Hard Rock International has big plans for the Brazilian market. Currently, the group focuses on four aspects in the national territory:
- In tourists who arrive from all over the world, mainly from the United States and the Caribbean;
- Partnerships for the company’s future operation;
- In the regularization of online bookmakers;
- Bill that could legalize casinos in Brazil.
Hard Rock International’s Senior Vice President of Hotels and Casinos, Alex W. Pariente, was present at the Visit USA 2024 presentation in São Paulo.
The company sees a promising future in Brazil, in several areas of activity. Hard Rock already has 13 casino resorts, 33 hotels and nearly 300 coffee operations in 70 countries. Furthermore, the brand invests in online games and entertainment, with Hard Rock Live being a clear example of this focus.
But Pariente highlighted the importance of Brazilians for the brand. “Brazilian is very important for us, all over the world. I have just returned from Europe and it is very common to hear Portuguese in all countries”, he commented
Hotel in Punta Cana is the destination for 12% of Brazilians abroad
In the United States, Orlando is the main destination for Brazilians, especially at Hard Rock at Universal Orlando, which also houses Hard Rock Live. In Florida, the iconic guitar-shaped casino resort, located in Hollywood/Fort Lauderdale, is one of the most visited properties by Brazilians.
The resort in Hollywood has more than 1,300 rooms, and the Brazilian presence is also notable in Tampa. In the Caribbean, the mega hotel in Punta Cana stands out as the main destination for Brazilian tourists, representing 12% of guests at certain times of the year.
Recently, during a visit to Brazil, the president of Hard Rock International, Jim Allen, expressed the possibility of a direct investment from the chain and declared:
“We are following the project to make physical casinos free of charge that is being processed in Congress and also the regulation of digital gambling games. Both cases interest us.”
“Therefore, if the casino law is approved, it will guarantee legal security and economic viability. So, it is very likely that millions of dollars will be invested directly in Brazil,” he added.
In other words, the strategy is clear: continue expanding and strengthening the connection with the Brazilian public, both in the national and international markets.
