São Paulo’s top 5 attractions guide for BiS SiGMA South America 2026
BiS SiGMA South America 2026 is set to welcome delegates to São Paulo from 06 to 09 April. The city is more than just a business hub, it’s a place where architecture, history, and city life come together close to the Transamerica Expo Centre. If your summit schedule is packed, this guide highlights attractions you can enjoy without missing important events.
With thousands of industry professionals attending, time will be limited. These landmarks were picked for their easy access and relevance, so you can get a feel for São Paulo between meetings, dinners, and networking. Each spot shows a different side of the city and offers a quick break from a busy schedule.
5 landmarks beyond the expo floor
Just a short trip from the venue, you’ll find several cultural and city highlights that are easy to explore and give you a real sense of São Paulo.
- Avenida Paulista
Avenida Paulista is about 14.6 km from the Transamerica Expo Centre and is known as São Paulo’s financial and cultural centre. With museums such as the iconic Museu de Arte São Paulo, restaurants, and green spaces, it’s a lively spot that’s perfect for a quick business break or a short cultural visit. A long stretch of street stalls offer an eclectic selection of everything from second hand vinyls to hand-made handbags, and on Sundays, the tree-lined boulevard closes to traffic, making this the perfect place to hang out. Musicians and street performers are everywhere, as are food stalls, restaurants, and pubs.
• Financial centre
• Museums and dining
• Urban atmosphere
- Farol Santander
Farol Santander is about 21.8 km from the venue and is one of Brazil’s tallest buildings, inspired by the Empire State Building. This well-known landmark has an observation deck at the top, giving you great views of São Paulo’s historic centre and skyline.
• Observation deck views
• Historic centre location
• Landmark architecture
- Museu do Ipiranga
At approximately 19,9 km by car, Museu do Ipiranga serves as the headquarters of the Paulista Museum in São Paulo. It specialises in history and material culture and is part of the University of São Paulo, offering visitors a structured insight into Brazil’s historical development and national identity.
• Historical collections
• Academic institution
• Cultural significance
- Beco do Batman
Beco do Batman is about 14.4 km from the venue in Vila Madalena. This open-air gallery is famous for its changing graffiti art. Artists regularly update the walls, making it a lively showcase of São Paulo’s creative urban culture. From its famous namesake to political statements, the art is bold, colourful, and provocative.
• Street art gallery
• Vila Madalena setting
• Creative expression
- Mercado Municipal (Mercadão)
Mercado Municipal is about 21.8 km away and is one of São Paulo’s most traditional food and tourist spots. In the historic centre, it brings together local produce, food vendors, and the city’s culinary traditions, giving visitors a real taste of daily life. On the menu? São Paulo’s famous mortadella sandwich – arguably the king of all sandwiches for its mountain of luncheon meat and cheese. The market is also packed with tropical fruit stalls and spice vendors.
• Traditional food market
• Historic centre
• Local gastronomy
These spots were chosen for their cultural value and because they’re easy to reach from the summit venue. Together, they offer a simple way to experience São Paulo’s character, letting you explore the city without straying far from your schedule.
As Brazil grows in the global gaming industry, São Paulo is at the heart of this progress. The city’s scale and diversity reflect the industry itself, with business and culture coming together throughout the day. Keep an eye out for the latest industry trends and check out the full agenda for BiS SiGMA South America in São Paulo, Brazil, from 06 to 09 April 2026, supported by SOFTSWISS.
About SOFTSWISS
SOFTSWISS is a global tech company and a top name in iGaming software. With over 15 years of experience and more than 2,000 team members, they offer a full range of solutions like their Casino Platform, Sportsbook, and Game Aggregator. SOFTSWISS was the first to bring cryptocurrency to the industry and remains focused on reliable technology and growth in regulated markets.
For nearly two years, SOFTSWISS has worked with Rubens Barrichello, bringing high-performance ideas into their tech development. The Formula 1 driver and 11-time Grand Prix winner is the Non-Executive Director for Latin America, helping guide the company’s strategy in the region. Delegates and partners can meet the team at Booths M80 and M85 during BiS SiGMA South America 2026.
