From Favela Tours to Five-Star Experiences: How one São Paulo entrepreneur is reshaping the city's visitor economy

On a humid Tuesday morning in Paraisópolis, one of São Paulo's largest favelas, Marina Costa adjusts her microphone and welcomes a group of international visitors to what has become one of the city's most authentic tourism experiences. What began five years ago as a modest walking tour operated from a converted community centre on Rua das Flores has evolved into a sophisticated tourism enterprise that generated over R$2.8 million in annual revenue last year—with 70 per cent flowing directly to local guides, artisans and hospitality workers.

Costa's venture, Raízes Experiências Urbanas, represents a shift in how São Paulo markets itself. Rather than the traditional circuit centred on the Museu do Ipiranga and Avenida Paulista, her model emphasizes neighbourhood immersion, cultural authenticity and economic redistribution. "International visitors want meaning, not just monuments," Costa explains. "They want to understand how the city actually works."

The numbers support her thesis. Tourism board data shows that experiential tours—those involving direct community engagement—have grown 34 per cent year-on-year in São Paulo since 2024, now representing 12 per cent of the city's estimated 15 million annual visitors. Average spend per visitor on these tours runs R$180-350, substantially higher than conventional museum visits.

What distinguishes Raízes is its operational structure. Costa employs 23 full-time local guides and partners with 40 neighbourhood businesses—from street-food vendors in Paraisópolis to craft workshops in neighbouring Vila Andrade. Visitors don't simply observe; they participate in capoeira lessons, learn traditional cooking techniques and purchase directly from artisans, creating transparent economic chains.

The model has attracted attention beyond São Paulo. Last month, the organisation received a sustainability award from the Brazilian Tourism Board, one of only three companies recognised for community-centred innovation. International travel platforms including Airbnb Experiences and Withlocals now feature Raízes tours prominently, expanding reach to affluent demographics—a 2025 survey showed average visitor income of $85,000 annually.

Costa's background—she holds an MBA from FGV and spent eight years in corporate marketing—shapes her approach. "I understood brand positioning and market segmentation," she notes. "I simply applied those tools to tell Paraisópolis's story rather than letting outsiders tell it incorrectly."

As São Paulo competes with Rio de Janeiro and Salvador for tourism revenue, entrepreneurs like Costa demonstrate that authenticity and community benefit aren't luxuries—they're competitive advantages. Raízes projects 45 per cent revenue growth this fiscal year, positioning it as a model other Brazilian cities are beginning to emulate.

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