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Resumo O objetivo desta pesquisa e investigar a formulacao de estrategias em orgaos publicos municipais de turismo do Estado de Sao Paulo. Para este fim realizou-se um estudo de casos multiplos em seis municipios: Santos, Guaruja, Praia Grande, Sao Caetano do Sul, Rio Grande da Serra e Guarulhos. Os dados foram coletados atraves de entrevistas semi-estruturadas. Constatou-se que estes orgaos municipais desenvolvem um encaminhamento logico na formulacao de estrategias, os quais apresentam em seus estagios iniciais caracteristicas de informalidade, e na evolucao deste processo contemplam-se necessidades e desejos dos consumidores e de outros stakeholders. Todo o processo de formulacao de estrategias recebe influencia de diversos stakeholders. As principais dificuldades encontradas no processo de formulacao estrategica foram: falta de mobilizacao coletiva, conflitos de interesses e carencia de recursos. Palavras-chave: formulacao de estrategias; estrategia no turismo; municipios turisticos.   Abstract The goal of this study is to investigate the strategy formulation in Municipal Tourist Agencies, specifically in the State of Sao Paulo. This is a qualitative research using multi-cases. The object of study was composed by the municipalities tourist agencies of Santos, Guaruja, Praia Grande, Sao Caetano do Sul, Rio Grande da Serra and Guarulhos. The data collection was provided by semi-structured interviews. The founding showed that agencies develop a logic process of strategy formulation, with informal characteristics in early stages, and it seeks looking to attend the interest of consumers and other stakeholders. The whole process of strategy formulation is influenced by several stakeholders. The difficulties observed in the process were the lack of collective mobilization, conflicts of interests, and a lack of resources. Keywords: strategies formulation; strategy in tourism; tourist destinations.

Formulação de estratégias no turismo: um estudo em órgãos municipais do Estado de São Paulo