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Marília gains strength in experiential tourism with a large-scale complex that includes an artificial beach, winery, resorts, equestrian center, and leisure attractions amidst valleys and mountains, in a bid to expand the presence of the São Paulo city on the national itinerary.
Marília, in the Central-West São Paulo region, is advancing to expand its presence in national tourism with the Praia do Valle – Beach Club, a tourist complex announced with 350 thousand square meters, an artificial beach with waves, 15 million liters of water, four beachfront resorts, winery, equestrian center, leisure areas, and one of the largest zip lines in the country.
By combining a consolidated urban structure, terrain marked by valleys and mountains, and experiences related to water, wine, sports, and nature, the development transforms a geographical feature of the city into a tourist asset.
With a population estimated by IBGE at 247,348 inhabitants in 2025, Marília already exerts regional influence in health, education, commerce, and business tourism, while seeking to strengthen a new economic front focused on leisure stays.
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Presented by those responsible as the largest valley artificial beach in the world, the project includes a beach with white sand, wave pool, lazy river, themed pools, infinity edge, water slides, aquatic playground, lake, swim-up bar, spa, and hot tub areas.
Besides the aquatic area, the complex includes a walking track, ecological trail, viewpoint, VIP cabanas, baby space, beach tennis courts, gastronomic village, mall with shops, and equipment aimed at active leisure.
This combination seeks to bring the beach sensation closer to the mountainous landscape that characterizes part of the Marília territory, creating a visitation proposal associated with the terrain, permanence, and consumption of experiences in a single space.
Marília bets on experiential tourism
In the district of Avencas, the location of the development reinforces the intention to explore the potential of the municipality’s valleys, rocky cliffs, and open areas, incorporating the topography as part of the complex’s tourist identity.
Previously seen mainly as a natural element of the landscape, this formation becomes part of the project design and serves as a basis for a tourist narrative linked to the interior of São Paulo, contemplation, and structured leisure.
According to businessman Daniel Alonso, responsible for the project, the initiative aims to expand Marília’s vocation beyond the flows already linked to services, events, and business.
“We expand this through the offer of a high-standard club that will be a national reference due to the size of the project, encompassing the artificial beach, the Dom Alonso Winery, and a Haras, in addition to the construction of four resorts, all beachfront,” he stated.
The statement summarizes the strategy of bringing together, in the same area, aquatic leisure, accommodation, gastronomy, sports, wine tourism, and contemplation activities, a format that seeks to keep the visitor longer at the destination.
In this model, different services are concentrated in the same space and strengthen the logic of permanence, especially among families, regional tourists, and visitors attracted by experiences that combine infrastructure, landscape, and diverse programming.
Inserted in the movement of tourism inland, Praia do Valle follows investments made by cities away from the coast in facilities capable of simulating beach experiences for nearby audiences with road access.
In regions with demand for family leisure, this type of structure seeks to reduce dependence on long trips to the coast and create new tourist centralities inland, supported by services, accommodation, and entertainment.
Dom Alonso Winery expands itinerary in Marília
Integrated into the Praia do Valle ecosystem, the Dom Alonso Winery occupies the so-called Sacred Valley of Vineyards and works with red grapes such as Malbec, Merlot, Syrah, and Grenache.
The varieties cultivated in the enterprise are associated with wine production in different wine regions, which allows the complex to approach a tourist experience also linked to gastronomy, rural landscape, and thematic visitation.
The name Dom Alonso refers to previous generations of Daniel Alonso’s family, according to the project presentation, and reinforces the attempt to create a unique identity for the winery within the tourist complex.
According to the information released by the enterprise, the cultivation of the vines follows technical parameters and has shown indicators considered positive since the first harvest, reported for November 2025.
By creating a visitation alternative less dependent on the aquatic area, the investment in wine broadens the tourist scope of the complex and allows attracting audiences interested in tastings, gastronomy, events, and contact with the production process.
In this context, wine tourism functions as a complementary axis to the artificial beach, as it adds programming for different visitor profiles and strengthens the use of the valley landscape as a differentiation element.
The association between winery, terrain, and local identity also helps to diversify the tourist brand of the enterprise, with the potential to engage both families seeking leisure and visitors interested in rural experiences.
Artificial beach will have 15 million liters of water
The main element of visual impact at Praia do Valle, the aquatic area plans for 15 million liters of water distributed between a beach with waves and other attractions, creating a coastal experience in a city in the interior of São Paulo.
The announced structure includes pools with different uses, children’s spaces, a lazy river, rest areas, and recreational equipment, in a composition designed to cater to visitors of various ages in the same environment.
With waves and white sand, the project reinforces the attempt to reproduce elements associated with the beach environment without requiring travel to the coast, something relevant for regional audiences seeking short or medium-duration leisure.
According to the creators, the naturalistic aesthetic seeks to reduce the sensation of a conventional water park and bring the space closer to a setting integrated with the valley, with vegetation, slopes, and views of the surroundings.
This proposal combines high-standard infrastructure with the open landscape, marked by green areas and rugged terrain, to create an experience that depends on both leisure equipment and natural ambiance.
In the field of active leisure, the complex also plans a zip line among its attractions, advertised as one of the largest in the country, although the exact dimension has not been confirmed with certainty in independent public sources.
Resorts, haras, and Dinosaur Park in the interior of São Paulo
Among the central points of the stay proposal is the construction of four beachfront resorts, a structure that can transform the visit to the complex into a multi-day experience.
Accommodation within the enterprise expands the potential for tourist consumption and tends to primarily serve families, visitors from nearby cities, and audiences interested in combining rest, aquatic leisure, and complementary programming.
As planned in the project, the equestrian center adds a sporting and cultural aspect to the complex, with equestrian activities and competitions capable of attracting practitioners, spectators, and visitors connected to the equestrian world.
This sporting layer broadens the diversity of the offer and prevents the development from relying solely on the artificial beach as an attraction element, creating new possibilities for events and visitation throughout the year.
Daniel Alonso states that the composition of the complex follows trends in experiential tourism.
“Just as the artificial beach is a worldwide trend due to its quality and control, wine tourism is growing significantly. And the equestrian center, with sports and equestrian competitions, is also in line with the latest in experiential, cultural, and sports tourism,” he said.
By relating the set of attractions to Marília’s vocation, the entrepreneur also highlights the integration between contemplative and active activities.
“Our entire ecosystem encompasses contemplative and active activities that enhance Marília’s vocation,” he added.
Also associated with attractions like the Dinosaur Park, the project reinforces the intention to create a diversified tourist hub, with options for different ages and visitor profiles in the same region.
Tourist complex aims for a new regional cycle
With artificial beach, wine tourism, accommodation, gastronomy, sports, and leisure gathered in a single circuit, Marília’s entry into this type of development could reposition the city on the São Paulo tourist map.
The impact will depend on the delivery of the announced stages, the operation of the facilities, and the ability to attract visitors from outside the region, in addition to integration with existing services in the municipality.
Due to the scale of the project, the discussion also involves infrastructure, mobility, commerce, transportation, and suppliers, sectors that may be affected by the arrival of a more regular tourist flow if the complex reaches the expected scale.
Hotels, restaurants, and local services are likely to be observed in this process, as large-scale developments can change the economic dynamics of cities seeking to expand their participation in experiential tourism.
Based on the information released so far, the Valle Beach – Beach Club presents itself as a private investment structured to transform a valley landscape into a leisure destination in the interior of São Paulo.
The consolidation of the project will be conditioned on the completion of the works, the effective operation of the facilities, and the practical confirmation of the announced attractions.
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