SÃO PAULO: CITY OF THE WORLD Facts and figures of business, events, travel and tourism in the city of São Paulo 2018 Edition Bruno Covas Mayor of São Paulo Orlando Faria Tourism Secretary of São Paulo Production: São Paulo Turismo S/A Visit São Paulo Andre Sanches President São Paulo Turismo Toni Sando Executive President Visit São Paulo Eduardo Colturato Tourism Director São Paulo Turismo General Coordination: Fernanda Ascar de Albuquerque Oda Tourism Manager São Paulo Turismo Lilian Natal Communication and Research Manager São Paulo Turismo Raquel Vettori Tourism Coordinator São Paulo Turismo Technical Coordination: Fabio Montanheiro Coordinator Observatory of Tourism and Events São Paulo Turismo Fabio Zelenski Innovation Manager Visit São Paulo Technical Team: Adriana Omuro Tourism Coordinator São Paulo Turismo Andrezza Serra Tourism Analyst Observatory of Tourism and Events São Paulo Turismo Andreia Yamashita Research Analyst Visit São Paulo Sala São Paulo. José Cordeiro, 2017 2 Avenida Paulista/MASP - Foto: José Cordeiro, 2015 SÃO PAULO: CITY OF THE WORLD Facts ang figures of business, events, travel and tourism in the city of São Paulo 2018 Edition This is a publication produced in partnership by São Paulo Turismo (SPTuris), through its Observatory of Tourism and Events and Visit São Paulo, 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]. Cover photos: Ibirapuera Park, Congress in São Paulo, Nightlife in São Paulo. Photo: José Cordeiro. PARTNER ORGANIZATIONS Brazilian Association of Bars and Restaurants Ministry of Tourism (ABRASEL) (MTUR) Brazilian Association of Hotel Industry World Tourism Organization (ABIH) (UNWTO) Brazilian Association of Car Rental Companies Municipal Secretary of the Treasury of São Paulo (ABLA) Union of Vehicle Rental Companies Latin American Association of Road Managers of the State of São Paulo travel and Corporate Events (ALAGEV) (SINDLOC) Brazilian Central Bank Union of Companies for the Promotion, Organization (BACEN) and Assembly of Fairs, Congresses and Events of the State of São Paulo (SINDIPROM / SP) Brazilian Airport Infrastructure Company (INFRAERO) SOCICAM - Bus Terminals and Representations Forum of Hotel Operators of Brazil (FOHB) Brazilian Union of Trade Fair Promoters (UBRAFE) Economic Research Institute (FIPE) Viracopos Airports Brazil System of Data Analysis State Foundation (SEADE) Visit São Paulo GRU Airport World Travel & Tourism Council (WTTC) Brazilian Institute of Geography and Statistics (IBGE) 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 Reveillon na Paulista. Photo: José Cordeiro. 4 Summary Introduction p.6 City technical map p.7 World tourism in 2017 p.10 Brazilian tourism p.11 São Paulo tourism p.12 Tourists profile p.14 City infraestructure p.18 Means of lodging p.20 Business and events p.21 Trade fairs p.22 Culture and leisure p.23 Leisure structure p.24 Gastronomy p.26 Education p.27 Finances p.28 Health p.29 Shopping p.30 Official tourism data p.34 5 Introduction Faria Lima Avenue. Photo: José Cordeiro. The second edition of São Paulo: City of the world - facts and figures about business, events, travel and tourism in the city of São Paulo brings interesting updates and new data about one of the most important segments of the service sector of the metropolis, which employs around 100 thousand people directly and 400,000 indirectly, in activities such as lodging, food, transportation and entertainment, among others. The data, collected by the SPTuris Tourism Observatory in partnership with Visit São Paulo, constitute an important and official source of knowledge of performance, as well as economic, social and behavioral variations of the segment in the city. 6 City of São Paulo information Paulista Avenue. Photo: José Cordeiro. • Foundation: January 25th, 1554; Faria Lima Avenue. Photo: José Cordeiro. • Location: Southeastern Brazil; • Distance from the coast: Guarujá (88 km), Ilhabela (204 km), Santos (72 km); • Population of the metropolitan region: 21.3 million inhabitants; • Municipal population: 12.1 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. Fonte: IBGE, 2018. 7 MercadoCarnival Municipal. in São Paulo. José Cordeiro, Photo: José 2017 Cordeiro. 8 9 World tourism in 2017 2017 2017 2017 1.323 USD1.3 BILLION TRILLION 10% 2016 2016 2016 1.235 USD1.2 BILLION TRILLION 10% TOURISTS IN THE WORLD TOURISM WORLD TOURISM WORLD RECEIPTS GDP The number of The tourists who The tourism economy tourists grew 7% in spend the most in the only lags behind the reaction to 2016, the world are the Chinese, chemical and fuel biggest variation of followed by the industries in world GDP. the last seven years. Americans, Germans and English. 2017 2017 2017 1/10 7% 30% 2016 2016 2016 1/10 7% 30% 1 OF EVerY 10 Jobs in OF all EXports OF all serVices the world are in GDP EXports gdp tourisM sector This number represents Percentage of all Between air and road more than 300 million financial transactions transport services, lodging, people engaged in carried out between travel agency, among tourism activities countries, in all activities. others. around the world. Source: World Tourism Organization, 2018 10 Brazilian tourism 6.588.770 international tourists This figure represents a growth of 42 thousand tourists compared to the year 2016, when Brazil hosted the Olympics. MAIN ORIGIN OF TOURISTS Argentina, the United States and Chile are the nations that most sent tourists to Brazil in 2017, representing approximately 50% of all foreigners who landed in the country. 6.9 MILLION JOBS IN TOURISM IN BRAZIL In 2018, it is projected to grow 1.8% in this number, making it reach the 8 million workers in the sector. SÃO PAULO STATE Main gateway of foreign tourists in Brazil, with 32.5% of all visitors that come to the country. Altino Arantes Building. Photo: José Cordeiro. Source: Ministry of Tourism (database 2017), 2018 11 Tourism in São Paulo city millions of tourists visited the 15.4 city of São Paulo during 2017. This number represents a growth of 3.3% compared to the year 2016. millions of foreigners of different 2.7 nationalities were in São Paulo. Among them, Americans, Argentines, Chileans, Germans and Spaniards were the main ones. BRL291 million were collected in taxes on services in the sector, such as hotels, events, agencies and other. million Brazilians represent 12.7 83% of the tourists who came to the city of São Paulo. The great majority is from the State of São Paulo itself, followed by Rio de Janeiro, Paraná and Minas Gerais. BRL12.4 billion represent tourists spending over a year in the city. 110.532 people were attended at the Tourist Information Centers of the city of São Paulo 9.8% is the representative of the tourist movement of the city of São Paulo in the national tourism GDP. Paulista Avenue. José Cordeiro, 2018 Observatory of Tourism and Events, SPTuris, 2018. 12 National tourists represent 83.9% of 5 main origin of domestic tourists visitors, while foreigners represent to the city of São Paulo 16.1% of total arrivals in São Paulo. São Paulo State Ribeirão Preto Campinas São José dos Campos Sorocaba Santos 16.1% 83.9% international domestic Minas Gerais The south and southeast regions are the Other states predominant origins of national tourists in São Rio de Janeiro Paulo. Within the state itself, the city of Campinas is the one that most sends tourists to the capital Paraná of São Paulo. Among foreigners, Argentina and Santa Catarina the United States are the countries that most Rio Grande do Sul send tourists to the metropolis. 5 main origin of international tourists to São Paulo FRANCE GERMANY UNITED STATES SPAIN ARGENTINA Survey of Tourism Demand. Observatory of Tourism and Events, SPTuris, 2015. 13 Tourists profile The tourist demand is represented by the group of people that visit and stay in the city, for any reason, coming from other localities, national and international. Still, an intense movement of “day users - who visit the metropolis without spending the night in it. The analysis of the factors that guide the behavior of the tourist in the city of São Paulo for the next decade depends on the deep knowledge of their habits and interests. Domestic tourists Internacional Tourists 3 days 4 days average stay average stay BRL 180 BRL 484 average spent average spent São Paulo Cultural Center. Photo: José Cordeiro. Survey of Tourism Demand. Observatory of Tourism, SPTuris, 2015. 14 Tourists in São Paulo: complete profile General Domestic International Business Leisure Health Study Male 63,1% 62,7% 67,4% 77,4% 56,8% 45,4% 46,1% GENDER (%) Female 36,9% 37,3% 32,6% 22,6% 43,2% 54,6% 53,9% TOURIST Domestic 98,9% - - 77,4% 98,2% 100% 98,1% ORIGIN (%) International 1,1% - - 22,6% 1,8% 1,9% MAIN DOMESTIC 1st SP SP - SP SP SP SP ORIGIN 2nd MG MG - PR MG MG PR 3rd