ABSTRACT Tourism and International Relations, as interdisciplinary fields, encompass diverse knowledge, making them complex subjects. This article explores how official international relations bodies at subnational levels influence tourism using paradiplomacy and city diplomacy concepts. Some states use tourism strategically in global power contexts, yet scientific analysis remains limited. São Paulo, Brazil's largest hub for international events, hosts numerous foreign representations. The central question of the article is, how has São Paulo leveraged international events and investments to strengthen its global standing through paradiplomacy and city diplomacy, with a particular focus on tourism as a strategic instrument of international engagement? Data collection combines interviews with public sector representatives and a systematic literature review. Findings show weak coordination among municipal agencies, with collaborations being sporadic. Despite São Paulo's global prominence, its tourism strategy lacks cohesion, reducing its effectiveness as a soft power tool. Strengthening strategic planning could maximize international tourism benefits and global positioning.
Lumertz et al. (2026) studied this question.