São João do Assú generates R$ 90 million in economic activity

The 2026 São João do Assú festival generated nearly R$ 90 million in economic activity, marking a 10.5% increase over the previous year and setting a historical record for the event. According to data released by Fecomércio RN, the festival attracted an estimated 413,000 attendees, a 37.7% increase compared to the previous edition.

Local consumption saw a significant rise, growing from R$ 20.3 million to R$ 32.8 million. The event received a high qualitative rating, with an average score of 9.30 and a 94% approval rating for security measures, which included facial recognition, monitoring cameras, and increased police presence.

Mayor Lula Soares attributed the success to investments in culture and tradition, noting that the festival serves as a vital driver for local employment and income.