Industry News
Brazil’s popular indoor snow center, Snowland, is expanding and has announced plans to open a second location in São Paulo, with an opening scheduled for either 2026 or 2027. The company currently owns one indoor snow center in Gramado, Rio Grande do Sul, 700 miles south of São Paulo. The Snowland park in São Paulo is envisaged to be even larger than the current Snowland park in Gramado and estimated to cost R$200 million (about USD 35 million).
The new park will be modeled after the original Snowland in Gramado, which was opened in October 2013. Spanning more than 16,000 square meters (170,000 square feet), Snowland offers not only an indoor ski slope but is an entire snow theme park, complete with ice skating rink, snow castle, tubing, and rollercoaster ride. The new São Paulo site is set to become the largest indoor snow park in Brazil, offering an expanded range of attractions and updated technology for snow production.
Similar to the existing Snowland Gramado, visitors can expect to experience real snow and subzero temperatures around -5°C (23°F), thanks to state-of-the-art snowmaking systems. The park will feature skiing and snowboarding slopes, ice skating, toboggans, themed play zones for children, and alpine-style dining areas designed to recreate the feel of a European mountain village. Plans also include the construction of an on-site hotel, creating a full destination experience for guests. Just like in Gramado, visitors will receive thermal clothing to comfortably explore the attractions and stay warm inside the frigid environment, as most Brazilians would not own such clothing, since it never snows in São Paulo.
While the exact location has not yet been disclosed, Snowland officials say São Paulo was chosen for its strategic potential. As the most populous city in Brazil with close to 12 million inhabitants, São Paulo offers a massive market for entertainment and tourism. The park is expected to attract both local visitors and travelers seeking a unique winter experience.
Snowland’s expansion into São Paulo reflects Brazil’s rising interest in snow-themed attractions. While there are no natural ski fields in Brazil, there is keen interest in snow sports and snow play, and the existing center has seen 5.8 million visitors since its opening 12 years ago. For many Brazilians who have never seen snow before, the new park will make that dream possible—without ever leaving the country.
