Barretos revolves around its cattle culture. The rodeo park on the edge of town is a permanent fixture year-round, even when the Festa do Peão crowds have gone home. The Museu do Peão inside the park tells the story of Brazilian cowboy life with genuine affection — saddles, lassos, clothing, and photographs going back to the early twentieth century. The rodeo arena itself, which seats 35,000, is worth a look even when empty.
Away from the park, the city centre is compact and pleasant for a short wander. The main square has the usual churches and a busy bar scene in the evenings. The local meat restaurants are serious about their product in a way you'd expect from Brazil's most famous cattle town.