How One Paulista Entrepreneur is Redefining São Paulo's Culinary Tourism

Marina Costa never intended to become a tourism pioneer. When she launched Sabores da Cidade—a curated food experience platform—from a modest office in Vila Mariana three years ago, she was simply trying to solve a personal frustration: visitors to São Paulo were missing the authentic flavours that make the city's neighbourhoods distinctive.

Today, her venture processes over 12,000 bookings annually, generating an estimated R$8.2 million in direct revenue while channelling R$4.7 million to partner restaurants and food artisans across the city's periphery and established districts alike. The platform now operates in twelve neighbourhoods, from the bohemian streets of Vila Madalena to the Japanese enclave of Liberdade, and the emerging food scene in Mooca.

"What sets us apart is hyper-locality," Costa explained during a recent conversation at her expanded headquarters on Rua Bandeira, in the Bixiga neighbourhood. "We're not selling 'São Paulo'—we're selling Pinheiros' craft coffee culture, or the Armenian pastry traditions in Bom Retiro. That specificity attracts serious travellers, not just casual tourists."

The numbers support this thesis. According to São Paulo's convention bureau, food tourism now represents 23% of leisure visitor spending, up from 14% in 2022. Costa's platform captures roughly 8% of that segment, a remarkable penetration for a three-year-old startup competing against established international platforms.

Her competitive advantage lies partly in relationships. Costa personally vets participating venues—currently numbering 87 restaurants and food producers—and maintains direct partnerships with neighbourhood associations. This approach has cultivated fierce loyalty among local business owners who see Sabores da Cidade as a genuine alternative to mass-market tourism models that extract value without reinvestment.

The business model also prioritises employment: the company employs 34 full-time staff, predominantly from the neighbourhoods where tours operate, and contracts 23 freelance guides. Pricing ranges from R$145 for neighbourhood walking tours to R$380 for exclusive chef's table experiences.

As international visitor numbers to São Paulo climb—tourism authority data shows a 31% increase since 2023—entrepreneurs like Costa are proving that sophisticated, locally-rooted businesses can scale profitably while strengthening community economies. Her next expansion targets the emerging street food scene in Campos Elíseos and plans for a cooking school in partnership with neighbourhood culinary collectives.

In a city often defined by its size and complexity, Costa's success illustrates how focus and authenticity can transform a local market into a global advantage.

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