São Paulo Prepares for Unprecedented Summer Season with Safety and Tourism Initiatives, Here’s All You Need to Know

Published on December 28, 2025

The State of SÃO PAULO is expected to witness the largest summer tourism wave in history, with expected tourist numbers amounting to 16.7 million by the end of March. As the year-end and summer holidays begin, the Tourism Economy Intelligence Center (CIET), a body of the State Secretariat of Tourism and Travel, expects a remarkable financial movement of R$41 billion, leaving no doubt as to the state’s successful recovery and growth of the tourism sector. The influx of tourists also happens at a time when the state is actively preparing to meet the demands of ensuring safety and sustainability during the summer season.

Operation Verão: Largest Safety Initiative for Tourists and Locals
In light of the anticipated surge in tourist activity, the State of São Paulo has launched Operation Verão, the largest safety initiative ever organized to protect residents and visitors during the high season. This operation, which kicked off in Bertioga, will ensure a comprehensive safety approach across the state, focusing particularly on coastal areas and other popular tourist destinations. According to the State Secretary of Tourism and Travel, Roberto de Lucena, ensuring the safety of all individuals is a critical component of São Paulo’s tourism efforts.

“There is no tourism without security,” Lucena remarked. “We are doing our part to ensure that citizens and tourists can enjoy their experiences on the coast and inland destinations in a safe environment. This is going to be the largest security operation in our state’s history.” The focus on safety is not just a reaction to increased tourism numbers, but also a proactive measure to ensure the well-being of visitors throughout their time in São Paulo.

Tourism Financial Impact: A Boost to the State’s Economy
The significant increase in tourist arrivals is expected to generate a direct financial impact of R$41 billion during the summer season. This financial boost is indicative of the strong demand for travel and tourism experiences within the state. With São Paulo’s coastal regions and inland cities offering a wide range of attractions, from pristine beaches to vibrant cultural events, the economic benefits are being felt across various sectors, including hospitality, transportation, retail, and local businesses.

In addition to beach vacations and cultural tourism, São Paulo has a strong tradition of attracting tourists for its historical sites, such as São Paulo city’s museums and art galleries, as well as nearby wine regions and nature reserves. This diversity of offerings continues to draw both Brazilian and international travelers looking for unique and varied experiences during the holiday season.

Conscious Tourism: Encouraging Sustainable Travel Choices
As part of its ongoing efforts to ensure a responsible and sustainable tourism experience, the State Secretariat of Tourism has introduced the Conscious Tourist Guide. This guide is designed to help tourists plan their trips effectively while encouraging them to explore destinations beyond the traditional beach hotspots. By promoting responsible tourism practices, the guide advises on aspects such as eco-friendly accommodations, safe purchasing of services, health and safety precautions, weather awareness, and respectful engagement with local communities.

The guide aims to raise awareness about the importance of minimizing environmental impact during travel, including conscious water usage and support for local economies. The initiative also incorporates QR codes in promotional materials, such as videos and printed documents, to make it easier for tourists to access key information and content related to sustainable travel.

Enhanced Security Measures for Summer Tourists
Operation Verão will involve an unprecedented investment of R$55 million to ensure the safety of residents and tourists throughout the summer months. The operation will mobilize 4,075 military police officers, 436 vehicles, and include support from the Civil Police, Fire Department, and Highway Police. The government is also deploying advanced technology to improve monitoring of tourist hotspots, including drones and aircraft, to enhance surveillance and response capabilities.

According to the Public Security Secretariat, around 2,800 officers will be stationed in the Baixada Santista region, while 861 officers will monitor the North Coast. Additionally, 253 firefighters and 147 Highway Police officers will work alongside local authorities to ensure that safety is prioritized during the busy summer period.

One of the key innovations introduced this year is the expansion of the Muralha Paulista program, a high-tech initiative aimed at increasing surveillance on the coast through a network of cameras equipped with facial recognition and license plate reading technology. With 1,700 cameras across 13 coastal cities, including both the North and South coasts, the program will provide an added layer of security for both residents and tourists.

Sustaining Growth: Focus on Year-Round Tourism
While the summer season promises to be historic in terms of both tourist arrivals and economic impact, São Paulo’s tourism authorities are also focused on sustaining this growth beyond the high season. By promoting year-round travel options, São Paulo aims to ensure that local businesses continue to benefit from the influx of domestic and international tourists throughout the year.

In addition to focusing on high season initiatives, the tourism department is working with various stakeholders to improve infrastructure and develop new tourism products, ensuring that São Paulo remains a competitive and attractive destination for travelers at any time of the year.

A Record-Breaking Summer for São Paulo

The 2025 summer season in São Paulo is coming to the fore as a record year in tourism, with more than 16.7 million visitors expected, with the direct financial impact reaching R$41 billion. With São Paulo’s broadly implemented safety efforts, from Operation Verão to its Conscious Tourist Guide, which promotes sustainable travel practices, the state is setting new records not just in tourism growth but also in responsible travel. And so, as more tourists flock to the beaches, cities, and cultural destinations of São Paulo, that ongoing growth bodes increasingly well for one of Brazil’s most popular tourist regions.