The city is a major tourist destination of the Paraíba Valley region, particularly, due to its Historic Centre, declared a national heritage site,[4] and its Caipira traditions, including the Folia do Divino and the Carnival of Marchinhas.

Another musical tradition present in the city is the Jongo, a samba-style folk dance that is performed close to a bonfire.

[13] The city contains two groups of Congada, a syncretist religious cultural manifestation that combines African and Iberian musical and dance elements.

[13] The Moçambique, another syncretist tradition, is a dance originally performed by African slaves under the sound of drums and tambourines.

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