Times Square is the most recognizable symbol of New York City—and probably the entire world. It’s 42 blocks of LED billboards, ads that cost a fortune per month, and a crowd that never stops, not even on a Tuesday at midnight. Located in Midtown Manhattan, at the intersection of Broadway and 7th Avenue, right between 42nd and 47th Streets. From São Paulo, you can reach New York in about 11 hours on a direct flight; from Rio de Janeiro, around 10 hours. The best time to visit is spring (April–June) or fall (September–October), when the cold hasn’t set in yet and the crowds are more manageable. If a tight budget is your priority, know that Times Square itself is free—which isn’t the case for most attractions around it. What few expect is the feeling of standing still in the middle of that luminous chaos and realizing the place is bigger, taller, and louder than any photo can convey.
How to get there
From Brazil, the main departure airports are São Paulo (GRU) and Rio de Janeiro (GIG). LATAM and American Airlines operate direct flights to JFK (John F. Kennedy International Airport), lasting about 10h30 to 11h30. Flights with layovers—usually in Bogotá, Lima, or Miami—tend to be cheaper, with round-trip tickets starting at around R$ 2,100 in the low season, but budget for R$ 3,500 or more in July, December, and U.S. holidays. Check visa rules before you travel: Brazilians need an ESTA (Electronic Travel Authorization) to enter the U.S., not a visa, but rules can change—always check the official U.S. government website.
From JFK to Midtown Manhattan, the cheapest and most direct option is the AirTrain to Jamaica Station, then the E subway line to 42nd Street/Times Square—about 50 to 60 minutes and US$ 10.50 total (AirTrain + OMNY). Taxis and Ubers cost between US$ 50 and US$ 75 depending on traffic, and traffic in New York is predictable: it’s always there.
Within the city, the subway is the most efficient way to get around—the standard fare in 2026 is US$ 2.90 per ride via the OMNY system, which accepts any contactless credit or debit card directly at the reader, no need to buy a card. The MetroCard was retired in December 2025. Times Square is served by lines 1, 2, 3, 7, N, Q, R, and W at the Times Square–42nd St station. For walking, much of Midtown is within a 10-15 minute stroll.
Best time to visit and how long to stay
New York doesn’t have a single “best time”—it depends on what you’re after. Spring (April to June) is the sweet spot: mild temperatures between 12°C and 22°C, flowers in Central Park, and fewer tourists than in summer. Fall (September to November) brings golden foliage and crisp air that turns walks through Manhattan into a different experience. Summer (July–August) is hot, humid, and crowded, but makes up for it with events and parks.
December has the magic of Christmas and the madness of New Year’s Eve in Times Square—if it’s the countdown with the crystal ball drop you want to see in person, plan to arrive between 1pm and 3pm on the 31st (the barricades open at 3pm) and prepare to stand in the same spot all night with no access to a bathroom. The event draws over a million people; if you just want to see the fireworks without being stuck in the pens, a hotel with a Times Square view or a bar in the area charges between US$ 150 and US$ 500 per person, but you’ll watch comfortably.
For Times Square specifically, half an hour is enough to take photos and soak in the energy. For New York as a destination, plan at least 5 days to cover Manhattan without rushing.
What to do and see in Times Square
The billboards and the atmosphere
“Just going there to look?” Yes. Times Square at night is a free spectacle that needs no ticket or reservation. The LED panels cover six-story facades, the billboards flash from every angle, and the noise blends honking horns, street musicians, and the accents of 50 different languages all at once. Arrive after 8pm to see the Square at its brightest. It’s worth seeing during the day too—but it’s a very different experience, more commercial and less magical.
Broadway: the musicals
The theater district sits between 42nd and 53rd Streets, right in the heart of Times Square. There are about 40 official Broadway theaters, and the lineup includes classics like The Lion King, Chicago, and Wicked, plus constant new premieres. Broadway ticket prices vary widely: from US$ 60 in the upper balconies to US$ 420 for center seats at the most popular shows—buy from the official website or the TKTS Booth in Times Square, which sells same-day tickets at 20% to 50% off. The TKTS booth is right on 47th Street, in the iconic red staircase that’s become a tourist attraction in its own right. Check the full schedule at the Times Square Alliance official website.
Top of the Rock and Rockefeller Center
A five-minute walk from Times Square, Rockefeller Center is home to Top of the Rock, an observation deck on the 70th floor with one of the best views of Manhattan—the difference from the Empire State Building is that you can actually see the Empire State Building from here. Tickets start at US$ 45 (June 2026); prices and lines go up at sunset. Arrive before 9am or book online in advance. For more on city attractions and culture, the NYC Tourism + Conventions site is New York’s official tourism source.
Madame Tussauds
It’s right in Times Square, on 42nd Street. If you’re into wax museums, tickets start at around US$ 43, but there are always online deals. It can be fun with kids or as a quick stop between other sights.
What to combine / nearby attractions
Times Square doesn’t exist in a vacuum—it’s the most convenient starting point in Manhattan. A 10-minute walk south takes you to the Empire State Building (34th Street), with tickets from US$ 44. To the north, following Broadway, Central Park starts at 59th Street—about a 15-minute walk, and it’s free. The park spans 843 acres, and you can spend an entire day there without spending a dime.
To the east, the Museum of Modern Art (MoMA) is on 53rd Street, an eight-minute walk away. Admission is US$ 30 (June 2026), but on Fridays from 5:30pm onward, entry is free. Bryant Park and the New York Public Library are on 42nd Street and 5th Avenue, five minutes away—free, beautiful, and full of real New Yorkers.
If you want to put together a full Manhattan itinerary combining Times Square with the city’s other major spots—from the Statue of Liberty to the Brooklyn Bridge—check out the complete New York guide from Voyage Voyage, with tips on transportation, neighborhoods, and budgeting for the whole city.
Where to eat
The Times Square area has food for every budget, but the tourist concentration drives prices up. For quick, affordable meals, Hell’s Kitchen (the neighborhood to the west, on 8th and 9th Avenues between 34th and 59th Streets) is where New Yorkers actually eat. Ramen, tacos, pizza by the slice, falafel—all in the US$ 8 to US$ 18 per dish range.
For a sit-down meal right in Times Square, spots like Junior’s (on 44th Street, famous for its cheesecake) or American chains like Shake Shack and Five Guys deliver consistent quality for US$ 15 to US$ 25 per person. A burger is the most iconic first-time visitor meal—and there’s nothing wrong with that.
Avoid restaurants with promoters at the door trying to get you to come in. They usually charge tourist prices for mediocre food. A slice of pizza on 8th Avenue for US$ 4 is infinitely better.
Where to stay
Staying right in Times Square is convenient but expensive: hotels start at US$ 180 per night for basic rooms in high season. The upside is stepping out of your hotel and being right in the middle of the action. Great for short trips or if you’re going for New Year’s Eve.
For a balance of location and price, Midtown West (Hell’s Kitchen) has options between US$ 100 and US$ 150 that put you a 5-10 minute walk or one subway stop from Times Square. The Upper West Side is quieter, near Central Park, and has good boutique hotels for US$ 130 to US$ 200.
For a tighter budget, Queens (neighborhoods like Astoria or Long Island City) offers hostels and compact hotels from US$ 60, with a direct subway to Midtown in 15 to 20 minutes. It’s well worth it if you’re staying more than 3 days and don’t want to blow your budget on accommodation.
Practical tips
Worth it for: first-time visitors to New York who want to feel the city’s pulse; musical and theater lovers; anyone wanting a classic New York photo to take home.
Common mistake: a lot of people rush through Times Square during the day and think they’ve “seen it.” The nighttime experience is completely different—the LED panels hit up to 2,000 nits of brightness and turn night into artificial day. Plan at least one visit after 8pm.
Currency and payments: U.S. dollar (USD). In June 2026, the exchange rate is around R$ 5.70 per dollar—check before you travel, as it fluctuates a lot. Almost everywhere accepts credit cards; bring some cash only for tips and street vendors.
Cell phone chip: buy one before you leave Brazil. Carriers like Claro, Tim, and Vivo sell international chips; there are also more affordable eSIM options. Having data in your pocket is essential for navigating Google Maps and calling Ubers.
Safety: Times Square is one of the most heavily monitored areas in Manhattan, with cameras and constant police presence. The real risk is a full pocket and distracted attention—back pockets and open backpacks are prime targets for pickpockets in crowded places.
Frequently asked questions
What is Times Square in New York?
It’s a commercial and tourist plaza in the heart of Midtown Manhattan, at the intersection of Broadway and 7th Avenue. It’s famous for its giant LED billboards, the Broadway theater district, and the New Year’s Eve ball drop celebration. The area sees over 50 million visitors a year and is considered one of the most visited places in the world.
Why is Times Square so famous?
A combination of factors: its central location, concentration of advertising, over a century of Broadway tradition, and the New Year’s Eve celebration broadcast live worldwide since 1907. The name comes from the New York Times newspaper, which had its headquarters at One Times Square—and organized the first New Year’s party there in 1904 to celebrate the building’s opening.
Is visiting Times Square free?
Yes, walking through Times Square and admiring the billboards costs nothing. What charges admission are the surrounding attractions: Top of the Rock (from US$ 45), Madame Tussauds (from US$ 43), and Broadway shows (US$ 60 to US$ 420). The TKTS booth sells same-day theater tickets at up to 50% off.
What’s the best time to visit Times Square?
At night, after 8pm, to see the billboards at their brightest. Early morning, before 9am, for photos without the crowd—but the magic of the lights is compromised. Avoid weekends between 2pm and 7pm if you have no patience for crowds.
Do Brazilians need a visa to go to Times Square?
To enter the United States, Brazilians need an ESTA (Electronic Travel Authorization), not a conventional visa—as long as the trip is for tourism and up to 90 days. The ESTA costs US$ 21 and must be requested through the official U.S. government website in advance. But immigration rules change: always check official sources before traveling.
Conclusion
Times Square isn’t the most beautiful place in New York—it’s the most intense. And that’s exactly why you have to see it at least once.