摘要：This research aimed to verify which actions the municipal public administration would be developing in order to increase the quantity of visitors to the “Complexo Cultural Palácio das Artes” (PDA) located in Praia Grande (São Paulo State, Brazil). This case study was carried out between May and November, 2016 on the PDA, a cultural complex managed by the Municipal Government of Praia Grande, a city located in the Metropolitan Region of “Baixada Santista”, in the Coast of São Paulo State in the southeast region of Brazil. As a data collection technique, it was used bibliographical research, documentary research and the application of a semi-structured personal interview with the Culture and Tourism Secretary of this city. The research results pointed out to the market potential of the “Praia Grande” destination and the importance of the diversification and qualification of tourist attractions available through the promotion of the Cultural Tourism.
