Tatiana Cesso
São Paulo, Brazil’s vibrant and cosmopolitan city, has been officially recognized as one of the most desirable travel destinations for 2025 by American Express Travel. The announcement came as part of the company’s annual Trending Destinations list, which highlights the top ten global hotspots that are expected to capture the interest of Millennial and Gen Z travelers in the coming year. According to Amex, São Paulo stands out for its dynamic cultural scene and unique blend of modernity and tradition, making it a compelling choice for young, adventurous explorers.
The methodology behind Amex’s Trending Destinations list involves a thorough analysis of global booking data from its Card Members, combined with insights from Amex Travel’s extensive network of travel consultants worldwide. The list is curated to identify cities that not only reflect current travel trends but also promise enriching experiences for the next generation of explorers. This year, São Paulo secured its place among other prestigious global destinations, reinforcing its position as one of South America’s leading cultural capitals.
“We want our Card Members to experience all that travel has to offer,” said Audrey Hendley, President of American Express Travel. “Through our global travel expertise and guides like our annual Trending Destinations list, we help our Card Members plan unforgettable trips and inspire them to explore new places. São Paulo, with its rich cultural offerings and ever-evolving energy, is the perfect destination for travelers looking for a truly immersive experience.”
A Hub for Creative and Cultural Energy
While Rio de Janeiro may be Brazil’s most famous tourist magnet, São Paulo is increasingly recognized as a destination in its own right—one that offers a completely different yet equally captivating experience. Known for its eclectic mix of cultures, cuisines, and artistic expressions, the city has established itself as a trendsetter in fashion, music, and gastronomy. São Paulo’s rise to the top of American Express’s list comes as no surprise to those familiar with its reputation as a city that never stops evolving.
American Express’s inclusion of São Paulo is a testament to the city’s growing appeal among Millennial and Gen Z travelers, who value destinations that offer a mix of authenticity, culture, and vibrant energy. These younger generations are not just looking for picturesque views—they want to engage with places that tell a story, offer new perspectives, and allow them to experience life as a local. São Paulo, with its multicultural neighborhoods, lively art scene, and booming social calendar, ticks all the boxes.
Competing With Global Heavyweights
São Paulo shares the 2025 Trending Destinations list with nine other cities, each with its own unique charm and appeal. The destinations include a diverse mix of well-known cities and hidden gems:
- Brisbane, Australia: Known for its excellent museums, diverse dining scene, and vibrant nightlife.
- Brittany, France: Celebrated for its distinctive coastal scenery and picturesque seaside trails.
- Franschhoek, South Africa: A gem in the Cape Winelands, famous for its vineyards and farm-to-table dining.
- Koh Samui, Thailand: A tropical paradise with lush jungles and pristine beaches, soon to be featured in a popular TV series.
- Macau, China: A fascinating blend of Portuguese and Chinese influences, with its UNESCO World Heritage sites and renowned fusion cuisine.
- Moab, Utah, United States: The gateway to Utah’s national parks, attracting outdoor enthusiasts from around the world.
- Nikko, Japan: A tranquil retreat with stunning waterfalls and scenic hiking trails.
- Paros, Greece: A laid-back island known for its cultural scene and beautiful coastline.
- Sun Valley, Idaho, United States: A top destination for year-round outdoor adventures, from skiing to fishing.
Each of these destinations, including São Paulo, was selected for its ability to offer a distinct travel experience, catering to the interests and expectations of today’s travelers. With its rich cultural fabric, dynamic energy, and an atmosphere that blends tradition with modernity, São Paulo stands out as a destination that invites exploration and rewards curiosity.
Why São Paulo Is a Must-Visit in 2025
Beyond the data-driven selection process, São Paulo’s inclusion in the Trending Destinations list speaks to its broader appeal as a cultural powerhouse. The city is a melting pot of influences from around the world, evident in its language, architecture, cuisine, and art. Visitors often find themselves captivated by the city’s unique rhythm—a combination of fast-paced modernity and deep-rooted traditions that coexist harmoniously.
As Millennial and Gen Z travelers increasingly prioritize destinations that offer cultural depth, diversity, and opportunities for authentic engagement, São Paulo’s allure continues to grow. From its role as a business hub to its standing as a cultural beacon, São Paulo is a city that surprises and delights at every turn.
In 2025, São Paulo is poised to welcome a new wave of travelers eager to experience its dynamic lifestyle, vibrant social scene, and immersive cultural offerings. With American Express shining a spotlight on this Brazilian metropolis, the world is taking note—and the city is ready to show why it’s a top pick for young, discerning travelers looking for an experience that’s anything but ordinary.
