Thailand’s Minor Hotels Group to Build South America’s Tallest Hotel Tower in the Enigmatic Land of Paraguay

Bangkok Hotel News: A Historic Move into a Land Shrouded in Myth

Thailand’s Minor Hotels, the world-renowned hotel owner and operator with a sprawling portfolio across Asia Pacific, the Middle East, Europe, the Americas, Africa, and the Indian Ocean, is setting its sights on an entirely new and somewhat unexpected destination—Paraguay. Known to many as the most mysterious and overlooked country in South America, Paraguay is about to witness the arrival of luxury and international prestige with the upcoming NH Collection Asunción hotel.

Strategically located on Avenida Santa Teresa, just 400 meters from the prominent Avenida Aviadores del Chaco, this impressive project will not only introduce a world-class hospitality experience but will also redefine the skyline of Paraguay’s capital. According to development plans, the hotel will occupy space within a 70-storey megastructure that, when completed in 2029, will become the tallest building in the nation and the fourth tallest in all of South America. This Bangkok Hotel News report notes that the hotel will feature 80 lavish rooms and provide premium amenities aimed at both business and leisure travelers.

A Landmark Development Anchored in Local Partnership

Thailand’s Minor Hotels will be launching this pioneering project under its NH Collection brand—well-regarded for its upscale offerings that blend modern luxury with local character. This new addition in Asunción will come complete with an opulent spa, panoramic rooftop terrace, pool, bar and restaurant, heliport, and state-of-the-art meeting facilities.

The project is being carried out in collaboration with Grupo Petra, a respected name in Paraguayan real estate known for its commitment to cutting-edge construction and innovative, high-quality developments. With an investment ranging from US$8 million to US$12 million, this endeavor is also expected to generate up to 40 new direct jobs for locals, stimulating Paraguay’s economic and tourism sectors in meaningful ways.

Gonzalo Aguilar, CEO of Minor Hotels Europe & Americas, emphasized the importance of this move, stating that Asunción’s growing reputation as a destination for conventions and corporate tourism presents the perfect opportunity to introduce NH Collection. “This hotel will not only be an architectural icon but also a turning point in the tourism experience in the city,” he said.

A Country of Mystique and Deep Cultural Roots

Paraguay, often absent from international headlines and travel blogs, holds an enigmatic place in the South American tapestry. With a population of just over six million, nearly a third reside in the capital, Asunción. Unlike any other nation on the continent, Paraguay has declared Guarani—an indigenous language—as one of its official languages, spoken fluently alongside Spanish. This unique bilingualism even extends to national football matches, where players communicate in Guarani to keep their strategies secret from Spanish-speaking opponents.

Beyond its linguistic uniqueness, Paraguay’s history is layered with tales of mystery, conflict, and resilience. The infamous War of the Triple Alliance in the 19th century, in which Paraguay waged war against Brazil, Argentina, and Uruguay simultaneously, nearly wiped out its male population. Estimates suggest up to 90% of the country’s men perished—a loss that would devastate any nation’s demographic and economic structure for generations.

Paraguay’s troubled past also includes allegations of harboring high-ranking Nazi fugitives post-World War II, further adding to the country’s aura of secrecy. The remote Chaco region, from which one of Asunción’s major streets draws its name, remains sparsely populated and teeming with myths. Known for its harsh terrain and environmental challenges, the Chaco’s wild expanse only deepens Paraguay’s mystique.

From Myths to Modernity A Nation on the Cusp of Change

In the last two decades, Paraguay has quietly transitioned into a promising player in the global economy, driven by exports in energy and automotive components. Yet, it still remains largely unexplored by international travelers. Travel literature, like John Gimlette’s “At the Tomb of the Inflatable Pig,” captures the curious paradoxes of Paraguayan life—where colonial legacies, indigenous traditions, and ghostly remnants of the past coexist.

Personal anecdotes from travelers add even more color to this elusive country. One such story involves a journey through northern Argentina in search of the rare strange-tailed tyrant bird, which is also endemic to southern Paraguay. The tale ends in Posadas, a city near the border, where the elusive draw of Paraguay remains just across the Paraná River. A mysterious Swiss adventurer, encountered in a fading hotel in Posadas, claimed he had been traveling since 1991 by boat to the Amazon. He may still be there today, a living echo of the strange and wonderful spirit that seems to hover over Paraguay.

Across the river from Posadas lies Encarnación, a growing tourism hub for locals and border-region travelers. But even with recent developments, much of Paraguay remains untouched, making it fertile ground for a unique travel and hospitality experience—something Minor Hotels seems poised to tap into.

Architectural Ambition Meets Strategic Expansion

The NH Collection Asunción is not just a hotel project—it’s a bold statement by Thailand’s Minor Hotels. As the company expands further into Latin America, it has set its sights not only on Paraguay but also on other key markets such as Chile, Argentina, and Peru. The decision to begin in Paraguay underscores a clear and calculated commitment to emerging markets, particularly those with untapped potential and unique cultural identities.

Carlos Guasti, Director of Grupo Petra, mirrored this enthusiasm: “We are excited to start this project together with Minor Hotels, a company that shares our passion for excellence and quality. With their support, we know that this will be the beginning of something extraordinary.”

Construction of the NH Collection Asunción is expected to begin in the coming months, with completion anticipated in 2029. The development aligns with Minor Hotels’ strategic focus on management and franchise growth models, especially in underserved yet promising markets.

The Future Beckons from the Heart of South America

Thailand’s Minor Hotels is making a remarkable and unconventional move by entering Paraguay—a country still shrouded in mystery, layered in history, and ripe with untold stories. By anchoring its NH Collection brand within what will soon become the country’s most iconic building, the company is doing far more than opening another hotel. It is creating a landmark destination that celebrates both innovation and heritage.

The hotel’s positioning on Avenida Santa Teresa, near the heartbeat of Asunción, promises not only convenience but also immersion into the pulse of a city that is finally stepping into the international spotlight. With Paraguay’s tourism and business sectors steadily expanding, this project could very well serve as a catalyst for more international investments and further unveil a country too long kept in the shadows.

As Paraguay opens its doors to the world through projects like this, it also invites global travelers to witness its transformation—one that combines deep-rooted traditions with modern ambition. The NH Collection Asunción will not just welcome guests with luxury and comfort, but with stories, mystique, and the spirit of a land that remains as compelling as it is uncharted.

For the latest on the debut of new hotels, keep on logging to Bangkok Hotel News.

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