São Paulo has been featured in the list of 2025 Trending Destinations by American Express Travel. The credit card company’s annual Trending Destinations list “highlights the latest must-visit places, selected based on global American Express® Card Member travel bookings and expertise from Amex Travel’s global network of Travel Consultants, particularly with Millennial and Gen Z1 travellers in mind.

Described as “a multi-ethnic megalopolis”, São Paulo was chosen as “one of the great cultural destinations of South America, home to rich architectural heritage and some of the continent’s best museums, street art, and homegrown fashion – not to mention one of the world’s largest Pride parades”.

Brisbane, in Australia, Koh Samui, in Thailand, Paros, in Greece, and Macau, in China, are some other destinations around world featured in the list.

Things to do in São Paulo

São Paulo offers a diversity of cultural and gastronomic experiences, with influences from various parts of the world. At the São Paulo Museum of Art (MASP), located on the famous Avenida Paulista, you can appreciate the incredible architecture and art collection of the country’s first modern museum. The museum’s artistic curation ranges from pieces from the pre-Renaissance period to contemporary works of art. A must for anyone travelling around Sampa, the largest city in Brazil.

Spend an afternoon at Ibirapuera Park, where nature meets the urban scenery, and enjoy Liberdade neighbourhood, home to the Japanese community with award-winning restaurants.

The Museu da Língua Portuguesa celebrates the Portuguese language, where there is much to see and enjoy. If you prefer the outdoors, make sure to head to the lively neighborhood of Vila Madalena to see the murals by Graffiti artists like Kobra and Os Gêmeos. São Paulo also presents loads of street artworks that can be easily spotted during your ride across the city, turning it into an open-air museum

Located in the north zone of São Paulo, Parque da Juventude is another true urban oasis. With a well-equipped skate park, the location attracts skateboarders of all ages and skill levels. Besides skateboarding, the park offers extensive green areas, picnic spaces, and a diverse cultural programme.

The São Paulo LGBTQIA+ Parade is one of the biggest events of its kind in the world, attracting millions of people from all over to celebrate diversity and fight for equal rights. Taking place annually in June, the parade transforms the city’s streets into a vibrant spectacle of colours, music and expression.

Over the years, the Brazilian GP has become a focal point for Formula 1 fans, providing unforgettable and exciting experiences at the Autódromo de Interlagos in November. The passionate support of Brazilian fans, the vibrant atmosphere and the unique setting of São Paulo make this event a must-see experience for any speed enthusiast, establishing itself as one of the most exciting and anticipated stages of the world championship.

About EMBRATUR

EMBRATUR (the Brazilian Agency for International Tourism Promotion) is an autonomous social service whose objective is to plan, formulate and implement commercial promotion actions for Brazilian products, services and tourist destinations abroad, in cooperation with the federal public administration and in partnership with governments, city halls and the private sector. Please visit www.visitbrasil.com for additional information.