Administrative body of the town of São João da Madeira (Aveiro). São João da Madeira - Turismo Industrial (São João da Madeira - Industrial Tourism) is a industrial tourism project implemented by the Municipality of São João da Madeira aiming to promote and consolidate the town as a tourism destination. The industrial heritage project in São João da Madeira includes a Visitor Center in the the monumental tower of the former sewing machine plant Oliva, a Museum dedicated to shoe production (Museu do Calçado) and hat production (Museu da Chapelaria). São João da Madeira is an Anchor Point of the European Route of Industrial Heritage.