João Pessoa mayor launches Liquida João Pessoa shopping campaign

Mayor Leo Bezerra reinforced the partnership between the municipal government and the João Pessoa Chamber of Shopkeepers (CDL) at the launch of the Liquida João Pessoa and Metropolitan Region campaign. He announced fiscal incentives for businesses in the city centre, the creation of a new Secretariat for Preservation, Revitalisation and Innovation of the Historic Centre, and a collaboration with Inovatec on technology projects, including monitoring cameras, LED lighting and infrastructure upgrades such as the Duque de Caxias re‑qualification and housing projects.

The opening ceremony, scheduled for 19 June, will provide free parking for guests, a notable point because the city's rotating‑zone (Zona Azul) system has faced criticism and legal challenges. The campaign runs from 25 June to 4 July, offering discounts, prize draws and aims to stimulate foot traffic and sales during the June‑July festive period despite recent heavy rains.