS - Health World Organization, 5. ISAPS - International Society for Aesthetic Plastic Surgery, 2016 6. Butantan Institute, 7. America Economia Magazine, 2015. 29 Shopping The largest variety of shopping items with good prices; Exclusive and luxurious items that attract tourists from all over Brazil and the world. Shopping tourism in São Paulo is one of the activities most sought after by visitors to the great metropolis.

Oscar Freire Street. José Cordeiro, 2015 25 de março street largest low price shopping area in brazil 400 thousand people/ day in são paulo downtown commerce area

53 shopping malls

59 specialized commerce streets

largest brands in the world have stores in são paulo

Tourism and Events Observatory, 2017 30 Porto Geral Street. José Cordeiro, 2015 31 Official Tourism facts & figures Here you can find the main technical data related to tourism in the world, Brazil and the city of São Paulo, separated by segment.

Chart 1: TOURIST ARRIVALS BY REGION IN THE WORLD

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 World 904 922 882 940 982 1,035 1,087 1,134 1,186 (total of tourists/ millions ) Europe 53.9% 52.9% 50.6% 51.2% 51.3% 51.7% 51.8% 51.1% 51.1% Asia and Pacific 20.1% 20.0% 21.7% 22% 22.1% 22.5% 22.8% 23.2% 23.5% Central America and Caribean 3.0% 3.1% 2.9% 3.1% 2.9% 2.8% 2.8% 2.7% 2.7% North America 10.5% 10.6% 10.4% 10.3% 10.3% 10.2% 10.1% 10.5% 10.7% South America 2.2% 2.3% 2.6% 2.6% 2.6% 2.6% 2.5% 2.5% 2.5% Africa 5.0% 5.1% 5.3% 5.1% 5.1% 5.1% 5.1% 4.8% 4.5% Middle East 5.2% 6.0% 6.5% 5.7% 5.6% 5.1% 4.7% 4.5% 4.5% World Tourism Organization, 2017

Chart 2: TOURIST ARRIVALS IN BRAZIL (% RELATED TO WORLD ARRIVALS)

World South America Brazil South America Brazil Brazil (millions) (millions) (millions) (Brazil % in the World) (% in South America) (% in the World) 2007 904 20,0 5 2.2% 25.0% 0.6% 2008 922 20,8 5,1 2.3% 24.3% 0.5% 2009 882 22,9 4,8 2.3% 23.4% 0.5% 2010 940 24,4 5,2 2.5% 22.0% 0.5% 2011 982 25,8 5,4 2.6% 20.9% 0.5% 2012 1,035 26,9 5,7 2.6% 20.0% 0.5% 2013 1,087 27,4 6 2.5% 22.0% 0.5% 2014 1,134 29,1 6,4 2.5% 22.0% 0.5% 2015 1,186 30,8 6,3 2.5% 22.0% 0.5% 2016 6,5 2.5% 0.5% World Tourism Organization, 2017 Chart 3: TOURIST EXCHANGE REVENUE - BRAZIL (billions of US$)

2008 2009 2010 2011 2012 2013 2014 2015 2015 5,8 5,3 5,9 6,5 6,6 6,7 6,8 5,8 6,0 Central Bank of Brazil, 2017 Chart 4: INTERNATIONAL TOURIST ARRIVALS IN BRAZIL

2008 2009 2010 2011 2012 2013 2014 2015 2016 AFRICA 75,824 78,110 83,688 86,551 92,349 94,832 128,252 110,983 81,391 CENTRAL AMERICA AND 48,068 31,821 38,933 42,879 43,154 52,520 61,968 53,709 51,412 CARIBBEAN NORTH AMERICA 765,380 734,998 773,181 729,756 716,583 737,175 844,969 734,450 735,062 SOUTH AMERICA 2,070,391 2,095,352 2,384,996 2,628,957 2,822,519 2,936,753 3,133,629 3,420,349 3,732,722 ASIA 265,540 200,850 220,085 279,161 297,032 300,998 322,585 299,270 304,786 EUROPE 1,776,333 1,612,665 1,433,506 1,621,183 1,652,205 1,636,569 1,847,834 1,631,514 1,606,495 OCEANIA 47563 48,421 46,442 44,657 52,815 54,281 80,447 55,421 66,116 Non specified countries 563 126 140 250 186 214 168 142 90 TOTAL 5,049,099 4,802,217 4,980,831 5,433,354 5,676,843 5,813,342 6,429,852 6,305,838 6,578,634 World Tourism Organization, 2017 32 Chart 5: PROJECTION OF TOURISTS ARRIVALS IN SÃO PAULO (millions)

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

9,47 10,26 10,76 11,00 11,35 11,75 12,16 12,58 13,22 15,08 13,97 14,88 15,45 15,75 16,24 16,52

Chart 6: PROJECTION OF TOURISTS RECEIPTS IN SÃO PAULO (BRL Billions)

2005 2006 2007 2008 2009 2010 2011 2012 P 2013 2014 2015 2016 2017 2018 2019 2020

Chart 1: TOURIST ARRIVALS BY REGION IN THE WORLD 7.10 7.61 8.07 8.25 8.92 9.69 10.08 10.48 10.90 11.34 11.03 11.43 12.44 12.94 13.45 13.99 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 World 904 922 882 940 982 1,035 1,087 1,134 1,186 (total of tourists/ millions ) Observatory of Tourism and Events/ FIPE, 2011 Europe 53.9% 52.9% 50.6% 51.2% 51.3% 51.7% 51.8% 51.1% 51.1% Methodology: Asia and Pacific 20.1% 20.0% 21.7% 22% 22.1% 22.5% 22.8% 23.2% 23.5% - Estimates based on a trend scenario for the Brazilian economy developed by the Foundation for Economic Research (FIPE), Central America and Caribean 3.0% 3.1% 2.9% 3.1% 2.9% 2.8% 2.8% 2.7% 2.7% through the main emitters of domestic and international tourists raised by the Observatory of Tourism and Events, and for the North America 10.5% 10.6% 10.4% 10.3% 10.3% 10.2% 10.1% 10.5% 10.7% World Economy provided by the Economist Intelligence Unit; South America 2.2% 2.3% 2.6% 2.6% 2.6% 2.6% 2.5% 2.5% 2.5% - Tourism receipts based on tourism demand projections (FIPE) and average costs of national and international tourists in the city Africa 5.0% 5.1% 5.3% 5.1% 5.1% 5.1% 5.1% 4.8% 4.5% of São Paulo, including lodging, leisure, food, transportation and shopping; Middle East 5.2% 6.0% 6.5% 5.7% 5.6% 5.1% 4.7% 4.5% 4.5% - Described in the Municipal Tourism Plan of São Paulo (PLATUM, 2011-2014).

Chart 7: PASSENGERS IN AIRPORTS

GUARULHOS GUARULHOS GUARULHOS VIRACOPOS VIRACOPOS VIRACOPOS CONGONHAS DOMESTIC INTERNACIONAL TOTAL DOMESTIC INTERNACIONAL TOTAL 2005 17,147,628 7,257,196 8,577,601 15,834,797 800,773 15,826 816,599 2006 18,459,191 7,548,583 8,210,598 15,759,181 823,462 2,784 826,246 2007 15,265,433 10,346,742 8,448,854 18,795,596 1,003,723 2,336 1,006,059 2008 13,672,301 11,554,548 8,845,756 20,400,304 1,079,343 4,535 1,083,878 2009 13,699,657 13,268,119 8,459,530 21,727,649 3,362,489 1,915 3,364,404 2010 15,499,462 16,468,645 10,380,540 26,849,185 5,387,577 42,489 5,430,066 2011 16,753,567 18,614,519 11,349,589 29,964,108 7,429,926 112,313 7,542,239 2012 16,775,785 20,851,156 11,326,438 32,654,947 8,745,768 78,261 8,824,029 2013 17,025,603 23,438,000 12,524,000 35,962,000 9,234,492 60,827 9,295,349 2014 18,111,725 25,900,000 13,600,000 39,537,000 9,743,432 103,421 9,846,853 2015 19,229,834 25,364,433 13,620,529 38,984,962 9,678,533 646,125 10,324,658 2016 20,655,260 23,101,000 13,487,000 36,606,000 8,863,245 462,007 9,325,252 INFRAERO, GRU Airport and Viracopos Aeroportos Brasil, 2017 Tabela 8: AIRPLANES IN AIRPORTS

GUARULHOS GUARULHOS GUARULHOS VIRACOPOS VIRACOPOS VIRACOPOS CONGONHAS DOMESTIC INTERNACIONAL TOTAL DOMESTIC INTERNACIONAL TOTAL 2005 228,110 84,565 69,774 154,339 19,154 6,562 25,716 2006 230,995 88,335 66,613 154,948 19,128 5,979 25,107 2007 205,564 113,910 74,050 187,960 22,162 7,064 29,226 2008 186,694 119,928 74,256 194,184 24,253 8,146 32,399 2009 193,308 135,970 73,666 209,636 48,715 6,546 55,261 2010 204,943 171,558 78,935 250,493 66,100 8,372 74,472 2011 209,156 187,044 83,557 270,601 90,004 9,978 99,982 2012 212,457 192,858 81,024 273,882 106,327 9,221 115,548 2013 209,570 208,107 76,077 284,184 118,663 8,589 127,252 2014 201,291 223,512 81,047 304,586 123,117 8,414 131,531 2015 213,838 216,020 79,010 295,030 116,862 10,533 127,395 2016 213,053 193,385 74,340 267,725 106,794 8,477 115,276 INFRAERO, GRU Airport and Viracopos Aeroportos Brasil, 2017 33 Chart 9: PASSENGER ARRIVALS AT SÃO PAULO BUS TERMINALS

TIETÊ BARRA FUNDA JABAQUARA 2005 10,587,315 3,515,691 1,505,320 2006 10,621,478 3,534,084 1,400,984 2007 10,478,669 3,406,970 1,345,162 2008 10,865,958 3,466,072 1,419,300 2009 10,375,877 3,481,417 1,454,320 2010 10,443,573 3,480,371 1,482,300 2011 10,677,976 3,459,853 1,462,520 2012 10,967,575 3,575,530 1,460,860 2013 11,100,364 3,733,371 1,431,700 2014 11,268,102 4,011,914 1,467,320 2015 10,966,495 3,935,395 1,511,540 2016 10,273,350 3,501,554 1,481,860 Socicam, 2017

Chart 10: BUS ARRIVALS AT BUS TERMINALS

TIETÊ BARRA FUNDA JABAQUARA 2005 475,002 172,346 75,266 2006 474,153 170,160 73,736 2007 475,213 173,731 70,798 2008 474,607 177,290 70,965 2009 458,910 174,240 72,716 2010 452,218 172,340 74,115 2011 458,118 171,041 73,126 2012 469,470 175,090 73,043 2013 467,410 177,488 71,585 2014 473,434 176,476 74,093 2015 451,302 168,270 75,577 2016 420,272 156,466 73,276 Socicam, 2017

Chart 11: TAX COLLECTING FROM SERVICES - CODE 13: TOURISM

2005 2006 2007 2008 2009 2010 2011 2012 R$ TOTAL 87,096,373 100,389,928 110,839,300 124,149,276 125,111,879 158,737,854 199,583,291 236,077,140 2013 2014 2015 2016 R$ TOTAL 252,462,414 270,786,430 273,537,153 277,444,912

Secretary of Finances, 2017 Chart 12: HOTEL OCCUPANCY RATES (general)

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 % TOTAL 67.00 67.31 61.37 68.54 69.29 65.99 65.55 63.81 61.42 61.50

Observatory of Tourism and Events, 2017

Tabela 13: HOTEL OCCUPANCY RATES (cathegories in %)

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 ECONOMIC 76.57 69.61 62.62 66.32 67.39 63.92 64.89 65.77 61.68 59.76 MIDSCALE 71.91 68.09 60.48 70.23 69.58 66.28 66.11 65.54 61.87 62.11 LUXURY 61.69 64.31 59.14 66.39 69.49 63.92 63.23 61.37 60.16 61.11 SUPERLUXURY - - 63.85 69.50 69.49 67.38 66.66 62.48 59.78 60.75

Observatory of Tourism and Events, 2017 34 Chart 14: AVERAGE DAILY HOTEL PRICES (general)

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 BRL TOTAL 159.06 176.51 196.13 205.73 240.34 295.19 312.11 327.72 316.75 295.10

Observatory of Tourism and Events, 2017 Chart 15: AVERAGE DAILY HOTEL PRICES/ BRL (cathegories)

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 ECONOMIC 67.68 59.72 54.72 88.16 102.88 154.23 161.79 173.52 214.11 205.84 MIDSCALE 134.71 150.95 160.21 165.83 162.55 262.62 269.31 275.76 284.64 270.68 LUXURY 311.86 298.34 260.44 227.23 243.90 380.06 372.20 373.50 402.08 384.94 SUPERLUXURY - - 506.14 496.22 534.51 728.62 780.46 723.86 735.72 691.45 Observatory of Tourism and Events, 2017

Chart 16: AVERAGE OCCUPANCY RATES/ HOSTELS (general)

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 % TOTAL - - - - 64,19 61,25 51,02 51,71 47,92 53,44

Observatory of Tourism and Events, 2017

Chart 17: AVERAGE DAILY HOSTEL PRICES (general)

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 % TOTAL - - - - 41,93 43,06 46,74 55,29 52,19 53,36

Observatory of Tourism and Events, 2017

MEANS OF ACCOMODATION DISTRIBUTION IN SÃO PAULO

HOTÉIS

HOSTELS

Observatory of Tourism and Events, SPTuris, 2017 35 TOURIST ATTRACTIONS + SÃO PAULO CITY1 + + + + + + * + + +++ + + +* + + + +* + + ++ + + ++ + + + + + * +

+ + + + * + + + +

+ + + + + + + + ++ * + + +++ ++ +* ++ ++* ++ +++++ *+ + + + + + * + + * + + + + + +

+

Aquário Autódromo + Arquitetura Civil Arquitetura Religiosa/ Templo Religioso Biblioteca Cemitério Centro Cultural + Estádio * Faculdade/ Universidade Hipódromo * Mercado Museu/ Galeria de Arte Parque de Diversões * Planetário + Teatro/ Sala de Concertos Zoológico

Observatory of Tourism and Events, SPTuris, 2017 36 Tabela 18: TOURISTS IN SÃO PAULO CITY: COMPLETE PROFILE

General Domestic International Business Leisure Health Study

Masculino 63,1% 62,7% 67,4% 77,4% 56,8% 45,4% 46,1% GENDER (%) Feminino 36,9% 37,3% 32,6% 22,6% 43,2% 54,6% 53,9%

TOURIST Brasileiros 98,9% - - 77,4% 98,2% 100% 98,1% ORIGIN (%) Estrangeiros 1,1% - - 22,6% 1,8% 1,9%

MAIN DOMESTIC 1o SP SP - SP SP SP SP ORIGIN 2o MG MG - PR MG MG PR 3o PR PR - MG PR DF MG 4o SC SC - SC RJ PR RJ 5o RJ RJ - RJ SC GO RS

1o Argentina - Argentina Argentina EUA - Argentina

2o EUA - EUA Bolívia Austrália - Irlanda MAIN INTERNATIONAL o ORIGIN 3 Portugal - Portugal Espanha França - -

4o Bolívia - Bolívia México Portugal - -

5o Austrália - Austrália Portugal Colômbia - -

Eventos 3,9% 2,6% 2,2% - - - - Negócios 46,7% 41,3% 28,3% - - - - Lazer 25,1% 34,9% 39,1% - - - - MAIN TRAVEL Estudos 3,8% 1,4% 6,5% - - - - MOTIVATION (%) Saúde 5,0% 1,0% - - - - - Visita amigos/ 13,6% 18,7% 23,9% - - - - parentes Outros 1,9% 0,1% - - - - -

AVERAGE STAY (days) - 2,6 3,7 4 2,2 2,4 2,7 2,9

AVERAGE SPENT (BRL) - 688 671 1.935 754 645 668 377

MAIN MEANS OF - Amigos e Amigos e Amigos e Amigos e Amigos e Amigos e ACCOMODATION Hotel parentes parentes parentes parentes parentes parentes

MAIN ACTIVITIES Visita/ centros IN THE CITY 1o Gastronomia Gastronomia Gastronomia Gastronomia Gastronomia Gastronomia médicos 2o Compras Compras Compras Compras Compras Compras Compras

3o Visita/ amigos Visita/ amigos Vida norturna Vida noturna Visita/ amigos Visita/ amigos Vida noturna

MAIN ATTRACTIONS 1o Av. Paulista Av. Paulista Av. Paulista Av. Paulista Av. Paulista Av. Paulista Av. Paulista

2o Pq. Ibirapuera Pq. Ibirapuera Pq. Ibirapuera Pq. Ibirapuera Pq. Ibirapuera Pq. Ibirapuera MASP

3o R. 25 de Março R. 25 de Março Mercado M. R. 25 de Março R. 25 de Março R. 25 de Março Pq. Ibirapuera

The results of the study of the Demand of Tourism in the city of São Paulo are part of a survey conducted in 2015, with 7,500 interviews conducted at the main entrance gates of the city of São Paulo (airports, highways and road terminals). More information at [email protected].

Observatory of Tourism and Events, SPTuris, 2017 37 38Terraço Itália Restaurant. José Cordeiro, 2015 39 SÃO PAULO: CITY OF THE WORLD Facts and figures of business, events, travel and tourism in the city of São Paulo

www.cidadedesaopaulo.com 40 www.visitesaopaulo.com www.observatoriodoturismo.com.br