Redacción Rafael Nadal bets on Argentina with his luxury hotel chain
The former Spanish tennis player will invest in the country through ZEL, his premium hotel brand together with Meliá
Rafael Nadal is expanding his business profile with an ambitious project: he is entering Argentina with his luxury hotel chain. Having stepped away from the professional circuit, the former Spanish tennis player is making a strong bet on the country through ZEL, his international brand developed in partnership with Meliá Hotels International.
In 2023, Nadal and the Meliá group launched this initiative inspired by the Mediterranean lifestyle. Since then, they have been planning a regional expansion that includes Argentina among their priority destinations.
According to Forbes, the investment plan includes an outlay of 200 million dollars over the next five years. The selected cities are some of the most iconic in national tourism: Bariloche, El Calafate, Iguazú, Mendoza, Posadas, Salta, and Ushuaia.
ZEL, Nadal's brand that is growing in America
ZEL already has hotels operating in Spain and the Dominican Republic, and is planning new openings in Mexico and other regions of Europe. The arrival in Argentina reinforces its ambition to position itself as a global brand in the luxury segment.
Although there is speculation about the opening of a hotel in Calafate for 2026, Meliá's chain clarifies that there is no defined date. They confirm that conversations are ongoing, but they have not yet signed agreements or established official timelines.
If it materializes, this step would mark ZEL's first entry into South America. The choice of Patagonian destinations reflects a clear strategy: to attract an international audience with high purchasing power, seeking natural and exclusive experiences.
The ZEL concept: natural luxury and well-being
The brand's hotels are based on a concept of "outdoor living," with open spaces, quality materials, relaxed aesthetics, and connection with the surroundings. Nadal defines them as "a space to feel good, active, and free."
Although details about the design of the hotel in Argentina are not yet known, it is expected to respect that identity: light colors, natural materials, and an atmosphere integrated with the landscape.
In areas such as Patagonia, proposals focused on nature tourism are anticipated, such as tours of glacial landscapes or wildlife watching.
Beyond the tourism impact, the project also generates expectations for its capacity to create jobs and encourage foreign investment in the country's strategic sectors.
An increasingly active business profile
Nadal has been diversifying his profile for years. In addition to ZEL, he is a partner in the Tatel restaurants (present in Madrid, Ibiza, and Beverly Hills) and Zela (Ibiza and London), which combine high-end gastronomy with entertainment.
He also participates in the development of the technology startup Homyhub, focused on smart home solutions, and owns real estate in Mallorca.
With this move, the Spanish champion is consolidating his transition from sports to business, betting on a model that combines well-being, design, and premium tourism.
The focus is now on the final development of the project in Argentina and its potential to position the country on the global luxury tourism map.
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