Using a territorial and integrative approach based on ecological and socioeconomic factors, we envisioninnovative policies and initiatives aiming to reconcile urban economic development with rural conser-vation and restoration projects. The Paraíba Valley of São Paulo State represents an example of territorywhere the region’s urban development has affected land use and land cover changes, rural production sys-tems, economy, and population dynamics with effects on environmental conservation. Forest restorationprojects, rural tourism, urban to rural migration, and demands of urban consumers for more sustainablefood production are becoming important linkages of the Valley’s coupled urban-rural system. In thisstudy, we demonstrated how place-based policies and payment for ecosystem services may foster ruralsocioeconomic development allied with environmental conservation outcomes. The coupled rural–urbansystems emerge as a strong concept to deal with the synergies and potential linkages among rural andurban areas, capable to promote more sustainable farming systems and improve ecosystem services.
