São Paulo prepares to host Women’s World Cup matches in 2027 with initiatives at WTM London

The City of São Paulo, through the Municipal Secretariat of Tourism, is taking part in WTM London for the second time with its own stand at one of the world’s leading tourism trade shows. As the city set to host the highest number of matches during the 2027 FIFA Women’s World Cup, São Paulo arrives at the event with the mission of showcasing itself as a tourism destination in Latin America to the European market, particularly the United Kingdom, widely recognised as the birthplace of modern football. The city will host a total of 10 matches at the Corinthians Arena and sees the tournament as an opportunity to promote its tourism attractions to football fans travelling to São Paulo for the competition. 

“São Paulo is the business capital of Latin America, but in recent years the city has also stood out for its gastronomy, entertainment and culture,” says Municipal Secretary of Tourism Gustavo Lopes. “Our focus now is to position the city as a tourism product for travel agencies, creating new travel opportunities around its events calendar,” he adds.

For the second consecutive year, companies from São Paulo’s tourism and events sector are taking part in the Discover São Paulo programme, promoting tourism services and experiences in trade fairs worldwide. Participants include travel agencies and attractions such as the Municipal Market – Mercadão, which showcases São Paulo’s gastronomic experiences.

The initiative is carried out in partnership with InvestSP, the investment and export promotion agency linked to the Government of the State of São Paulo.

The city of São Paulo recorded a 4.4% increase in international tourist arrivals between January and August 2026, compared with the same period in 2025. The figures highlight the strength of São Paulo as an international destination and one of the world’s most attractive cities for hosting major events, which generate significant economic and tourism activity. In addition to the 2027 FIFA Women’s World Cup, São Paulo will also host two major entertainment events: Lollapalooza and The Town, the latter created by the same team behind Rock in Rio. The city will also host the Formula 1 São Paulo Grand Prix, held at the Interlagos Circuit every November.

According to data from the Tourism and Events Observatory (OTE), international visitor numbers increased in seven of the eight months analysed. The strongest growth was recorded in March, when international arrivals rose by 11.5% compared with the same month in 2025, increasing from 249,539 to 278,348 visitors.

The growth in international tourism is part of São Paulo’s strong tourism performance in 2026. In the first half of the year, the city welcomed 25.4 million tourists, including both domestic and international visitors, a 13.3% increase compared with the 22.4 million recorded during the same period in 2025.

CITY OF SÃO PAULO - TOURISM SECRETARIAT
GIOVANNA LONGO - Communications Advisor
imprensaturismo@prefeitura.sp.gov.br
www.cidadedesaopaulo.com