Raise your hand if you dislike visiting cities overcrowded with tourists.
Almost everybody loves travelling, and almost all travellers hate tourists. Travellers usually don't see themselves as tourists.
The truth is, every traveller is a tourist and whenever we travel, no matter the reason why, we might be part of the problem called overtourism.
Overtourism is the phenomena when a location suffers from mass tourism: everything becomes more expensive, the infrastructure is over used, rents go up, traffic increases, more garbage, more noise, everything becomes too much. That's the point when Tourism ceases to be a profitable activity and turns out predatory.
Luckily for the visitors and more importantly for the inhabitants, Joao Pessoa remains a secret location. Yes, there's tourism and during summer the number of tourists increases, but nothing comparable to other cities where mass tourism is an evident problem. For this reason, Joao Pessoa is a perfect destination for those who want to avoid huge crowds and exorbitant prices.
However, the biggest advantage is for sure the authenticity of the location, the culture and the society in general. If you've ever visited a place that looks more like a theme park than a city, where everything seems to be made for the tourists, then you know what I'm talking about.
A crucial point is to support the local commerce. Instead of eating at big fast food chains, go for the local snack bar. Skip huge international supermarkets, prefer the local backery, the small café, the little grocery store at the corner, the local hotel. Take part in the activities that the locals also visit, go shopping where the locals also go shopping. Overtourism only happens because of herd behavior.