Owl Over The World

Best Things to Do in São Paulo: Popular Attractions & Hidden Gems

Bilyana

If you’re wondering what the best things to do in São Paulo are,  you’re in the right place.

Before visiting Brazil, I wasn’t sure what to expect from São Paulo. Other people told me it’s “too big, too busy, and not interesting” and not really worth it. But they couldn’t have been more wrong because I ended up loving São Paulo, and I do think it is a fantastic city to visit.

Sure, São Paulo isn’t about beaches and sunsets like Rio, but this massive, energetic city is packed with culture, food, art, street life, and surprises around every corner.

So, if you love urban energy, good food, great art, and discovering a city beyond the tourist clichés, then you should definetely add São Paulo to your list of places to visit in Brazil.

After spending 7 full days exploring the city on foot, metro, and Uber, these are my personal recommendations for what to do in São Paulo, plus some of the must-see spots and hidden gems. Whether you only have one day or several, here’s your São Paulo attractions guide — with plenty of tips to help you get the most out of your stay.

I’ve also put together a separate São Paulo travel tips & FAQ guide if you also want to learn about safety, getting around, recommended budget for the city, and more.

Things to do in São Paulo

Avenida Paulista

Avenida Paulista is often at the top of every list of things to do in São Paulo, and that’s for a reason. This massive boulevard at the heart of the city buzzes with life all day and night, and is packed with museums, shops, restaurants, street performers, and great people-watching opportunities.

You can visit it any day, but Sundays are kind of special. Every Sunday, the boulevard closes to traffic and turns into a huge pedestrian zone filled with food stalls, music, skaters, and locals hanging out and partying. Unfortunately, we didn’t happen to be in the city on a Sunday, but yet, this is one of the best free things to do in São Paulo.

Some of the other attractions on the list are located along the Paulista Boulevard, and you can easily plan to visit them together  – MASP, Parque Trianon, and SESC are a few of these places, which I will be covering in more detail below.

MASP (Museu de Arte de São Paulo)

There is no doubt that this fascinating art museum is one of the best attractions of São Paulo. Furthermore, it is actually regarded as the most important art museum in the Southern Hemisphere and is considered a landmark of the city and a symbol of modern Brazilian architecture.

The concrete and glass structure floating above sea level is easily recognizable and makes for an iconic São Paulo photo.

In the museum,  you can find everything from Brazilian modernism pieces to classic European art. Regardless of its importance, MASP is not huge in size, and it takes about 1 to 2 hours to visit – more if you are really into art and stop by each piece to admire it and think about it.

The entry tickets cost about 15 EUR per person. It is, however, free to visit on Tuesdays.

Parque Trianon

Right across from MASP on Paulista Avenue, Parque Trianon feels like a slice of rainforest in the middle of the concrete jungle. It’s small, shady, and a great spot to escape the hustle of the boulevard for a quick break.

It’s not a “destination” on its own — think of it more as a very pleasant green pause between more active sightseeing. If you’re walking Paulista or visiting MASP, it makes for a great 20-30-minute detour for some rest.

If you’re visiting Rio as well, check out these other guides:

SESC Avenida Paulista (Viewpoint)

Finding a great viewpoint is one of my favorite things to do when visiting a new city, and while I was researching for such places in São Paulo, I came across SESC – a cultural hub in the heart of the city. It’s part cultural center, part cafe, part event space, but the highlight is the rooftop terrace on the 17th floor, with awesome views of the city.

And the best thing about it is that it is completely free. To visit, you just need to register first on their system. An app was needed when we visited and we installed and registered on the spot, so that is definetely something that you can do without planning too much in advance. However, I’d still advise visiting during the weekdays when it is less crowded.

There is also a cafe there, so you can even grab a drink and a bite to enjoy with the view.

Ibirapuera Park

If you ask me, Ibirapuera Park is one of the absolute best free things to do in São Paulo. It’s massive — think lakes, museums, art installations, running trails, and tons of green space — and very beloved by locals.

We went on a weekday morning and loved seeing joggers, dog walkers, and couples picnicking. You can easily spend half a day here wandering, or rent bikes if you want to cover more ground.

The park is amazing and 100% worth visiting.

São Paulo Cathedral (Catedral da Sé)

The Cathedral of  São Paulo is another stop you should add to your list of things to do. Located in the historic center, this towering neo-Gothic cathedral looks straight out of Europe, but with palm trees lining the square in front. It is free to enter.

Tip: Watch your pockets in this area — it’s a little rougher than Paulista or Pinheiros.

Beco do Batman (and Street Art Around São Paulo)

If you are a street art fan like me, then you’ll definetely love São Paulo because the city is full of it. One of the most popular places to see street art is Beco do Batman – a small alley in Vila Madalena completely covered in colorful murals. The art there changes regularly, so the chances are that even if it isn’t your first time in the city, you’ll still see something new there.

That said, you can spot beautiful and meaningful murals all over São Paulo. I definetely enjoyed Beco do Batman, but my favorite pieces were found spread across the city. The rest of Vila Madalena and nearby Pinheiros are both a paradise for street art lovers, and so is the center of the city. Wander beyond the main alley and you’ll discover amazing pieces in side streets, on garage doors, or hidden courtyards.

Liberdade District (Japantown)

Here’s an interesting fact for you that you most likely don’t know…

São Paulo has the largest Japanese population outside of Japan. I definetely didn’t know that before our visit and was even surprised by that fact, but it is true. Japanese immigrants started arriving in Brazil around 1908, and currently there are over 1.5 million Nikkei – a term used for Brazilian citizens with Japanese ancestry.

Liberdade, also known as Japantown, is a district of São Paulo famous for its typical Japanese restaurants and shops, and is a great place to stroll, snack, and shop for Japanese stationery, manga, or candy. Nowadays, Japanese people and their descendants no longer live in the neighborhood, but the place has remained a hot spot for anything Asian. Japanese maintain their commercial establishments in the district, and currently, many Chinese, Koreans, and Taiwanese live there, which has also helped shape the district as it currently is.

To be completely honest, I didn’t really enjoy Liberdade as it is way too busy and because it is filled with all kinds of bullshits in stores. However, the food scene there is absolutely amazing and is the reason why we kept going there. Plus, the great place we found for massages, of course.

So, with that being said, Liberdade should still be on everyone’s list of things to do in São Paulo – the food there, if not anything else, makes it definetely worth the visit.

Check out my São Paulo restaurant guide for my top recommendations on where to eat in the city, including some great spots in Liberdade.

Vila Portuguesa (hidden gem in Liberdade)

So, I don’t really know the history behind this place or whether that is even the name of it (that is the name I have found on Google Maps), but this Vila Portuguese spot is one of São Paulo’s more off-the-beaten-track gems — think old colonial-style courtyard that feels frozen in time. It’s not widely known to tourists, which makes it even cooler to stumble upon.

We found it almost by accident while exploring Liberdade. It’s so close to the chaos of the Japanese district, yet it remains unknown and so different and quiet. There was no one else there when we visited it, and there is not really that much to see or do, but the spot makes for great photos.

Mercado Municipal (Mercadão)

You can’t visit São Paulo and skip the iconic Mercadão Municipal. Mercadão Municipal is a must for foodies — and probably the best place to try São Paulo’s famous mortadella sandwich. It’s huge, the sandwich (stacked with meat and cheese!), so share if you’re not super hungry. Besides the sandwich, the market is full of tropical fruit stalls (offering samples), spice vendors, and little bars where locals sip beer and snack.

Pinacoteca de São Paulo

One of the best things to do in São Paulo if you’re an art lover — or honestly, even if you’re not — is to visit Pinacoteca.

Housed in a stunning late-19th-century red-brick building, the Pinacoteca is the oldest art museum in São Paulo and features an extensive collection of Brazilian art. You’ll find works spanning from the 1800s through to today, including modern sculptures, paintings, photography, and rotating contemporary exhibits.

But for me, what really made this museum special wasn’t just the art. It’s the atmosphere: the architecture is gorgeous, with high ceilings, courtyards, open walkways, and beautiful natural light pouring through. Even if you’re someone who usually finds museums tiring, this one doesn’t feel stuffy or overwhelming. You can wander at your own pace, pause in the courtyard cafes, or just soak in the ambiance.

The entry fee is about 4 EUR and is free to visit on Saturdays.

Explore the Jardins Neighborhood

Jardins is São Paulo’s upscale, leafy neighborhood — home to designer shops, stylish cafes, and some of the city’s best restaurants — and honestly, one of my favorite areas of the city. It’s perfect for an afternoon of walking, browsing, and people-watching. The vibe here is very different from other parts of São Paulo — calmer and more elegant.

And even if you don’t have the budget to indulge in shopping or restaurant hopping, just exploring the neighborhood is one of the best free things to do in São Paulo. I do have some recommendations for places to eat here in my São Paulo restaurant guide linked above.

P.S. Avenida Paulista and MASP are actually situated within the Jardins neighborhood, but I am referring more to the other part of this area that includes Rua Oscar Freire, Museu Brasilero da Escultura e Ecologia.

Visit Pinheiros & Vila Madalena

If you’re more into the creative, artsy vibe, you’ll love Pinheiros and Vila Madalena. These neighborhoods are full of cool cafes, vintage shops, street art, and bars. We spent a lot of time here, as Pinheiros is the area we chose to stay in, wandering little side streets, hunting for murals, stopping for a bite and a coffee.

From my list of things to do in São Paulo, Beco do Batman is here, but beyond that, there are loads to discover just by walking around, so I definitely recommend checking those areas out.

São Paulo for F1 Fans (Ayrton Senna’s Spots)

This one’s a bit more niche, but if you’re a Formula 1 fan like me, visiting São Paulo brings one very special opportunity: to pay tribute to the great Ayrton Senna — a true Brazilian hero and one of the most legendary drivers in F1 history.

The Senna mural near Avenida Paulista is definitely worth stopping by, as is Parque Ayrton Senna, located near Ibirapuera Park. And if you want to pay your respects, you’ll find Senna’s grave in Cemitério do Morumbi, about an hour from the city center.

Two other places you might want to look into are the Instituto Ayrton Senna and the Interlagos F1 track. I read mixed reviews about the Institute (it isn’t really open to the public, the reviews said), and I couldn’t find clear information on visiting the track — unless there’s a race or an official event happening, it didn’t seem worth the detour. Still, if you really want to make it, it may be worth doing some extra research to see what’s possible during your visit.

Sampa Sky

This is something I’ve had on our list of places to check out, but we didn’t make it – it is basically a glass-floored skydeck that juts out from a skyscraper in the city center, giving you the feeling of floating above São Paulo. Sampa Sky makes for the killer Instagram photo, though keep in mind it’s a bit pricey (around €15–20) and usually needs to be booked in advance, especially on weekends.

Farol Santender

Located in one of São Paulo’s historic skyscrapers, Farol Santander is part viewpoint, part cultural center, and part art gallery. The main reason to visit? The fantastic panoramic view of the city from the observation deck. It’s a great way to see just how massive and sprawling São Paulo really is — endless high-rises stretching in every direction.

I hope that this article has given you a good understanding of the best things to see and do in São Paulo. If you have any additional questions or comments, please let me know in the comment section below, and don’t hesitate to contact me.

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Thank you for reading,

Bilyana

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