The Northeast is becoming a great option for those who want a quiet place to live and invest. And the highlight of the region goes to João Pessoa, the capital of quality of life and also known for its mix of beauty and tranquility. Characterized by tranquility, hospitality and security, the capital of Paraíba was identified in research as the city that “breathes quality of life”. In a ranking of 15 Brazilian cities, João Pessoa stands out in the poll promoted by Canal + 50, on YouTube, being chosen as the best city in Brazil to live in after retirement. The city has become one of the most desired destinations among tourists. In 2021, the capital of Paraíba was the 3rd most popular destination in Brazil, recording a 145.10% growth in hotel reservations.