Popular festivals are drawing thousands of tourists to São Paulo's interior, boosting the local economy and elevating the cities' status on the national calendar.
In 2025, the OBA Festival brought over 80,000 people to São José do Rio Preto, showcasing the growing trend of popular festivals in São Paulo's interior. Visitors hailed from over 300 cities, with many locals from São Paulo city opting for the festive atmosphere in the interior instead of the capital's traditional celebrations. This shift not only highlights changing consumer preferences but also emphasizes the interior of São Paulo as a significant cultural and economic hub during the carnival season.
The rise of these festivals is having a palpable impact on the local economy, generating jobs and stimulating businesses. The influx of tourists during events like the OBA Festival creates a vibrant market for local services, hospitality, and entertainment. Partners in tourism, like TV TEM's series
