Everything you need to know about attending the Sao Paulo Pride Parade, 2025

Launched in 1997 by the Associação da Parada do Orgulho GLBT de São Paulo (APOGLBT-SP), the Sao Paulo Pride Parade has grown from a grassroots event to one of the largest pride events in the world. With annual attendance in Sao Paulo often exceeding 3 million people, and in some years reportedly nearing 5 million, it has become both a cultural phenomenon and a political statement. The parade combines celebration and protest, highlighting both the achievements of the LGBTQ+ community and the challenges still faced in Brazil and beyond.

In 2024, the theme “Vote with Pride – for a Brazil without LGBTphobia” called attention to the importance of political engagement and the need for inclusive policies in a country where violence and discrimination against LGBTQ+ individuals remain pressing issues.

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When & where is the Sao Paulo Pride Parade in 2025?

The São Paulo Pride Parade is traditionally held on a Sunday in June, aligning with LGBTQ+ Pride Month in Brazil and globally, and typically scheduled near International Pride Day, which is observed on June 28.

In 2025, the event is set for Sunday, June 22. The parade takes place along Avenida Paulista, São Paulo’s most iconic street. The starting point is the Museum of Art of São Paulo (MASP), a landmark with a strong history of progressive art and civil demonstrations.

This central location makes it convenient to attend, with easy access via the city’s metro lines and bus routes.

The São Paulo Pride Parade Route

Crowds begin gathering by mid-morning around MASP, with the official kick-off typically occurring between 2:00 PM and 3:00 PM (it's Brazil, who knows really).

The event continues down Rua da Consolação and concludes at Praça Roosevelt, a well-known public space that becomes the center of extended celebrations, concerts, and speeches. The parade runs for several hours, with colorful floats called “trio elétricos” serving as moving stages for DJs, musicians, drag performers, activists, and celebrities.

Each float is sponsored by different LGBTQ+ organisations, businesses, or political movements, presenting themed messages around visibility, rights, and diversity. Avenida Paulista is closed to traffic for the day, and tens of thousands of security personnel, healthcare workers, and volunteers are deployed to ensure the safety and smooth functioning of the event. Food vendors, hydration stations, and medical assistance points are strategically placed along the route to support the large crowd.

Pre-parade festivities and nightlife

Leading up to the main parade, Sao Paulo transforms into a city-wide celebration of LGBTQ+ culture. The three weeks prior are filled with themed parties, film screenings, debates, art exhibits, and pride-themed festivals. Popular districts like Frei Caneca—often dubbed the "gay street" of São Paulo—and Largo do Arouche turn into epicenters of nightlife, with bars, clubs, and outdoor events. See the full schedule of events on the official parade website or on their Instagram.

The Circuit Festival, Brazil’s largest LGBTQ+ party series, hosts multiple events over several days, drawing international DJs and thousands of attendees. Local LGBTQ+ organisations also use this time to hold educational forums and support sessions addressing mental health, gender identity, and legal rights.

The LGBTQ+ Diversity Cultural Fair (Feira Cultural da Diversidade LGBT+), often held in the Anhangabaú Valley, is one of the highlights, attracting thousands with its mix of gastronomy, handicrafts, and live performances. The LGBTQ+ Diversity Cultural Fair will take place on the 19th of June, further details to be announced.

Other popular events in the lead up to the parade include the Pride Run, to be held on 21st of June, and Cinema in the Park (Cine na Praça) in Parque Augusta, on the 6th of June from 12pm - 9pm.

Themes and advocacy at the São Paulo Pride Parade

The theme of each year's parade is determined by APOGLBT-SP, and reflects current sociopolitical issues affecting Brazil's LGBTQ+ community. Past themes have included demands for marriage equality, trans rights, protection against hate crimes, and broader inclusion in government policy.

The theme of the São Paulo Gay Pride Parade in 2023 was "Looking Back and Moving Forward", and was chosen amidst a national outcry over drag queen performances.

The 2024 theme, "Enough Neglect and Setbacks in the Legislature", centered on voting responsibly to defend LGBTQ+ rights, and participants were encouraged to wear green and yellow, the colors of the national flag, as a way to reclaim national pride for all citizens, regardless of orientation or gender identity. The themes also influence the parade's visual aesthetic, with floats and costumes reflecting the theme.

The theme for the 2025 pride parade has not yet been announced.

Impact of the São Paulo Pride Parade

Economically, the São Paulo Pride Parade is one of the city’s most profitable annual events. According to local tourism boards, the 2024 edition generated close to R$500 million (approximately USD $95 million) for the local economy. Hotels, restaurants, retail stores, and ride-sharing services all see a major uptick in activity during Pride Week.

The cultural impact is equally significant, as the event boosts visibility for LGBTQ+ artists and entrepreneurs. Cultural spin-off events include theater performances, photography exhibitions, and panel discussions focused on gender, sexuality, and inclusion.

Ready to plan your trip?

The São Paulo Pride Parade is more than a festival—it’s a declaration of presence, power, and pride. As it moves into its 29th year in 2025, it remains a powerful reminder of both how far the LGBTQ+ movement has come in Brazil and how much work remains. It brings together people from across the globe to honor love, diversity, and the fight for equal rights.

Find out how to keep your belongings safe at the Pride Parade by following my my guide on how to keep your valuables safe at carnival.

Have you been to the Sao Paulo Pride Parade? Let me know in the comments below!