If, as is often claimed, size matters, then São Paulo is of inestimable importance. The biggest city in the Southern Hemisphere, the Brazilian economic powerhouse flaunts its size more perhaps than any other megatropolis. Tokyo, New York and Istanbul, by comparison, are just a series of small towns carved up by water. Even monstrous Mexico City is divided into manageable segments by its famous hills.

São Paulo, however, seems to stretch endlessly across what were once almost featureless plains. At times you feel you can actually sense the presence of every one of the 20 million Paulistanos who call this home.

Driving into the city from Rio de Janeiro, you pass a chain of historic cities — Bananal, Areias and Silveiras — and the immense cathedral at Aparecida seems to loom over the road. It still feels like tropical pioneering territory, but just after you cross the Tropic of Capricorn, the Presidente Dutra Highway spreads out across an intimidating 18 lanes of heavy traffic. There is no mistaking the fact that you are now entering one of the world’s greatest cities. By the time you hit city center and the steel and glass skyscrapers of Avenida Paulista, it is abundantly clear that “Sampa” (as it is affectionately called) is a city that is going places. The city ranks among the 10 richest in the world; and with gross domestic product growing 4.2 percent annually, economists estimate that by 2025 it will be No. 6.

In an era when most of the world’s economies are tightening their belts, it is obvious that, at least among the lucky elite, Sampa has money. And to spare. There are no less than 70 major shopping malls here, and the super-chic thoroughfare of Rua Oscar Freire has officially been rated the world’s eighth most luxurious street.

Founded 300 years ago, in its early, far humbler days the city flourished on coffee exports out of the neighboring Santos port. But it has come a long way from its conception as a backcountry agricultural town run by semi-feudal “coffee dons.” These days, about $3.5 billion changes hands each day at the stock exchange, and São Paulo is headquarters to more foreign corporations than any other city in Brazil. Although the traditional focus was always on manufacturing (everything from textiles to pharmaceuticals), increasing numbers of great young minds from the continent’s premier university are now finding employment in businesses related to the computer industry.

For an inquiring visitor, part of the city’s attraction is due to its ethnic diversity. During the local industrial revolution, thousands upon thousands of immigrants arrived, particularly from Italy and Japan. The roots of these early immigrants are far-reaching. More pizzas are consumed every day in São Paulo (an estimated 1.5 million) than in the whole of Italy. At the height of the immigration, there were twice as many Italians as Brazilians in São Paulo; today, the Liberdade quarter is home to the largest Japanese community outside of Japan itself.

São Paulo is free of the notorious crime rates of Rio de Janeiro — in fact, the city’s murder rate is less than half the national average — and of its high temperatures. Although just a few miles out of the official limits of the tropical zone, São Paulo’s altitude affords it a temperate climate, with the mercury rarely rising above 86 degrees Fahrenheit. The city’s early agricultural success was built on a relatively high rainfall, and it is for good reason that São Paulo bears the nickname Terra da Garoa (Land of Drizzle).

Despite its size and notorious rush-hour traffic, São Paulo is an eminently comfortable city to visit for business or tourism. The key is to choose your location carefully. Within a short taxi ride of Avenida Paulista few things are lacking either on the business or entertainment front. Favela slums sprawl on the outskirts of the city, but for those lucky enough to live life on more luxurious terms, São Paulo is almost unparalleled — witness the city’s helicopter fleet, the largest in the world.

There are a thousand good reasons São Paulo now receives more air passengers than any other city in the Southern Hemisphere. Paulistanos have always been notoriously proud of their great city. And the world is finally catching on in a big way.

If Brazil is Latin America’s greatest booming “jaguar economy,” then it is quite clear where the teeth of the jaguar are located. São Paulo’s ambitious motto might have been dreamed up with just this period in mind: Non ducor, duco — I am not led, I lead.

Diversions

As befits a great cosmopolitan metropolis, few places can compete with São Paulo for culture and entertainment. Sampa boasts more than 12,000 restaurants, 200 cinemas, 70 shopping malls, 60 museums, almost 40 parks and perhaps the world’s liveliest and most varied nightlife.

For an unforgettable insight into a city that influenced the history of Brazil, visit the Paulista Museum, in a beautiful building styled along the lines of the Palace of Versailles. Soccer plays such an immense part in the Brazilian psyche that the wonderful Museu do Futebol should be considered a necessary stop if you really want to understand the country. (You will never regret a visit here simply for the abundance of conversational gambits it offers for important business meetings with Brazilians.)

São Paulo escapes being entirely overwhelming because of its wealth of green areas. Parque do Ibirapuera is the city´s most famous park; and Parque da Cantareira, a UNESCO site, offers wonderful city-center trekking through the endangered Atlantic Forest.

For those who want to escape the city altogether, the most popular option is a trip to the string of beautiful Paulista beaches. Praia do Encanto (Charm Beach) is well named and is one of the prettiest in Brazil. Caraguatatuba provides a stretch of no less than 18 picture-perfect beaches with a great range of accommodations and facilities.

Info to Go

Air passenger traffic into São Paulo is the highest in the Southern Hemisphere, with almost 48 million visitors each year. Guarulhos International Airport (GRU) is 16 miles northeast of city center, but connections by shuttle

Just The Facts

Time Zone: GMT – 3

Phone Code: County code: 55

City code: 11

Currency: Brazilian real

Entry/Exit Requirements: U.S. citizens must have a valid passport and apply for a visa before entering Brazil (available at a Brazilian embassy or consulate in the United States).

Official Language: Portuguese

Key Industries: Textiles, mechanical and electrical appliances, furniture, foodstuffs and pharmaceuticals

Lodging

Emiliano

Rated by many as São Paulo’s most luxurious hotel, Emiliano includes butler service and a gift pair of Emiliano’s signature Havaianas sandals. Rua Oscar Freire, 384 $$$$

Hotel Unique

São Paulo’s most spectacular designer hotel offers every facility you could need, including an underwater sound system in the rooftop pool. Av. Brigadeiro Luis Antonio, 4700, Jardin Paulista $$$$

Sheraton São Paulo WTC Hotel

Located next to the WTC Convention Center, the 296- room Sheraton offers all the cutting-edge facilities for business travelers. Av. Nações Unidas Av., 12559, Brooklin Novo $$$$

Dining

Dalva e Dito

Chef Alain Poleto has created the best place in the country to sample Brazilian home cooking, refined to Michelin-star standards. Rua Padre João Manuel, 1.115, Cerqueira César $$$$

Restaurante Figueira Rubaiyat

Built around an ancient fig tree, this is the perfect place to try traditional feijoada (pork and black bean stew), the national dish. Rua Haddock Lobo, 1738, Jardin Paulista $$$

Skye Bar & Restaurante

São Paulo’s sexiest and most stylish drinks venue also offers innovative contemporary cuisine by award-winning chef Emmanuel
Bassoleil. Hotel Unique, Av. Brigadeiro Luis Antonio, 4700, Jardin Paulista $$$$

Checking In With Tom Potter

Area Vice President in South America, Hilton Worldwide

What Keeps Hilton At The Top Of The List Of Luxury Hotels For Busines Travelers?

We focus primarily on business facilities, productivity, room design and thoroughly efficient service. São Paulo is an extremely dynamic city, and business travelers need a space that combines stress-free productivity and relaxation. Our location in Brooklin Novo (next to the World Trade Center) is convenient for business and not too hectic at night.

What Sets São Paulo Apart From Other South American Cities?

People are sometimes fazed by its sheer size, but it’s only as daunting as you make it. Traffic can be heavy; try to work around it — choose to stay close to the area of your activity. Security problems are minimal; the city is much safer than Rio and the country as a whole.

São Paulo has experienced major improvements in the past few decades. Trucks from the industrial areas to the north once passed through the city to get to the Santos port, but now the extended ring road diverts them out of the city. Since the ’70s, São Paulo has fostered culture, so there is an unbelievable selection of museums, theaters and cultural activities.

How Is São Paulo Coping In The Curent Economic Climate?

São Paulo is extremely dynamic, with lots of new businesses. It would not be an exaggeration to say that São Paulo is the economic lungs of the country. Visitor numbers are higher than ever, and Hilton is achieving almost 80 percent occupancy. This is particularly high, since São Paulo is primarily a work city, and many people leave at the weekend.

What Attractions Do You Recommend For Visitors?

São Paulo State is massive; you could travel for months and not see everything. Many Paulistanos escape to the coast at the weekend — favorite beaches are at Ubatuba, Parati and Ilha Bela. The protected national park island of Ilha Grande is about 2.5 hours away. Some of the continent’s best golf courses are within an hour inland. I go sailing most weekends on Guaratinguetá Lake, a beautiful area south of the city.

What Tips Can You Ofer Foreign Busines People Wanting To Work In São Paulo?

The key to setting up business in any new city is being prepared
to adapt. Bureaucracy is not nearly as bad as it might
appear at first. Red tape has improved, and a network for guidance
can help massively. That, and patience.

The International Newcomers Club of São Paulo is one of the best resources for English speakers, but there are similar associations for different nationalities. If you are traveling throughout the area, try to live close to the international airport. If you are going to be finding your way around São Paulo, invest in a good GPS!

Weblinks

Emiliano

Hotel Unique

International Newcomers Club of São Paulo

Museu do Futebol

São Paulo Tourism

Sheraton São Paulo WTC Hotel

Skye Bar & Restaurante