Letreiro Eu Amo Ubatuba

If you're looking for the most photogenic spot on the coast, the "I Love Ubatuba" Sign (Letreiro Eu Amo Ubatuba) is exactly what you need. Located on the picturesque Comodoro Magalhães Pier in the Itaguá district, this monument has become a true symbol of the hospitality that Ubatuba offers its tourists. The vibrant lettering against the backdrop of the endless ocean immediately sets a positive mood and serves as a declaration of love for this sunny corner that Brazil is famous for.

I Love Ubatuba Sign. Иллюстрация. Источник: Kupi.com AI

This impressive 8-meter long and 2-meter high tourist totem is made of reinforced concrete and weighs nearly 6 tons. However, despite its massiveness, the structure looks surprisingly light and lively thanks to its artistic painting. Each letter is an individual work of art created by local artists from the Nectar Caiçara group. The designs encode the region's main treasures: from the lush Mata Atlântica forests to surfing symbols and rich marine fauna.

The sign is set on a concrete base and equipped with a modern night lighting system, making it attractive to visit at any time of day. It's more than just a selfie spot; it's a cultural project created by volunteers and entrepreneurs to highlight the uniqueness of local nature and the traditions of the "Caiçara"—the indigenous coastal inhabitants.

For those planning a visit to this vibrant attraction, it's helpful to have the exact coordinates of the site on hand.

The main reason hundreds of travelers come here is, of course, a photoshoot. Taking a picture with the bright letters and the panoramic ocean bay in the background is considered a must for any tourist. It is recommended to come here at sunrise or sunset: at these times, the sunlight softly illuminates the bright patterns on the sign, and the sky is painted in incredible shades, creating the perfect lighting for photos.

Besides taking photos, it's worth taking a walk along the Comodoro Magalhães Pier itself. The wooden decking and fresh breeze invite a leisurely stroll, during which you can observe the life of the bay. Often, you can see sea turtles gracefully swimming in the clear water right from the pier, as well as exotic birds resting on boats.

Don't forget to look at the painting on the letters up close—it's a great way to get to know the local culture. They depict not only natural beauty but also elements of traditional cuisine, such as the famous fish with banana. This place is perfect for starting your day in the city or taking a break during a tour of the many beaches in the Itaguá district.

Finding the famous sign is easy, as it is located in one of the city's busiest districts—Itaguá. If you are staying near Praia do Itaguá beach, you can reach the Comodoro Magalhães Pier on foot in just a few minutes.

For those coming from the city center or more distant areas, it is most convenient to use a taxi or a private car. The journey from the center takes about 10–15 minutes. Follow Av. Leovigildo Dias Vieira to number 1384, where the entrance to the pier is located. There are parking spaces near the site, making it convenient for drivers.

Public transport is also an accessible option: local buses regularly run to the Itaguá district, stopping in the immediate vicinity of the shoreline. From the stop, it’s just a pleasant walk along the embankment to the city's most photogenic point.

The history of this vibrant city symbol began quite recently—the official opening of the "Eu Amo Ubatuba" sign took place on December 11, 2019. The project was the result of a unique collaboration between local businesses and authorities. It was initiated by entrepreneur Maurício José Xavier Gonçalves, and the construction materials—concrete, reinforcement, and paint—were donated by local companies. Remarkably, the letters were crafted in the initiator's own garage by about fifty volunteers.

The Nectar Caiçara local artists' group added special artistic value to the site. Each symbol in the lettering is a separate canvas telling the story of the region's culture: you can see images of sea turtles, surfers, the Atlantic Forest, and even a traditional local dish—fish with banana. Thus, a simple inscription turned into a true cultural emblem, reflecting the identity of the local inhabitants—the "Caiçara."

The pier itself where the sign stands also has its own history. It is named after Comodoro Magalhães (José Magalhães Neto), a prominent figure in the city's history. He lived in these parts for 75 years, was the founder of the yacht club, and did much to popularize water sports. Today, this place combines a memory of the past with modern tourist appeal.

Since the "I Love Ubatuba" Sign is a compact photo spot, viewing the monument and taking memorable shots usually takes about 30–60 minutes. This is plenty of time to leisurely examine the painting on each letter and enjoy the sea breeze.

If you plan to combine your photoshoot with watching marine life from the pier or want to catch the sunset here, you should set aside about 1.5 hours. The evening hours encourage a longer contemplation of the bay panorama when you don't want to rush at all.

One of the main advantages of this attraction is its accessibility. The "I Love Ubatuba" Sign is open to visitors 24 hours a day, 7 days a week. There are no fences or entrance tickets, so you can come here early in the morning to catch the first rays of the sun, or late in the evening when the impressive night lighting comes on.

Opening hours:

• Monday — Sunday: Open 24 hours

The Itaguá district, where the famous letreiro is installed, is considered one of the city's most tourist-rich areas. A walk around the pier will allow you to discover the region's natural riches and entertainment infrastructure without spending much time traveling.

Exploring nearby locations will help you get a complete impression of the variety of leisure activities in this corner of the coast: