This led to the city becoming known as the "capital of large things", with a number of oversized objects being constructed there.

The town's "exaggerations" include a 4m tall yellow pay phone called "orelhão", an oversized street light, a giant car tire (which was set on fire) and a mast decorated with a star, claimed to be the world's tallest artificial Christmas tree.

[6] With the increase in domestic tourism the infrastructure soon developed to attract foreign visitors as well as international meetings, seminars and congress events.

[citation needed] In 1999 and 2003 the Seventh Day Adventist Reform Movement held their international delegation session in Itu bringing people from over 80 countries to the city at each event.

[8] The company is currently an operator of cell phones, fixed lines, internet (fiber optics/4G) and television (satellite and cable).