By Patrick Connelly

The phenomenon of a deserted beach becoming an overnight sensation is baffling. It is not as if the lonely beach was covered in ugly rocks and awash with muddy water one moment and the next pristine white with turquoise surf, prompting hoards of sun worshipers to descend on it. No, these hidden gems have been unchanged for hundreds if not thousands of years. Yet still people will cram ten people to every square yard on the beaches of Panama City, Florida.

The coastline of Brazil’s Paraíba state is one of these hidden gems. Largely ignored because of the popularity of surrounding areas, like Recife to the south, the Paraíba coast boasts incredible opportunities for investors, retirees, and the curious tourist alike. Transport and infrastructure are well set up, the government is eager to promote the region as enticing to foreigners, and real estate prices are still cheap.

The state’s coastline is dominated by the capital city of João Pessoa, one of Brazil’s oldest (founded in 1585) and home to over half a million residents. With that kind of mileage under the hood, the city itself is a time capsule; churches, mansions, and theatres, blasted by centuries of salt breezes, are just some of the cool cultural things to explore. Local expats from around the world claim that Pessoa is the most peaceful, easy-going large city in northeastern Brazil, which is a bold call given the northeast’s famous laid back attitude.

Other cool things about Paraíba and João Pessoa:
The city is the eastern most point in South America, meaning residents are the first to see the sunrise in all of the continent. But I’ve got be honest, its been a while since I have gotten up that early.
The international airport, Presidente Castro Pinto Airport, just went through an expensive renovation ($R38 million)
The mega-tourist city of Recife is only 20 minutes away by air, or 1.5 hours away by car
João Pessoa is the second greenest city in the world according to the United Nations, following Paris. The city is known for incorporating the Atlantic forest into its extensive park system, with 600 hectares within the city limits.
The Paraíba Tourist Board claims that tourism is growing at a rather incredible 70-80% per year.

The beaches, of course, are the main draw to this area, and they do not disappoint. The capital itself has over forty kilometers of pristine, postcard-quality white sand, fringed by idyllic giant palms and glasslike sea. Just outside the city are the real trophy praias. Significant attention is being paid to the two beach communities of Tambão and Cabo Branco, both a short drive from the airport. Already several European countries – led, strangely enough, by the Swedes – as well as the U.S. and Canada have shows interest in buying coastal property for development.

Yet real estate prices remain low. There is ample, beautiful land available and the time is prime. The Brazilian government certainly believes in the potential of Paraíba; just recently it has allocated $R1.7 billion in funds to improve the region’s infrastructure. The government sees it as a sure bet. For the prospective investor, it is truly an opportunity to beat the gold rush.