Top 13 must-see experiences in the Brazilian state of São Paulo

São Paulo may be known for its towering skyscrapers and bustling urban life, but there's much more to this city beyond its impressive title as Brazil's largest – it’s not all about the concrete jungle.

The state itself, slightly larger than the United Kingdom, is a diverse mix of rolling countryside, lush Atlantic rainforest, and sun-kissed beaches, all ready for adventure and discovery.

Here’s our selection of the 13 best things to do in both the vibrant capital and the stunning surroundings of São Paulo state.

Climbing the Farol Santander

While there are several skyscrapers offering breathtaking views of São Paulo's skyline (including favorites like Edifício Copan, Edifício Itália, and Hotel Unique), the Art Deco Farol Santander stands out as the most accessible option for tourists.

Originally built in 1939, the Farol Santander has been fully restored and now features a museum and a stunning observation deck on the top floor, where you can take in awe-inspiring views of the towering cityscape.

Farol Santander, Rua João Brícola, 24, São Paulo, SP; +55 (11) 3553-5627

Sampling Pizza Paulistana

São Paulo is one of the Southern Hemisphere's most exciting food hubs, offering a world of culinary options. With the largest Japanese population outside Japan, the city is a top destination for Japanese cuisine, but its status as a global pizza city is equally impressive.

Pizza Paulistana, or São Paulo-style pizza, often diverges from traditional Italian recipes, featuring plenty of cheese and bold, unconventional toppings like boiled eggs or fresh sage.

Bráz Pizzeria, Rua Vupabussu, 271, São Paulo, SP; +55 (11) 3037-7975

Discovering Parque Ibirapuera

While Ibirapuera may not be the greenest or most visually stunning urban park, it stands out for its rich cultural and architectural offerings, making it a favorite escape for São Paulo residents.

Designed by the renowned Brazilian architect Oscar Niemeyer, several key buildings within the 494-acre Ibirapuera Park stand out, including the striking Marquise, a vast, undulating marquee held up by 121 columns.

The park also houses remarkable museums like the Museu Afro-Brasil, Museu de Arte Contemporânea, and Museu de Arte Moderna, making it a perfect place to spend a cultural-filled day.

Parque Ibirapuera, Av Pedro Álvares Cabral, São Paulo, SP

Beach-hopping in Ubatuba

Ubatuba dominates the most beautiful part of the Paulista coastline, a coastal paradise with golden beaches framed by lush Atlantic rainforest that climbs over the Serra do Mar mountains like a vibrant green blanket.

Pousada Picinguaba offers understated luxury in a tranquil fishing village, serving as the perfect base for exploring the area's 100 beaches and countless islands.

Pousada Picinguaba, Rua G, Picinguaba, Ubatuba, SP; +55 12 99637-7173

Shopping in Embu das Artes

Located just 18 miles northeast of São Paulo, Embu das Artes was founded in 1554 and has grown from a small village to a hub for a famous weekend arts-and-crafts fair, making it one of the city’s best getaways.

With a bohemian atmosphere fueled by artists, intellectuals, and hippies, the colonial heart of Embu is filled with galleries, antique shops, and creative boutiques, plus a lively selection of bars and restaurants. Sundays are the best time to visit.

Feira de Embu das Artes, Largo dos Jesuitas, Embu das Artes, SP

Exploring Mercado Municipal

Known locally as 'Mercadão' ('Big Market'), São Paulo’s grand urban market is a stunning Belle Epoque structure, complete with stained glass windows and grand columns, designed by architect Francisco de Paula Ramos de Azevedo.

Inaugurated in 1933, this massive covered market is a feast for the senses, with vibrant tropical fruits, exotic spices, and homemade hot sauces lining its stalls. Don’t miss local favorites like the famous mortadella sandwiches from Bar do Mané or Hocca Bar, or try a pastel, a fried pastry filled with an array of Brazilian ingredients.

Mercado Municipal, Rua da Cantareira 306, São Paulo, SP

Strolling down Avenida Paulista

São Paulo’s main boulevard, Avenida Paulista, may only stretch for 1.7 miles, but it’s lined with striking modernist skyscrapers and conceals a number of hidden gems that make it a must-see for any city tour, earning its place as the Manhattan of Brazil.

From the 17th-floor observation deck at the newly opened SESC Paulista, to exploring Latin America’s largest collection of Western art at the iconic Museu de Arte de São Paulo (MASP), or experiencing Brazil-Japan cultural fusion at the beautiful Japan House, a walk along Paulista feels like stepping into the heart of the world.

Drinking in Ribeirão Preto

Located about 200 miles northwest of São Paulo, Ribeirão Preto has been brewing beer since the early 1900s. Once a mecca for chope (draft beer), the city now leads the way in cerveja artesanal (craft beer).

With around 10 breweries and countless bars serving the city’s 600,000 residents, Ribeirão Preto is home to some of Brazil's most renowned craft beer brands, including Colorado, Invicta, Lund, Walfänger, Weird Barrel Brew Pub, Pratinha Nanobrewery, and SP 330. The first two are among the pioneers and most widely available in Brazil.

Beer enthusiasts should head straight to Invicta’s taproom, where the 1000 IBU imperial pale ale delivers a bold and intensely bitter experience.

Invicta Cervejaria, Av. do Café, 1881, Ribeirão Preto, SP; +55 (16) 3236-1365

Summering in Ilhabela

While wealthy New Yorkers flock to the Hamptons, their Paulistano counterparts escape to Ilhabela, the 'Beautiful Island,' located 126 miles southeast of São Paulo.

With its stunning beaches, volcanic peaks, and lush tropical jungle dotted with over 360 waterfalls, Ilhabela is a tropical paradise. This UNESCO-protected biosphere is a perfect destination for a luxurious retreat at the chic DPNY Beach Hotel.

From your base at the DPNY Beach Hotel, you can hop between pristine beaches and explore the island’s waterfalls to your heart’s content.

DPNY Beach, Avenida José Pacheco do Nascimento, 7668, Ilhabela; +55 12 3894-3000

Chillin’ in Campos do Jordão

While most of Brazil doesn’t require winter gear, when Paulistanos crave a ‘winter wonderland,’ they head to Campos do Jordão, the country’s highest city at 5,341 feet above sea level.

Tucked away in the Mantiqueira Mountains and surrounded by quirky araucaria trees, Campos do Jordão is a charming city getaway known for fondue and lively atmosphere. Don’t miss the maze-like Parque Amantikir, nestled on a mountainside just outside the city.

Parque Amantikir, Bairro Gavião Gonzaga, 215, Campos do Jordão, SP; +55 (12) 9963 46784

Caving in Iporanga

Located in the remote southwestern region of São Paulo, about 200 miles from the city, Iporanga is home to Parque Estadual do Alto do Ribeira (PETAR), Brazil’s premier cave destination.

PETAR, a vast 137-square-mile state park, is home to over 350 documented caves spread across four Núcleos (sectors). The park also features numerous waterfalls, hiking trails, archaeological and paleontological sites, and quilombos – settlements historically established by escaped slaves or free Africans.

PETAR, SP165, Km156, Iporanga, SP; +55 (15) 3552-1875

Wine tasting at Vinícola Guaspari

While wine enthusiasts often praise the wines of Chile and Argentina, Brazil also produces some noteworthy bottles.

Most of Brazil’s finest wines hail from the southern state of Rio Grande do Sul, but a wine-tasting experience at Guaspari, just 123 miles north of São Paulo, is a surprising and delightful discovery.

Guaspari vineyards, nestled in a countryside traditionally known for coffee cultivation, has succeeded in producing exceptional Syrahs that have quickly won over São Paulo’s top sommeliers. File under: Brazilian Miracles!

Vinícola Guaspari, Rua Pedro Ferrari 300, Parque do Lago, Espírito Santo do Pinhal, SP; +55 19 3661-9190

Experience rural life at Fazenda Catuçaba

Located in the tranquil pasturelands of São Luiz do Paraitinga, about 124 miles east of São Paulo, this colonial plantation (fazenda) offers an idyllic escape from the city.

A stay at Fazenda Catuçaba is all about embracing rural serenity—enjoy organic farm-to-table meals, explore sustainable permaculture, ride horses, picnic in picturesque settings, and hike through the nearby Serra do Mar State Park.

Leave your phone behind.

Fazenda Catuçaba, São Luiz do Paraitinga, SP; +55 11 99163-5436