Valéria Almeida, known for her long tenure as a journalist with Globo, is launching a new season of her show Paulistar, which focuses on the daily life and culture of areas in São Paulo that are often overlooked in typical tourist itineraries. The show aims to highlight the vibrant local culture and encourage residents and visitors alike to explore different neighborhoods and discover points of interest outside the usual sightseeing paths.

Almeida, who has 15 years of experience with the network, expresses her excitement over the new season and the trust placed in her by the programming team. Growing up in the Areia Branca neighborhood of Santos, she has witnessed her community primarily portrayed in negative lights in the media. Now, through her role in Paulistar, she aims to change that narrative by showcasing the rich culture and everyday life of these areas, thereby fostering a greater appreciation among viewers.

The focus of Paulistar not only supports local tourism but also enhances community pride. By featuring stories, cultural events, and hidden gems throughout São Paulo, Almeida's program invites the audience to engage more deeply with the city and its diverse offerings. As the show airs, it carries the potential for influencing public perception and boosting the local economy by attracting more visitors to less-commercialized parts of the capital.