Hard Rock breaks ground on new Brazil property ahead of 2028 launch

Hard Rock International, in partnership with Mundo Planalto, held a groundbreaking ceremony for its new hotel property in Gramado, Brazil, as the project’s first phase is expected to debut in late 2028 and offer 431 guestrooms. 

"Brazil has an unmistakable energy, and its music, creativity and culture have always created a natural connection with Hard Rock. Celebrating this milestone in Gramado reinforces our long-term commitment to the country and our belief in Brazil as a destination for world-class hospitality and entertainment,” Hard Rock SVP of Hotel Operations John Rees said. 

“Together with Mundo Planalto, we look forward to bringing an experience that reflects the spirit of the brand while honoring the character of this remarkable region, which is one of the most sought-after leisure destinations, known for its rich gastronomy, cultural events and stunning Serra Gaúcha landscapes."

Mundo Planalto will lead construction and development on Hard Rock Hotel Gramado, as well as oversee a fractional ownership model in which buyers acquire fractional ownership interests to grant access to premium accommodation and shared-use vacation experiences.

"Developed under a fractional ownership concept, the project will allow owners to acquire fractions of the development with access to premium hospitality experiences, combining the flexibility of a vacation club with the international standards and entertainment-driven atmosphere of the Hard Rock brand,” Mundo Planalto CEO José Roberto Nunes said. 

“Together with Hard Rock International, we are bringing to life a development designed to generate long-term value for tourism, investors and the local community.”

Hard Rock Hotel Gramado will feature 858 guestrooms, dining options, a spa, meeting facilities, retail space and music-infused amenities when the project eventually reaches its final phase. 

The groundbreaking ceremony was attended by executives, local authorities, partners and members of the Gramado community at the future project site. 

In March, Hard Rock officially started accepting reservations beginning in July 2026 for its new hotel property in Malta, having first announced the development during October 2024 in partnership with db Group.