10 Surprising and Authentic Things to Do Year-Round in Franca Brazil

Key Takeaways:

• Franca blends deep-rooted coffee culture, traditional craftsmanship, and urban nature escapes all in one destination.

• Known as Brazil’s “Shoe Capital,” the city also offers art, outdoor activities, and cultural festivals year-round.

• Franca is a friendly, lesser-known gem that rewards visitors seeking authenticity and charm beyond the coastlines.

Located in the northeastern corner of São Paulo state, Franca is a city that’s rich in tradition, history, and creativity. While it may not be on the radar of every traveler, it has carved out a national reputation as Brazil’s footwear capital, thanks to its thriving leather industry and family-run factories. Beyond its economic roots, Franca is also known for its deep coffee heritage, scenic urban parks, and cultural events that bring the community together all year long. The city combines small-town friendliness with urban comforts, offering a grounded and vibrant atmosphere for anyone looking to explore a different side of Brazil. From museums and markets to lakes and live music, Franca is full of character waiting to be uncovered.

Table of Contents

1. Tour the Historical Museu Casa de Carioca

2. Visit the Leather Factories and Shoe Outlets

3. Sip and Learn at a Local Coffee Farm Tour

4. Stroll Through Parque Fernando Costa

5. Attend the Festa do Peão de Franca Rodeo Festival

6. Explore Art Exhibits at the Centro Cultural de Franca

7. Walk the Trail and Lookouts of Parque dos Pinhais

8. Shop Handicrafts at Feira de Arte e Cultura

9. Paddle or Picnic at Lagoa do Jardim Zoobotânico

10. Catch a Local Show at Teatro Municipal José Cyrino Goulart

1. Tour the Historical Museu Casa de Carioca

Museu Casa de Carioca is a charming colonial-era house that has been transformed into a historical museum chronicling Franca’s past. Its rooms are filled with vintage furnishings, artifacts, and photographs that reflect both the region’s social life and cultural heritage from the 19th and early 20th centuries. Visitors can explore exhibits on local politics, religious traditions, and family life, all beautifully preserved in this quaint, time-capsule home.

The museum staff are friendly and often share personal stories about the city’s evolution, adding a layer of authenticity to the visit. Outside, you’ll find a peaceful garden where events and musical performances occasionally take place. It’s a perfect first stop for travelers who want to understand the soul of Franca before diving into its other attractions. The building itself, with its architecture and aura, makes you feel like you’ve stepped back in time.

2. Visit the Leather Factories and Shoe Outlets

Franca is globally known as Brazil’s shoe-making capital, and exploring its factories and outlet stores offers a unique blend of craftsmanship and commerce. Many of the leather shoe factories offer guided tours where visitors can see every step of production—from tanning hides to stitching the final product. The attention to detail and pride in traditional methods is palpable, making it both an educational and inspiring experience.

After learning how the shoes are made, stop by nearby outlets for some of the best leather footwear deals in the country. Whether you’re looking for boots, sandals, or handbags, the variety and quality are unbeatable. It’s also a chance to support local businesses and bring home a functional piece of Brazilian heritage. Even if you’re not a big shopper, the behind-the-scenes look at this iconic industry is a must in Franca.

3. Sip and Learn at a Local Coffee Farm Tour

Franca’s surrounding region is part of Brazil’s coffee belt, and visiting a local coffee farm offers insight into this cherished tradition. Farms near Franca welcome visitors to see the bean-to-cup process—starting with plantation walks, then continuing through drying, roasting, and finally, tasting. You’ll learn how elevation, soil, and sun all impact flavor and quality.

Guides often include stories of the families who’ve run these farms for generations, blending history and hospitality into the experience. Tastings are taken seriously, and you’ll likely never sip your morning brew the same way again. Some farms also serve lunch or traditional snacks with a view of rolling green hills. It’s a peaceful and aromatic excursion that perfectly captures the region’s character.

4. Stroll Through Parque Fernando Costa

One of Franca’s most beloved green spaces, Parque Fernando Costa offers a scenic and accessible place to walk, relax, or people-watch. Located near the city center, the park features walking trails, exercise stations, a small lake, and shaded seating areas. It’s a favorite among locals for morning jogs, dog walks, and weekend family outings.

Throughout the year, the park also hosts public events like open-air concerts, yoga sessions, and artisan markets. The atmosphere is laid-back and friendly, with musicians sometimes strumming acoustic tunes near the gazebo. It’s the kind of spot where you can spend a lazy afternoon soaking up the rhythm of daily life in Franca. If you’re craving some downtime between sightseeing, this park is your go-to retreat.

5. Attend the Festa do Peão de Franca Rodeo Festival

Every year, usually in July, Franca throws one of the most exciting events in the region—its annual rodeo festival known as Festa do Peão. Combining Brazilian cowboy culture with music, food, and spectacle, this event draws thousands of locals and tourists alike. Expect bull riding, barrel races, and high-energy performances from Brazil’s biggest sertanejo (country music) stars.

Beyond the arena, the festival grounds host food stalls, artisan vendors, carnival rides, and dance floors that stay active late into the night. It’s a vibrant, community-centered celebration that offers a unique cultural snapshot of interior Brazil. Even if you’ve never attended a rodeo, the welcoming energy and sheer entertainment value make it a highlight. Just be sure to book accommodation early—it’s one of Franca’s biggest weekends of the year.

6. Explore Art Exhibits at the Centro Cultural de Franca

The Centro Cultural de Franca is the city’s creative heartbeat, hosting rotating exhibits, theater performances, and workshops year-round. Housed in a beautifully restored historic building, it serves as a gallery space for local and regional artists showcasing painting, photography, sculpture, and multimedia installations. The venue also supports emerging voices, giving visitors a chance to experience fresh perspectives on Brazilian life and identity.

In addition to exhibitions, the center regularly offers music recitals, poetry nights, and cultural lectures. Whether you’re a serious art enthusiast or a casual explorer, the diversity and accessibility of the space make it a rewarding visit. It’s a great way to discover Franca’s contemporary side beyond its historical and industrial roots. Entry is usually free or very affordable, making it perfect for travelers on a budget.

7. Walk the Trail and Lookouts of Parque dos Pinhais

For a quiet nature escape without leaving town, head to Parque dos Pinhais—an elevated green space with scenic walking trails, native pine trees, and breathtaking sunset views. The park is especially popular with locals who come to walk their dogs, jog, or simply admire the panoramic sights of Franca. Its higher elevation means you get cool breezes and wide horizons, ideal for morning hikes or evening strolls.

There are a few lookout decks where you can sit and reflect, as well as benches and grassy areas for picnics. Educational signs along the trail highlight local flora and fauna, offering a gentle learning experience along the way. It’s a peaceful, under-the-radar gem for those looking to recharge amid nature. You won’t find crowds here—just quiet beauty and a view that stretches for miles.

8. Shop Handicrafts at Feira de Arte e Cultura

Held regularly in Franca’s central plazas, the Feira de Arte e Cultura (Art and Culture Fair) is a lively outdoor market celebrating local creativity and craftsmanship. Dozens of artisans gather to sell handmade jewelry, home décor, traditional toys, and textile goods that reflect the cultural fabric of the region. It’s a vibrant place to find unique gifts or souvenirs while supporting small, independent creators.

The fair often features live performances by local musicians and dance groups, adding rhythm and energy to the browsing experience. Food vendors also make the rounds, serving everything from brigadeiros and pastel to fresh sugarcane juice. Whether you’re hunting for keepsakes or soaking up community vibes, this fair captures Franca’s cultural soul. Check with the tourism office or cultural center to find out when the next one is happening.

9. Paddle or Picnic at Lagoa do Jardim Zoobotânico

Tucked away in a quieter part of the city, Lagoa do Jardim Zoobotânico is a serene destination perfect for nature lovers, birdwatchers, and families. The small lagoon offers paddle boat rentals during the warmer months, while surrounding green areas are ideal for lounging or enjoying a casual picnic. Ducks and turtles often make appearances, charming kids and photographers alike.

There’s a playground, walking paths, and informational plaques about local plant species, making it both relaxing and educational. The calm atmosphere contrasts with the busier downtown parks, offering a more intimate experience with nature. It’s a great mid-day break for those exploring the city at a slower pace. Bring a snack, a good book, and unwind by the water.

10. Catch a Local Show at Teatro Municipal José Cyrino Goulart

Franca’s cultural life comes to life at the Teatro Municipal José Cyrino Goulart, a modern venue that regularly hosts plays, concerts, dance performances, and film screenings. The theater’s programming features both regional talent and national acts, making it a cornerstone of entertainment in the city. With excellent acoustics and a sleek design, the venue provides a top-tier experience for any type of show.

Even if you’re not fluent in Portuguese, many performances transcend language—especially music, dance, and visual storytelling. Tickets are reasonably priced, and the calendar includes special events around holidays and festivals. Attending a performance here is a fantastic way to mingle with locals and feel part of Franca’s cultural heartbeat. Don’t forget to check the lineup during your stay—you might catch something unforgettable.

What to do if you have kids?

Franca is a great destination for families with kids thanks to its abundance of open spaces, cultural centers, and hands-on learning experiences. Parque Fernando Costa and Parque dos Pinhais provide room to run and explore, while spots like the Zoobotânico lagoon offer paddle boating fun and wildlife sightings. Local bakeries and sweet shops make snack time a delight, and festivals like the Festa do Peão often include family-friendly rides and shows. Plus, the city’s museums and artisan fairs are engaging for kids with curious minds. Bring a stroller for longer walks and a camera to capture their wide-eyed moments.

Where can I find free events in Franca Brazil taking place this weekend?

To find the best free events in Franca this weekend—from concerts and artisan markets to open-air movies and yoga in the park—use PlanMyWeekend.ai. This easy-to-use platform curates local experiences based on your location and interests. Whether you’re visiting solo or with family, it’s the perfect way to uncover last-minute plans that won’t cost a thing. Franca’s cultural calendar is full of surprises, and this tool ensures you don’t miss out on any of them.

Final Thoughts

Franca may not be the first city that comes to mind when you think of Brazilian travel, but that’s exactly what makes it special. With its blend of traditional craftsmanship, peaceful green spaces, and cultural richness, it offers a grounded, refreshing experience away from the tourist crowds. Whether you’re here to explore history, shop for leather goods, or simply relax in a park with coffee in hand, Franca invites you to slow down and savor the everyday beauty of Brazil’s interior. Ready to discover your next hidden favorite? Franca is waiting.

Author: Dejon Brooks

Dejon Brooks is an entrepreneur who founded Trend Watchers with his life savings. Aged 24, Dejon has turned Trend Watchers into a successful business. After reaching over 150M+ people on his personal accounts, he now spends his time growing Planmyweekend.ai