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SÃO PAULO: CITY OF THE WORLDFacts and figures of business, events, travel and tourism in the city of São Paulo

2Altino Arantes Building. Caio Pimenta, 2008

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SÃO PAULO: CITY OF THE WORLDFacts and figures of business, events, travel and tourism in the city of São Paulo

PARTNER INSTITUTIONS

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

Brazilian Association of Bars and Restaurants(ABRASEL)

Brazilian Association of Hotel Industry(ABIH)

Latin American Association of Road ManagersGens and Corporate Events (ALAGEV)

Brazilian Central Bank(BACEN)

Brazilian Airport Infrastructure Company (INFRAERO)

Forum of Hotel Operators of Brazil(FOHB)

Economic Research Institute(FIPE)

System of Data Analysis State Foundation (SEADE)

GRU Airport

Brazilian Institute of Geography and Statistics(IBGE)

Ministry of Tourism(MTUR)

World Tourism Organization(OMT)

São Paulo Convention & Visitors Bureau(SPC & VB)

Municipal Secretary of the Treasury of São Paulo

Union of Vehicle Rental Companiesof the State of São Paulo(SINDLOC)

Union of Companies for the Promotion, Organization and Assembly of Fairs, Congresses and Events of the State of São Paulo (SINDIPROM / SP)

SOCICAM - Bus Terminals and Representations

Brazilian Union of Trade Fair Promoters(UBRAFE)

Viracopos Airports Brazil

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.

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: research@spturis.com or contato@spcvb.com.br.

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David Barioni Neto, President

São Paulo Turismo S/A

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,

Municipal Theater. José Cordeiro, 2017

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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 Pride Parade, 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 PresidentSão Paulo Convention & Visitors Bureau

Chá Bridge. Jefferson Pancieri, 2015

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Summary

Centro de São Paulo. José Cordeiro, 2017

Introduction p.8Enjoy Sao Paulo p.9

Numbers of Tourism p.10Tourists profile p.12

Business Trade Shows p.14Congresses and Conventions p.16

Means of Lodging p.18Culture and Leisure p.19

Mobility p.22Gastronomy p.26

Finance p.28Health and Wellness p.29

Shopping p.30Official Tourism Data p.32

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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!

São Paulo Downtown. José Cordeiro, 2016

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Enjoy São Paulo!

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.

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.

Aerial view of São Paulo. José Cordeiro, 2017

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1. Estimate of the Observatory of Tourism and Events / FIPE / SPTuris, 2011; 2. IBGE, 2010; 3. Ministry of Tourism, 2016;

BRL 11,4 BILLIONS IN TOURISM

RECEIPTS IN 20161

2% PERCENTAGE OF TOURISM

ACTIVITIES IN THE CITY GDP2

52 SECTORS OFECONOMYRELATED TO TOURISM2

9,6% PERCENTAGE OF TOURISM

ACTIVITIES IN THE BRAZILIAN GDP3

455 THOUSAND JOBS3

MANAGEMENT

TRAVEL AGENCIES AND TOURISM

FOODS

ARCHITECTS

WHOLESALERS

DRINKS

FUELS

CIVIL AND NAVAL CONSTRUCTION

DECORATIONS

ENTERTAINMENT

ENERGY

EQUIPMENTS

MANUFACTURE OF AIRCRAFT

FINANCIAL

HOSPITALITY

COMPUTING

LAUNDRY

LESSONS

WOOD

MINING

PLASTICS

METAL PRODUCTS

CHEMICALS

RESORTS

RESTAURANTS

SANITATION

SAFETY

GRAPHIC SERVICES

TEXTILES

CONVEYORS

AND MORE...

14,9 MILLIONS OF TOURISTS

IN SÃO PAULO 20161

2,5 MILLIONS OF INTERNATIONAL

TOURISTS 20161

12,4 MILLIONS OF DOMESTIC

TOURISTS IN 20161

Tourism numbersEverything 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.

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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.

83,9%

16,1%

DOMESTIC

INTERNATIONAL

5 MAIN ORIGIN OF INTERNATIONAL TOURISTS TO SÃO PAULO1

5 MAIN ORIGIN OF DOMESTIC TOURISTSTO THE CITy OF SÃO PAULO1

TOURISTS BREAKDOWN IN SÃO PAULO1

1. Survey of Tourism Demand. Observatory of Tourism, SPTuris, 2015.

ARGENTINA

UNITED STATES

GERMANYFRANCE

SPAIN

SÃO JOSé DOS CAMPOS

SANTOS

RIBEIRÃO PRETO

CAMPINAS

SOROCABA

PARANá

MINAS GERAIS

RIO DE JANEIRO

SANTA CATARINA

RIO GRANDE DO SUL

OTHER STATES

SÃO PAULOSTATE

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Tourists ProfileWho 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.

180 BRL AVERAGE SPENT OF TOURISTS

484 BRL AVERAGE SPENT OF TOURISTS

3 DAYS AVERAGE STAYS OF TOURISTS

4 DAYS AVERAGE STAYS OF TOURISTS

Paulista Avenue. Caio Pimenta, 2012

DOMESTIC INTERNATIONAL

Tourism Demand Research. Observatory of Tourism, SPTuris, 2015.

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BUSINESSAND EVENTS

CULTURE AND LEISURE

73,9%

42,0%

20,4%

73,1%

33,5%

70,1%

92,3%

26,3%

31,2%

31,4%

7,7% 62,2%

Arrive in Their own CAr

MoTivATeD By BuSineSS

MoTivATeD By evenTS TrAveleD Alone

gueSTS in hoTelS

hoSTS in frienDS or fAMily hoMeS

viSiT PAuliSTA Avenue

uSe SuBwAy for TrAnSPorTATion

TrAveleD wiTh fAMily

go To BArS AnD reSTAurAnTS

go To BArSAnD reSTAurAnTS

go ShoPPing

PR

OFI

LE

PR

OFI

LE

84,1%

ArriveD in São PAulo By CAr

Tourism Demand Research. Observatory of Tourism, SPTuris, 2015.

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Trade fairsSão 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.

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.

Business in trade fairs. José Cordeiro, 2017

UBRAFE - Brazilian Union of Fair Promoters / FIPE - Foundation for Economic Research, 2013

15Couromoda Trade fair. Caio Pimenta, 2014

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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

1. São Paulo Convention & Visitors Bureau, 2017. 2. International Congress and Convention Association, 2017.

301 CONGRESSES AND CONVENTIONS1

12%OF ALL EVENTS THAT HAPPEN IN THE CITY1

1962DIVERSE EVENTS, SUCH AS MEETINGS, WORKSHOPS AND SEMINARS1

MORE THAN 16 MILLION

VISITORS1

1ST PLACEIN BRAZIL AND 6TH IN AMERICAS OVER ICCA RANKING2

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.

Congresses and conventions

17rotary international Congress. José Cordeiro, 2015

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2.460AVAILABLE BEDS

IN HOSTELS

410 HOTELS

61,5%OCCUPANCY RATESIN HOTELS IN 2016

52,4%OCCUPANCY RATES IN HOSTELS IN 2016

42 MILAVAILABLE APARTMENTS

IN HOTELS

72HOSTELS

200720062005

58,7%

64,7%67% 67,3%

61,3%

68,3% 69,3%

66%

65,5%

2008 2009 2010 2011 2012 2013

ANNUAL OCCUPANCY RATES

Tourism and Events Observatory, SPTuris, 2017

2014

63,8%

2015 2016

61,4%

61,5%

AccomodationSão 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

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Culture and LeisureThe 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.

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 FESTIVALSLIKE 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

vida noturna paulistana. José Cordeiro, 2016

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LEISURE ATTRACTIONS IN SÃO PAULO

145 THEATERS AND VENUES1

115 CULTURAL CENTERS1

109 PARKS AND GREEN AREAS4

158 MUSEUMS1

150 LIBRARIES2

333 SPORT AND WELLNESS CENTERS3

11 SOCCER STADIUMS1

With the greatest diversity of productions of the country, from national spectacles to the most consecrated international artists.

São Paulo is diverse even in libraries: with collections in braille, comic books or entirely devoted to poetry, book lovers have plenty of options in the city.

The city’s museums attract visitors for both its magnificent collection and its architecture: the São Paulo Museum of Art is a must-see for lovers of modern and unique buildings.

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

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

The metropolis has a park that was elected one of the best in the world: the Ibirapuera Park. In addition, the Ecotourism Pole of São Paulo is an invitation to visitors to enjoy nature even within the city of São Paulo.

Football is in the soul of the paulistano. Whether it’s a game with great clubs in the historic Pacaembu Stadium or a return to the essence of sport at Javari Street Stadium, the experience of seeing the great stars of the game in São Paulo is unforgettable.

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.

21ibirapuera Park. José Cordeiro, 2015

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MobilitySão 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.

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

3 AIRPORTSIN SÃO PAULO MET. AREA: CONGONHAS, GUARULHOS, CAMPO DE MARTE1

66.6 MILLIONS OF ARRIVALS IN SÃO PAULO MET. AREA

AIRPORTS2

596 THOUSANDOF TAKE OFFS AND LANDINGS IN THE 3 AIRPORTS IN 20162

45 INTERNATIONAL CITIES WITH DIRECT FLIGHT FROM SÃO PAULO1

41DOMESTIC CITIES WITH DIRECT FLIGHTS FROM SÃO PAULO1

53 AIRLINES IN OPPERATION IN THE 3 AIRPORTS2

Congonhas Airport. José Cordeiro, 2015

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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 STATIONSFOR 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

Sé Cathedral. José Cordeiro, 2016

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METROPOLITAN TRANSPORTATION MAP: SÃO PAULO

Secretary of State of Transport, 2017

25

MAIN ROAD ACCESS TO SÃO PAULO CITY

Denatran-SP, 2016.

Fernão DiasBandeirantesAnhanguera

Castelo Branco

Regis Bittencourt

Imigrantes Anchieta

Ayrton Senna

Rodoanel

Marginal Tietê

Marginal Pinheiros

SÃO PAULO METROPOLITAN AREA

Dutra

Raposo Tavares

luz Train Station. José Cordeiro, 2016

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20 THOUSAND RESTAURANTS

52 SPECIALTIES OF FOOD

30 THOUSAND BARS

500 STEAKHOUSES

350 DINERS/ BURGER SHOPS

600 JAPANESE RESTAURANTS

(400 THOUSAND SUSHIS/ DAY)

80

VEGETARIAN RESTAURANTS (200 IN BRAZIL)

4,500 PIZZA RESTAURANTS

400 FOOD TRUCKS IN SÃO PAULO MET. AREA

SÃO PAULO IS THE SECOND LARGEST CITY INNUMBER OF RESTAURANTS,

FOLLOWING NEW YORK.

GastronomyIf 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

Fonte: ABRASEL, 2017

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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.

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864 THOUSAND CREDITCARD TRANSACTIONS/ DAY

1.9 THOUSAND BANK BRANCHES

50,800INDUSTRIES

38 OF 100 LARGEST PRIVATE COMPANIES WITHNATIONAL INVESTORS

63% OF INTERNATIONAL GROUPS BASED IN BRASIL

17 OF 20LARGEST BANKS IN BRAZIL

8 OF 10 LARGEST STOCK BROKERS IN BRAZIL

BOVESPA LARGEST STOCK IN SOUTH AMERICA

40 INTERNATIONAL CHAMBERS OFCOMMERCER AND BUSINESS

noite m São Paulo. Divulgação hotéis Meliá, 2017

São Paulo Convention & Visitors Bureau, 2017

FinancesThe 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.

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Health and wellnessHeadquarters 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.

899 MEDICAL EVENTS BASED IN SÃO PAULO IN 20161

ALBERT EINSTEIN HOSPITALCONSIDERED THE BEST IN LATIN AMERICA

LEADER IN TRANSPLANTSBY THE LARGETS PUBLIC TRANSPLANT SYSTEM IN THE WORLD3

BUTANTAN INSTITUTEONE OF THE LARGEST BIOMEDICAL RESEARCH CENTER IN THE WORLD5

9 THOUSANDCLINICS2

50MEDICAL 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.

hospital em São Paulo. São Paulo Convention & visitors Bureau, 2017

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25 DE MARçO STREETLARGEST 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

ShoppingThe 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

Tourism and Events Observatory, 2017

31Porto geral Street. José Cordeiro, 2015

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Official Tourismfacts & 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 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 CARIBBEAN

48,068 31,821 38,933 42,879 43,154 52,520 61,968 53,709 51,412

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

Chart 1: TOURIST ARRIVALS BY REGION IN THE WORLD

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

World (total of tourists/ millions )

904 922 882 940 982 1,035 1,087 1,134 1,186

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%

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

World(millions)

South America (millions)

Brazil(millions)

South America (Brazil % in the World)

Brazil (% in South America)

Brazil (% 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%

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

World Tourism Organization, 2017

World Tourism Organization, 2017

Central Bank of Brazil, 2017

World Tourism Organization, 2017

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Chart 1: TOURIST ARRIVALS BY REGION IN THE WORLD

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

World (total of tourists/ millions )

904 922 882 940 982 1,035 1,087 1,134 1,186

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%

Observatory of Tourism and Events/ FIPE, 2011

Methodology:- Estimates based on a trend scenario for the Brazilian economy developed by the Foundation for Economic Research (FIPE), through the main emitters of domestic and international tourists raised by the Observatory of Tourism and Events, and for the World Economy provided by the Economist Intelligence Unit;

- Tourism receipts based on tourism demand projections (FIPE) and average costs of national and international tourists in the city of São Paulo, including lodging, leisure, food, transportation and shopping; - Described in the Municipal Tourism Plan of São Paulo (PLATUM, 2011-2014).

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

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

Chart 7: PASSENGERS IN AIRPORTS

CONGONHASGUARULHOS DOMESTIC

GUARULHOS INTERNACIONAL

GUARULHOS TOTAL

VIRACOPOS DOMESTIC

VIRACOPOS INTERNACIONAL

VIRACOPOS 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

INFRAERO, GRU Airport and Viracopos Aeroportos Brasil, 2017

Tabela 8: AIRPLANES IN AIRPORTS

CONGONHASGUARULHOS DOMESTIC

GUARULHOS INTERNACIONAL

GUARULHOS TOTAL

VIRACOPOS DOMESTIC

VIRACOPOS INTERNACIONAL

VIRACOPOS 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

34

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

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

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

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

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

Socicam, 2017

Socicam, 2017

Secretary of Finances, 2017

Observatory of Tourism and Events, 2017

Observatory of Tourism and Events, 2017

35

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

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

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

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

Observatory of Tourism and Events, 2017

Observatory of Tourism and Events, 2017

Observatory of Tourism and Events, 2017

MEANS OF ACCOMODATION DISTRIBUTION IN SÃO PAULO

HOTéIS

HOSTELS

Observatory of Tourism and Events, SPTuris, 2017

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AquárioAutódromoArquitetura CivilArquitetura Religiosa/ Templo ReligiosoBibliotecaCemitérioCentro CulturalEstádioFaculdade/ UniversidadeHipódromoMercadoMuseu/ Galeria de ArteParque de DiversõesPlanetárioTeatro/ Sala de ConcertosZoológico

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TOURIST ATTRACTIONSSÃO PAULO CITY1

Observatory of Tourism and Events, SPTuris, 2017

37

Tabela 18: TOURISTS IN SÃO PAULO CITY: COMPLETE PROFILE

General Domestic International Business Leisure Health Study

GENDER (%)Masculino 63,1% 62,7% 67,4% 77,4% 56,8% 45,4% 46,1%

Feminino 36,9% 37,3% 32,6% 22,6% 43,2% 54,6% 53,9%

TOURIST ORIGIN (%)

Brasileiros 98,9% - - 77,4% 98,2% 100% 98,1%

Estrangeiros 1,1% - - 22,6% 1,8% 1,9%

MAIN DOMESTIC ORIGIN

1o SP SP - SP SP SP SP

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

MAININTERNATIONAL

ORIGIN

1o Argentina - Argentina Argentina EUA - Argentina

2o EUA - EUA Bolívia Austrália - Irlanda

3o Portugal - Portugal Espanha França - -

4o Bolívia - Bolívia México Portugal - -

5o Austrália - Austrália Portugal Colômbia - -

MAIN TRAVELMOTIVATION (%)

Eventos 3,9% 2,6% 2,2% - - - -

Negócios 46,7% 41,3% 28,3% - - - -

Lazer 25,1% 34,9% 39,1% - - - -

Estudos 3,8% 1,4% 6,5% - - - -

Saúde 5,0% 1,0% - - - - -

Visita amigos/ parentes

13,6% 18,7% 23,9% - - - -

Outros 1,9% 0,1% - - - - -

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

AVERAGESPENT (BRL) - 688 671 1.935 754 645 668 377

MAIN MEANS OF ACCOMODATION - Amigos e

parentesAmigos e parentes

HotelAmigos e parentes

Amigos e parentes

Amigos e parentes

Amigos e parentes

MAIN ACTIVITIES IN THE CITY 1o Gastronomia Gastronomia Gastronomia Gastronomia Gastronomia

Visita/ centros médicos

Gastronomia

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

Observatory of Tourism and Events, SPTuris, 2017

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 pesquisa@spturis.com.

38Terraço itália restaurant. José Cordeiro, 2015

39

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SÃO PAULO: CITY OF THE WORLDFacts and figures of business, events, travel and tourism in the city of São Paulo

www.cidadedesaopaulo.comwww.visitesaopaulo.comwww.observatoriodoturismo.com.br