97,000 foreign visitors in 2025 and a Hard Rock resort coming in 2028: Brazil’s Gramado is making its boldest move yet onto the international tourism map.
Record-breaking numbers
The Observatório do Turismo released figures in February showing that Gramado welcomed over 97,000 international tourists in 2025. Argentinians account for roughly half of that total, while the rest arrive from across South America and beyond — including visitors from the United States, United Kingdom, Germany, and Australia. Altogether, the city attracted travelers from 72 countries last year.
The city has consistently ranked among the top three destinations in South America on TripAdvisor’s Travellers’ Choice awards in recent years — a recognition driven entirely by real traveler reviews from around the world.
Hard Rock Hotel arrives in 2028
The Residence Club at the Hard Rock Hotel Gramado is set to open in 2028, making it the largest Hard Rock development project in Brazil. The venture is a partnership between the global Hard Rock brand and Brazilian group Mundo Planalto.
The complex will deliver a full entertainment experience centered on music and pop culture — true to the Hard Rock universe. Guests can expect heated pools, a spa, signature restaurants and bars, a convention center, a shopping mall, and open plazas. The crown jewel will be a music museum showcasing pieces from Hard Rock’s world-renowned collection, one of the largest archives of music and pop culture memorabilia on the planet.
“This is a highly anticipated project across the industry. The expectation is that it will put Gramado definitively on the map of international tourism.” — José Roberto Nunes, CEO of Mundo Planalto
Longer stays, bigger spending, year-round appeal
Gramado’s Tourism Secretary, Ricardo Bertolucci, points to tangible economic gains from the growing international audience: a higher average spend per visitor, longer stays, and reduced seasonal dependence. He notes that hearing languages other than Spanish on the city’s streets has become completely normal.
“The Hard Rock brand is already a phenomenon here — the Hard Rock Cafe in the city has won international awards. With the Hard Rock resort in Gramado, we will take another major step in consolidating the destination abroad and in the national and regional markets. It is a resort that bets on wellness and on Gramado’s natural calling for shows and major events.” — Ricardo Bertolucci, Gramado Tourism Secretary
Already the top tourist destination in Rio Grande do Sul, Gramado is gearing up for a new chapter — more international, more diverse, and equipped with attractions that can rival any destination in South America.
Photo: Divulgação
