Sao Paulo

The city is home to many large hotel brands whose target customer is the business traveler. São Paulo is host to 75% of the country’s major business fairs. Additionally, the city promotes one of the world’s most prestigious fashion weeks, São Paulo Fashion Week, which was founded in 1996 under the name Morumbi Fashion Brasil and is Latin America’s biggest and most prestigious fashion event. Additionally, the So Paulo Gay Pride Parade, which has been conducted on Paulista Avenue since 1997 to oppose homophobia, is the event that draws the most visitors to the city. Additionally, São Paulo holds the annual São Paulo Pancake Cook-Off, in which chefs from all around Brazil and the globe compete in pancake cooking events.

Cultural tourism is also significant for the city, particularly in light of the worldwide events that take place in the metropolis, such as the São Paulo Art Biennial, which drew about one million visitors in 2004.

The city offers one of the greatest nightlife scenes in the nation. There are cinemas, theaters, museums, and cultural institutions located around the city. According to Mystery Shopping International, the Rua Oscar Freire is one of the world’s eight most affluent streets, and São Paulo is the world’s 25th most expensive city.

According to the International Congress & Convention Association, São Paulo ranks first in the Americas and 12th globally for international event hosting, behind Vienna, Paris, Barcelona, Singapore, Berlin, Budapest, Amsterdam, Stockholm, Seoul, Lisbon, and Copenhagen.

According to a MasterCard research conducted in 130 cities worldwide, São Paulo was the third most visited location in Latin America (after Mexico City and Buenos Aires) in 2013 with 2.4 million international visitors spending US$2.9 billion (the highest among the cities in the region). CNN rated São Paulo’s nightlife as the fourth greatest in the world in 2014, after New York, Berlin, and Ibiza, Spain.

The region’s food is a draw for tourists. The city’s 12,000 eateries provide 62 distinct cuisines. The city was named “World Gastronomy Capital” by a panel comprised of officials from 43 countries during the tenth International Congress of Gastronomy, Hospitality, and Tourism (Cihat) in 1997.

UNDERSTAND

São Paulo is Brazil’s biggest city, with a municipality population of 11.9 million and a metropolitan area population of around 21 million – the second most populated in the Southern Hemisphere. It is the capital of the southeastern state of São Paulo, as well as a hive of activity, offering a lively nightlife and an intensive cultural experience. São Paulo is South America’s economic hub, with the tenth-greatest GDP in the world, however poverty remains pervasive, particularly in the suburbs, owing to glaring social inequalities. Historically appealing to immigrants and Brazilians from other states, it has developed a distinct cultural identity via the fusion of Portuguese and African origins (which run across the nation) with other influences, most notably Italian, Arab, and Japanese.

São Paulo, or Sampa as it is sometimes referred to, is also one of the most undervalued towns in terms of tourism, frequently eclipsed by other destinations on the Brazilian sun & beach circuit, such as Rio de Janeiro and Salvador. Indeed, it is an excellent city to explore, with an impressive (and almost intimidating) skyline, unpredictable neighborhoods and architecture, a thriving culture and arts scene (particularly street art), not to mention world-class restaurants and diverse regional and international cuisine to suit all tastes. If this city has a strong draw, it is the outstanding quality of its restaurants and the diversity of cultural events on exhibit.

Just south of the city is the State Park Serra do Mar (part of the Atlantic Forest South-East Reserves, a UNESCO World Heritage Site), a mountain range covered in lush rainforest that overlooks the ocean and offers a variety of ecotourism opportunities.

São Paulo is Brazil’s most visited city, but mostly for business and event tourism, with many tourists making little attempt to explore the city. Those who do so, however, may discover one of the world’s most complex and fascinating cities, where even nearby areas may appear and feel as if they are in a different city, as a result of São Paulo’s staggering social inequality, diversity of cultural influences, and lack of comprehensive urban planning.

Although the initial impression may be of a dreary concrete jungle, it quickly becomes evident that the city has several pockets of beauty, as well as amazing venues to dine, drink, and hang out (that are not necessarily pricey).

ORIENTATION

Avenida Paulista should be the starting point for direction in São Paulo. From there, it’s rather simple to reach any point in town by bus or subway. It is sandwiched between the Bela Vista and Jardim Paulista neighborhoods. Av. Paulista is within walking distance from Centro and Ibirapuera Park, making it an ideal starting point for a walking tour.

However, bear in mind that downtown São Paulo is a large region, and getting from one location to another may necessitate the use of a taxi or public transportation. To determine your general direction, look at the street signs, which are color-coded:

• Sé/República (in Downtown): White street plate.

In all other regions, street plates are blue with a bottom stripe of the following colors:

• Expanded Center: Grey (“Expanded Center means the area limited by the Tietê river on the North, the Pinheiros river on the West, Avenida dos Bandeirantes on the South and Avenida Salim Farah Maluf on the East)
• Northwest: Light Green
• North: Dark Blue
• Northeast: Yellow
• East: Red
• Southeast: Dark Green
• South: Light Blue
• Southwest: Purple
• West: Orange

To make your way to Downtown (more accurately, Praça da Sé), just follow the decreasing street numbers. This strategy, however, does not succeed in the Santo Amaro subprefecture (South Central), nor in the Far South region; in these places, declining population results in Largo 13 de Maio.

According to the Köppen climatic classification, the city has a monsoon-influenced humid subtropical climate (Cfa). Summer (January to March) has an average low temperature of about 17 °C (63 °F) and an average high temperature of around 28 °C (82 °F). Temperatures in the winter often vary between 11 and 23 °C (52 and 73 °F).

The highest temperature recorded was 37.8 °C (100.0 °F) on October 17, 2014, while the lowest temperature was 2 °C (28 °F) on August 2, 1955, with an unofficial reading of 3.8 °C (25.2 °F) on the same day. The average temperature is comparable to that of Sydney and Los Angeles. The Tropic of Capricorn, located at about 23°27′ S, crosses across northern So Paulo and roughly represents the border between South America’s tropical and temperate zones. However, due to its height, São Paulo has a moderate climate.

The city has four distinct seasons. Winters are pleasant and mostly dry, while summers are somewhat warm and wet. Autumn and spring are seasons of change. Frosts occur infrequently in areas farthest from the city’s core, and in certain winters across the city. Regions farther from the center, as well as cities within the metropolitan region, may experience temperatures as low as 0 °C (32 °F) in the winter.

Rainfall is copious, averaging 1,454 mm per year (57.2 in). It is more prevalent in the hot months, with an average of 219 millimetres (8.6 in), and declines in the winter, with an average of 47 millimetres (1.9 in). Neither São Paulo nor the adjacent shore has ever been struck by a tropical storm, and tornadic activity is rare. Late winter, particularly August, the city sees a phenomena known as “veranico” or “verãozinho” (“little summer”), which is characterized by hot and dry weather, with temperatures sometimes exceeding 28 °C (82 °F). On the other hand, cold summer days are rather usual when steady breezes from the ocean blow. On such days, daily high temperatures rarely exceed 20 °C (68 °F), with lows frequently falling below 15 °C (59 °F). However, summer can be extremely hot when a heat wave hits the city, with temperatures around 34 °C (93 °F), but feeling like 39 °C (102 °F) in areas with greater skyscraper density and less tree cover, such as Paulista Avenue. In the summer of 2012, São Paulo was hit with a two-week-long heat wave, with temperatures ranging from 29 to 34 °C (84 to 93 °F) on the warmest days. São Paulo is becoming more vulnerable to drought and water shortages as a result of deforestation, groundwater contamination, and climate change.

Due to the city’s height, even during the summer months, there are few hot nights in São Paulo, with low temperatures seldom topping 21 °C (69 °F). However, during the winter, the significant influx of cold fronts, along with excessive cloud cover and polar air, results in very frigid temperatures, even in the day.

Even in the autumn and early spring, afternoons with maximum temperatures between 13 and 15 °C (55 and 59 °F) are normal. Several recent winter records for chilly afternoons have been set, including one on July 24, 2013 when the highest temperature reached 8 °C (46 °F) and the wind chill reached 0 °C (32 °F) throughout the afternoon.

São Paulo is well-known for its volatile weather. According to locals, all four seasons may be experienced in a single day. In the morning, when the ocean breezes blow, the temperature may be chilly, if not downright frigid. When the sun is at its zenith, the weather may be scorching and dry. When the sun goes down, the chilly wind returns, bringing with it frigid temperatures. This event occurs more often throughout the winter.

São Paulo is situated in southeastern Brazil, in the southern state of São Paulo, almost midway between Curitiba and Rio de Janeiro. The city is situated on a plateau beyond the Serra do Mar (Portuguese for “Sea Range” or “Coastal Range”), which is itself a component of the vast Brazilian Highlands, with an average elevation of around 799 metres (2,621 ft) above sea level, despite being only about 70 kilometers (43 mi) from the Atlantic Ocean. Two roads, the Anchieta and the Imigrantes, span the distance, connecting the port city of Santos to the beach resort of Guarujá. Within São Paulo’s urbanized sections, rolling topography predominates, except in the north, where the Serra da Cantareira Range reaches a greater height and has a substantial relic of the Atlantic Rain Forest. Seismologically, the area is stable, with no substantial seismic activity ever recorded.

São Paulo is known as the “financial center of Brazil” due to its concentration of significant firms, banks, and financial institutions. São Paulo has the greatest GDP in Brazil and is the tenth biggest city in the world in terms of purchasing power parity. According to IBGE statistics, its gross domestic product (GDP) was R$450 billion, or nearly US$220 billion, in 2010, accounting for 12.26 percent of Brazilian GDP and 36% of all products and services produced in the State of São Paulo. The city’s average yearly economic growth rate, according to PricewaterhouseCoopers, is 4.2 percent. Additionally, São Paulo has a sizable “informal” sector. In 2005, the city of São Paulo earned R$90 billion in taxes and spent R$15 billion on the municipal budget. There are 1,500 bank branches and 70 retail centers in the city.

As of 2014, So Paulo is third in terms of exports in Brazil, after Parauapebas, PA, and Rio de Janeiro, RJ. That year, exports from So Paulo reached $7.32 billion (USD), or 3.02 percent of Brazil’s total exports. Soybeans (21%), raw sugar (19%), coffee (6.5%), sulfate chemical wood pulp (5.6%), and maize are the top five commodities exported by São Paulo (4.4 percent ).

Brazil’s official stock and bond market is the São Paulo Stock Exchange (BM&F Bovespa). It is Latin America’s biggest stock market, transacting over R$6 billion (US$3.5 billion) daily. The economy of São Paulo is undergoing a profound shift. Once a city with a strong industrial character, S Paulo’s economy has shifted to the tertiary sector, emphasizing on services. The city is distinctive among Brazilian cities due to the high concentration of multinational firms. São Paulo is home to the headquarters of 63% of all foreign corporations doing business in Brazil. São Paulo has the highest concentration of German enterprises in the globe and is the second biggest industrial center in Sweden, behind Gothenburg. São Paulo was placed second in the Americas by FDi magazine’s biannual ranking of Cities of the Future 2013/14, and was crowned Latin American City of the Future 2013/14, surpassing Santiago de Chile, which had been ranked first in the previous edition. Santiago has slipped to second place, ahead of Rio de Janeiro.

In 2008, the city’s per capita income was R$32,493. According to Mercer’s 2011 cost of living rankings for expatriate workers, São Paulo is now among the world’s ten most expensive cities, placing 10th in 2011, up from 21st in 2010 and ahead of London, Paris, Milan, and New York City.

TECHNOLOGY AND SCIENCE

São Paulo is home to research and development centers and draws businesses because to the city’s proximity to regionally famous institutions. Science, technology, and innovation are facilitated by state government funding, which is primarily administered through the Foundation for Research Support in the State of Sa Paulo (Fundaço de Amparo à Pesquisa do Estado de São Paulo – FAPESP), one of the primary agencies promoting scientific and technological research.

LUXURY GOODS

Luxury brands have a strong presence in São Paulo. Due to a scarcity of department shops and multi-brand boutiques, shopping malls and the Jardins neighborhood, which is essentially Brazil’s Rodeo Drive, draw the majority of the world’s luxury labels.

The majority of international luxury brands can be found at the Iguatemi, Cidade Jardim, or JK shopping malls, as well as in the Jardins district’s Oscar Freire, Lorena, and Haddock Lobo streets. Cartier, Chanel, Dior, Giorgio Armani, Gucci, Louis Vuitton, Marc Jacobs, and Tiffany & Co. call them home.

Cidade Jardim, which opened in 2008 in So Paulo, is a 45,000-square-metre (484,376-square-foot) mall planted with trees and plants, with a concentration on Brazilian products but also international luxury labels like as Hermès, Jimmy Choo, Pucci, and Carolina Herrera. JK commercial center, which opened in 2012, introduced brands like as Goyard, Tory Burch, Llc., Prada, and Miu Miu to Brazil.

The Iguatemi Faria Lima shopping center, located on Faria Lima Avenue, is Brazil’s first mall, having opened in 1966. Jardins is one of the most affluent neighborhoods in town, including premium restaurants and hotels. Oscar Freire Street was once likened to Rodeo Drive by the New York Times. There are luxury automobile dealers in Jardins. D.O.M. is one of the world’s top restaurants, as determined by The World’s 50 Best Restaurants Award.

Nearly every area in town has a public telephone booth. They operate only on phonecards, which can be purchased at any newspaper stand. Regular phonecards enable you to make local and long distance calls, but the credits quickly deplete if the call is routed to another city or mobile phone. International calls need a specific phonecard, so be sure to ask the cashier for the proper one if that is the case.

São Paulo’s city code (also called locally as the DDD code) is (11), and so local telephone numbers use the pattern +55(11)0000-0000. If you are making local calls, you should omit the +55(11) prefix.

When dialing national numbers from SP, dial 0 followed by (15) Telefónica, (23) Intelig, or (21) Embratel, plus the two-digit DDD code and telephone number.

When calling overseas from São Paulo, you may also choose your telephone provider: dial 00 followed by (15) Telefónica, (23) Intelig, or (21) Embratel, then the country code and telephone number.

To make reverse charge calls inside the same city code region, dial 90 90 + the telephone number (do not dial 11).

To make reverse charge calls to other cities, dial 90 followed by (15) Telefónica, (23) Intelig, or (21) Embratel, as well as the two-digit DDD code and the destination telephone number.

Internet cafés (also known as cyber cafés or lan houses) are ubiquitous in urban areas.