Facts & Figures of Tourism in São Paulo

- São Paulo got a never reached number of tourists in 2010. The city finished the year counting 11,700,000 visitors. This number is 3.54% higher than 2009. If compared to 2004, when the city was not yet promoted as a tourist destination, there was a 42,68% growth.

- 10,100,000 Brazilian tourists (especially from the countryside and the coast of the state, and from the states of Minas Gerais, Rio de Janeiro, Santa Catarina, Paraná, Rio Grande do Sul, Bahia, Pernambuco, Espírito Santo and Mato Grosso do Sul).

- 1,600,000 foreign visitors (especially from the USA, Argentina, Germany, France, Chile, Portugal, Italy, Spain, England and Mexico).

- Income generated from tourist’s expenses in 2010 was R$ 9,7 billion, a 14,1% growth against 2009 and 106%, if compared with 2004.

- Another record in 2010 was the municipal service tax collection, data considered values of Group 13 of municipal service tax that brings together expenses with tourism packs, lodgings and events. At the end of the year, accumulated collection reached R$ 158,7 million, representing a 25,45% growth against 2009. When comparing with 2004, this growth reached 109,64%.

- Hotels in São Paulo also celebrate. Even during crisis time, São Paulo finished 2010 with an average hotel occupation rate of 68,5%, an annual record. This figure is 11,7% higher than 2009. This figure is 24% higher than 2004.

- According to 6th Global Performance Review 2008 published by Deloitte in May, 2009, the occupation rate was 3% and Sao Paulo finished the year in the 82nd position in ranking. The same survey shows that top 20 cities with higher hotel occupation in the world presented a negative variation average of 9%.

- another excellent news is that hotel occupation increased without increasing the average daily rate, which finished 2008 at R$176,39, almost 24% higher than 2005, when this index started to be measured. REVPAR, organism that measures income generated for each occupied hotel room and shows the increasing profitability of establishments, also increased, reaching R$109,25 in 2008, 38% more than 2005. The 6th Global Performance Review 2008 published by Deloitte in May, 2009, also showed a 20.4% growth in Sao Paulo REVPAR, when comparing with 2007, reaching US$60.

- Tourist’s profile: Almost 40% of tourists in São Paulo come for business. Other 40% come for leisure and shopping; the others come for health treatment, some course, etc.

- There are almost 500,000 jobs (directly or indirectly) generated by tourism in the city that moves 52 economy sectors.

- The city has the largest and most qualified hotel industry in Brazil; there are 410 hotels (with an average of 100 rooms each) and 42,000 rooms totally (each room booked generates 0,4 to 2 jobs, according to the hotel class). Large international hotel chains like Hyatt, Hilton, Marriott, Renaissance, Sofitel, Meliá, Radisson struggle for customers together with exclusive options like Fasano, Emiliano or Unique, high class and customized “boutique hotels”.

Business & Events

- 75% of the Brazilian market of large business fairs. This sector moves almost R$2,9 billion in business every year in São Paulo (not considering movement with tourists)

Communication Management – São Paulo Turismo (SP Turis) Contact: [email protected] www.spturis.com | www.cidadedesaopaulo.com | www.anhembi.com.br www.imprensa.spturis.com | www.saopaulominhacidade.com.br

- in São Paulo, 15% of the gross national product (GNP) and six percent of total Brazilian population are concentrated in São Paulo. Home of some of the main world corporations, São Paulo provides the whole technology infrastructure and services. São Paulo is one of the cities with the largest movement in business tourism in the world. That means that every US$ 100 dollars of richness generated in Brazil, more than US$ 10 dollars are produced here. Per capita income of people in São Paulo is 70% higher than the average of Brazilians. That is, purchase power makes the city a great market for all kinds of events.

- São Paulo is the 5th largest city in the world in population, may become the 6th richest in the world until 2025, according to ranking developed by international economic consulting PricewaterhouseCoopers. According to the study, Sao Paulo, today in the 10th position of the richest cities in the world, and should grow at a 4.2% annual average until 2025, passing cities like Paris, Osaka and Mexico City.

- According to the International Congress & Convention Association (ICCA) that ranks the greatest event centers in the world, São Paulo is the most important destination for international events in the Americas and the 12th in the world, leaving behind cities like Madrid, Sidney, Athens and Vancouver, and also Rio de Janeiro. In 2008 ranking, Sao Paulo was in the 23rd position.

- And according to the 2008 annual study done by América EconomiaIntelligence, research unit of América Economia, São Paulo is the best Latin American destination to do business. This survey ranked the 40 best Latin American cities for business considering 50 social and economic variables, such as innovative potential, capacity to generate new business, telecommunications, security, quality and cost of life.

- The city of São Paulo was greatly highlighted by the survey “Characterization and Dimensioning of International Tourism in Brazil”, of the Ministry of Tourism/Fipe/Embratur, that analyses the profile of foreigners that come to visit Brazil. In the item “Business, Events and Conventions”, São Paulo has 51,3%, half of total, and more than double of percentage of the second ranked city, Rio de Janeiro, with 22,9%. São Paulo is the 5th best city for leisure, just after Rio de Janeiro and Foz do Iguaçu and before famous cities, like Florianopolis, Salvador de Bahía, Fortaleza y Natal.

- There are more than 600,000 m² of large venues (such as Anhembi) for diverse events. There are almost 20 large trade fair and convention centers (including the largest in South America: the Anhembi Park) and other several smaller areas.

OTHER CONQUESTS

- Sao Paulo was awarded with five awards during the result release of "Study on Induction Destination Competitiveness”, requested by the Ministry of Tourism and carried out by Getulio Vargas Foundation and Sebrae to measure competitiveness level of 65 induction destinations in Brazil. São Paulo was awarded in the most important category – the Best Induction Destination among capitals – and also in the following categories: “Corporate Capacity”, “Tourism Equipment and Services”, “Local Economy” and “Access”.

- Prêmio V&T 2009: São Paulo was elected the best city of the country to tourism, after Rio de Janeiro and Florianópolis. São Paulo received the highest mark in issues food, shopping and nightlife.

- Global Language Monitor: The city of São Paulo jumps to the eighth position in world fashion ranking in 2009. The annual ranking is published every year by Global Language Monitor, a group based in the United States specialized in tracking word searches and results on the Internet and general media. The capital city of São Paulo jumped 25 positions in the list comparing to the 33rd position last year.

- Motorola Convergência Research: São Paulo was assigned as the most digital city in Latin America in a study carried out by Motorola e Convergencia Research, which last almost one year and had its result published on October 27, 2009. Research analyzed digital level in 150 cities in 15 countries in the region, considering items like infrastructure, services, e-binding and commitment assumed with digital difference reduction, as well as the use of information technology and communication among citizens, companies and other public institutions. Sao Paulo was especially stood out in electronic government, Internet services for citizens, commitment with digital inclusion and distance health and distance safety applications.

- The city of São Paulo had the 72nd position among destinations with more international tourists in the world, according to a research by Euromonitor Internacional consulting agency, carried out during 2008 and published last 20th. São Paulo was also the third city with a high growth in the list. According to consulting agency, one of the main reasons of destination was "efficient promotional campaigns” of the city. New airline connections in 2008 are also in the main reasons – five main connections were established from São Paulo, connecting the city to North America (New York), Latin America (Mexico City), Europe (Paris), the Middle East (Dubai) and South Africa (Johannesburg) – the beginning of airway operations (like Mexicana, OceanAir and Emirates) and favorable exchange rates. Survey also confirmed that the world economic crisis affected international trips in general, but emphasizes that top 100 cities had a 5.2% growth in the number of foreign tourists. Rio de Janeiro is the best ranked Brazilian city, in the 40th position.

- São Paulo has been considered the kindest city in Latin America (5th in the world) in a survey on “kindness and good manners” done by Reader's Digest and published in June/2006 in “The Times”, one of the main English newspapers. This survey asked more than 2,000 people in 35 different countries.

- The official Website for tourism in São Paulo (www.cidadedesaopaulo.com) became a strategic tool for tourism development of the city and to be used checked by tourists and tourism professionals. With friendly and attracting navigation, this website is highly accessed, and became one of the most important tourism websites in Brazil. In April of 2005, the number of page views was only 3,423/month. In April of 2006, this number reached 288.752 page views/month, nothing less than 8% in one year. In August, 2008, page views were 500,000/month, more than 14,600 % than the beginning of 2005, when this management started.

- SPTuris surveys showed that almost 90% of tourists like the city and wish to come back. Tourists show as the main qualities of the city its huge cultural options, diversity, people, food, shopping and architecture.

- Turismetrô, SPTuris program covering the city with 5 escorted tours at the price of some subway tickets (maximum 3) has been acknowledged with two advertising awards and have 99% of users/tourists’ approval;

- São Paulo is a global city, more than ever. Additionally to be the scenery for world campaign of Levi’s, Maybeline and Citroën (with Kiefer Sutherland, famous Jack Bauer on 24 hours) – São Paulo is on the pages of several foreign important publications as part of a circuit of the world largest metropolis. North American newspaper The New York Times (published five articles about São Paulo in the last two years), French newspaper Le Monde, British The Times and The Guardian, Argentinean La Nación, Clarín, El Mensajero, Chilean El Mercurio, North American magazine Travel + Leisure, Italian RAI TV, main TV chain in Italy, RAI Radio and Donnaventura, an adventure reality show, and other media from countries like Emirates and Panama, have already showed São Paulo as a global, vanguard, connect, trend generator and cultural city. From 2005 to 2008, São Paulo was the tourist destination in almost 50% more foreign means of communication, if compared with years before.

- The list of international shows has been growing too. Productions like The Phantom of the Opera, Les Misérables, Beauty and the Beast, Chicago, Cats, Slava’s Snow Show, Blue Men Group, My Fair Lady, Miss Saigon, Momix, Holiday on Ice and Disney on Ice, Black Theater of Prague, West Side Story, National Circus of China and Cirque Du Soleil.

-São Paulo is definitely fashion. São Paulo is also the scene for the Brazilian version of America’s Next Top Model, the Brazil’s Next Top Model. The reality show on Sony channel chooses the new star to be presented in this fabulous and competitive fashion world. Thirteen model wannabes selected live together in a house, with cameras spotted everywhere, and have photo and footway walking tests In the Brazilian version, outside shots happen in some tourist point or other interesting location in São Paulo.

-São Paulo is also frequently used as scenery for several Brazilian productions, especially tourist locations, like Luz Station, and Pateo do Collegio. On TV, São Paulo was the scenery for sitcoms like Alice, Queridos Amigos and 9mm, and also soap operas, like Ciranda de Pedra and A Favorita. Cinema has been exploring scenes in São Paulo in several shots. like international movies O Signo da Cidade, Blindness, Linha de Passe and new Nossa Vida não Cabe num Opala, Bróder, Augustas and Identidade.

- As a global city, São Paulo is always one mandatory stop for international tours. Carlos Santana, U2, Pearl Jam, Jack Johnson, Black Eyed Peas, B.B. King, Oasis, Franz Ferdinand, Avril Lavigne, Coldplay, Bryan Adams, Aerosmith, Pet Shop Boys, Strokes, Judas Priest, Whitesnake, Bad Religion, Evanescence, Chemical Brothers, Bjork, Dionne Warwick, Madeleine Peyroux, Scorpions, Roger Waters, Deep Purple, Iron Maiden, Bob Dylan, Rod Stewart, Ozzy Osbourne, Korn, Nazareth, Herbie Hancock, Macy Gray, Megadeth, Joe Satriani, Billy Paul, Echo & the Bunnymen, Frank Sinatra Jr, Chuck Berry, Joss Stone, Madonna, Elton John, and others.

- Sao Paulo is on the 2008 Lonely Planet’s Best in Travel guide edition as one of the main urban destinations in 2009, especially due to modernity and attraction variety. This guide is one of the most important references for world travelers and presents São Paulo as a destination that overcame bad fame of being violent and, at the same time, a city that offers high added valued attractions, satisfying tourists. Cultural and historical experience variety makes Sao Paulo a preferred destination during crisis times.

DEVELOPMENT ACTIONS FOR TOURISM IN SÃO PAULO

- Map of Sensations: A project focusing on releasing a new look at the city, showing its several differences stimulating the five senses. During the first step of the project, more than 2,500 people, among visitors and inhabitants, voted on the website places in São Paulo that reminded them feelings and sensations of each of the senses; they were stimulated to justify their indications giving testimonials and sharing their sensitive experiences at those places. Top 100 attractions were selected. From this result, 40 Brazilian and foreign tourists were taken to these 20 main attractions and had their feelings and sensations “measured” by a kind of lie detector. After visiting attractions, tourists gave their testimonials about their sensations and feelings while they were tested using a program that translates - through the voice - physiological changes and generates a graph representation of emotion oscillation. The result of it is the Map of Sensations and its audio book, both available at several points in the city and also on the Website www.mapadassensacoes.com.br.

- Stay another Day: This program stimulates business tourists to stay longer in Sao Paulo and enjoy culture, cuisine and leisure offered here. This program can give up to R$1,5 billion for the capital city and ISS collection would be R$15 million (if each businessperson stays one day more).

- Bem Receber (Welcome): A kind of city pass– printed and online (www.cidadedesaopaulo.com/bemreceber) offering discounts for tourists at several restaurants, tourist points, museums, hotels and concert halls in São Paulo.

- São Paulo CapaCidade – São Paulo Tourist Training Program Hundreds of taxi drivers, travel guides and travel agents received their course certificate, a project focusing on qualifying receptive tourism professionals in São Paulo. This course is given by Senac and it is an initiative of SPTuris, PMSP and MTur.

- Sinalização Turística Viária (road signs for tourists): More than 700 signals have been installed on the streets and APAs to indicate 99 tourist points in São Paulo.

- Turismo no Centro (Tourism in Downtown): For one year and a half, tourist development plan performed a never seen detailed diagnosis of central area of São Paulo and evaluated more than 4,000 points, like hotels, restaurants, tourist points, transports, cultural equipment, etc. This project showed strong points and points to be developed, generated publication with all data surveyed and an on-line data base to be used for the whole population, additionally to action plan to improve Downtown approaching suitable organisms and partnerships with private companies. A photographic inventory has been developed in downtown area.

- Training for travel agent from several states of Brazil: SPTuris teams visited the main and potential markets to sell their destination São Paulo to train operators and travel agents to be successful when working the city. More than 2,000 travel agents and tourism operators were trained in almost all Brazilian capital cities, and also in Lisbon (Portugal) and Asunción (Paraguay).

- São Paulo Meu Destino (São Paulo, My Destination): Annual event hold by SPTuris gathers travel agents from several states of Brazil and also countries in Latin America in São Paulo. This meeting aims at qualifying tourist professionals and passing the best of São Paulo to stimulate them to offer São Paulo to their tourists. This event holds its fifth edition.

FACTS AND FIGURES OF SÃO PAULO

Food Number of restaurants 12,500 Abresi Types of cuisine 52 Abresi Number of bars 15,000 Abresi Steakhouses 500 Abresi, Abrasel and SP Turis Japanese restaurants 250 Abresi, Abrasel and SP Turis Bakeries 3,200 Abresi, Abrasel and SP Turis Number of breads consumed Abresi, Abrasel and Per minute: 7,200 SP Turis Per day: 10,400,000 Pizzerias 6,000 Abresi, Abrasel and SP Turis Pizzas consumed Abresi, Abrasel and Per minute: 720 SP Turis Per day: 1,000,000 Sushi consumed Abresi, Abrasel and Per minute: 278 SP Turis Per day: 400,000 Events Number of events per year 90,000 SPCVB Number of visitors in events 16,500,000 SPCVB Direct and indirect jobs generated in 500,000 SPTuris tourism activity 75% of the biggest trade Trade fairs in Brazil / São Paulo Ubrafe fairs of the country. Income from large trade fairs R$ 2,6 billion/year Ubrafe How much is generated in travel, R$ 8 billion/year SPCVB lodging, air and land transport Daily offer of venue for events 600,000 m² Ubrafe Tourism Average staying of tourists 3,1 days SPTuris Number of tourists in the city of São 11,700,000 SPTuris Paulo (2009) Number of foreign tourists in the city 1,600,000 SPTuris of São Paulo Tourist’s average daily expense R$ 400,00 SPTuris Tourist Information Centers (CITs) 8 SPTuris Tourists attended at CITs in 2010 50,000 SPTuris Hotel industry Number of hotels in São Paulo 410 SPTuris Number of uhs in São Paulo 42,000 SPTuris Average occupation rate in 20010 68,5% SPTuris Culture and leisure Number of theaters 160 theaters SPTuris Number of museums 110 SPTuris 260 theaters in 55 Cinemas SPTuris cinemas Number of libraries 90 SPTuris Number of cultural center 39 SPTuris Number of squares 2.800 SPTuris Number of Natural Parks 54 SPTuris Football stadiums 7 SPTuris

7 (for more than 1,000 Large concert halls SPTuris people) Transportation: Number of cars 6,000,000 Detran Number of taxis 37,000 Adetaxi Buses City buses 15,000 SPTrans City bus lines 1.333 SPTrans City bus terminals 28 SPTrans Bus stations 3 Socicam Bus arrivals in 2008 16,500,000 Socicam Subway and train Subway lines 4 Metrô SP Train stations connecting Sao Paulo 89 subway stations in 22 CPTM to metropolitan area cities Passengers who traveled by subway 3,3 million per day Metrô SP Kms of subway lines 62,3 Metrô SP Subway stations 57 Metrô SP Kms of train lines 260,8 CPTM Air transport 500 helicopters and 200 Helicopters Editora Abril helispots Airway companies 44 SPTuris 4 (Congonhas, Airports in Greater SP Guarulhos, Viracopos, Infraero Campo de Marte) Domestic passengers at Congonhas 15,400,000 Infraero Airport (CGH) 2010 Passengers at Guarulhos Airport 26,700,000 Infraero (CGH) 2010 Roads Intercity/interstate roads 9 DER/DERSA DER/ DERSA/ Vehicles traveling on turnpikes every ECOVIAS/ 820,000 day VIAOESTE/ AUTOBAN Consumption and finances Shops 240,000 Editora Abril Car spaces at shopping parks 93,000 Alshop Shopping malls 45 SPTuris Weekly open market 900 SPTuris Credit card transactions per day 900,000 Editora Abril 59 theme shopping Theme shopping streets streets in 51 different SPTURIS areas Health Hospitals 105 Sindhosp Emergency rooms 17 Sindhosp education Number of colleges 105 MEC Number of universities 28 MEC Technology Education Centers 23 MEC General Data Government of the Foundation of the city January 25, 1554 State of São Paulo Government of the Location - Southeastern region State of São Paulo Costa dos Alcatrazes - Government of the 186 KM State of São Paulo Government of the Guarujá – 93 km State of São Paulo Distance from the coast Government of the Ilhabela – 204 km State of São Paulo Government of the Santos - 72 KM State of São Paulo Metropolitan population 1800,000 inhabitants PMSP City population 1100,000 inhabitants PMSP Area 1.509 km² PMSP

Number of streets and avenues PMSP 91,000

Number of traffic lights 5,000 PMSP

Number of traffic signs PMSP 391,000 Government of the Language Portuguese State of São Paulo Government of the Telephone code Brazil: 55 / São Paulo: 11 State of São Paulo Government of the Altitude 750 m above sea level State of São Paulo Government of the Air humidity 78% of annual average State of São Paulo Tropical temperate 22 to 27º C during Government of the Climate summer State of São Paulo 15 to 21º C during winter Government of the Predominant Religion Catholic State of São Paulo Government of the Currency Real State of São Paulo Government of the Time zone GMT (- 3 hours) State of São Paulo Number of consulates 92 SPTuris