Poços de Caldas, a city known for its natural beauty, mild climate, and famous hot springs, is establishing itself as a major tourist hub in Minas Gerais. With the introduction of Prima Qualità, the premium line of Cooxupé, visitors to notable attractions in the city will now be able to enjoy high-quality coffee. This partnership emphasizes the region's commitment to enhancing the tourist experience, appealing to both locals and travelers alike.

Key tourist destinations such as the Cristo Redentor Park, which welcomed around 620,000 visitors in 2024, and the cable car, attracting more than 185,000 users, will feature this celebrated coffee. Such statistics highlight the popularity and significance of these attractions, which play a vital role in Poços de Caldas’ tourism landscape. Other spots, including the Japanese Garden, Véu das Noivas Waterfall, the Fountain of Love, and the Bird Zoo, have contributed to a 24% increase in accommodation searches in 2024, reinforcing the city’s growing appeal.

Overall, the introduction of Prima Qualità as the official coffee marks a strategic move to bolster tourism in Poços de Caldas. With a flourishing interest in the city's offerings, the collaboration not only enhances the culinary experience for visitors but is also likely to have positive economic ramifications for local businesses and the tourism sector as a whole, further establishing Poços de Caldas as a leading tourist destination in Brazil.