Enjoy the chat with this Brazilian professional. Learn about his accidental arrival in leisure, tourism and entertainment. Learn about his trajectory of more than two decades, a career characterized by innovation, sustainability and multicultural leadership. As you will see, he tells us about demanding markets like the Middle East and Brazil, which shaped his vision of what cultural respect should be. Under his leadership, AVIVA, a Brazilian operator of parks, hotels and resorts, and travel, is promoting personalization strategies, ecological and socially responsible initiatives, and strategic alliances to consolidate its position in Latin America. Here it is:
Amusement Logic: What motivated you to go into the entertainment and theme park industry, and what inspires you today?
Rafael Penna: My entry into the entertainment and theme park industry was quite accidental. I was visiting an amusement park when I had the good fortune of being assisted by an employee who truly loved what he did. The positive impact of his passion for his work was contagious, and he encouraged me to submit my resume, confident that I would have a great career opportunity in this industry. Within a few days, I was already going through the onboarding process. Today, after more than 22 years in this field, I still have the same enthusiasm for creating unforgettable experiences and moments. I am inspired by challenges, especially in actively contributing to the development of young professionals and the implementation of new leisure and entertainment projects to create an inclusive and equitable environment where everyone has access to moments of joy.
A.L.: What aspects of your professional experience, both in local and international markets, have been fundamental to your current leadership at AVIVA?
R.P.: My experience in global markets, such as the Middle East and Brazil, has broadened my perspective on innovation, cultural diversity, and operational efficiency. These environments, characterized by rapid development and high expectations, presented challenges that provided me with valuable lessons. I have learned the importance of balancing tradition and innovation, while delivering experiences that respect cultural nuances. This experience has shaped my approach to leading projects with precision and a focus on exceeding visitor expectations. It has been essential for one of my main challenges at AVIVA: overseeing the conception, construction, and inauguration of the new Hot Park in Costa do Sauípe. This project features a playful narrative deeply rooted in local culture, telling the story of a sea turtle and its challenges, yet designed to appeal to all audiences, including international visitors.
A.L.: What challenges and insights would you highlight from your time in markets such as Qatar and the United Arab Emirates?
R.P.: The markets of Qatar and the United Arab Emirates are characterized by extremely high standards and a constant pursuit of innovation. Working in this environment challenged me to develop a management approach with a high degree of precision. Additionally, I learned to strategically incorporate cutting-edge technologies, always focused on delivering exceptional experiences that meet the cultural and operational expectations of these globally renowned markets. This experience not only enhanced my leadership skills but also strengthened my vision of how to implement innovative and sustainable practices in any setting. This approach aligns with AVIVA’s strategy, especially at this pivotal moment of expansion, where entertainment stands as the central pillar of the entire guest experience at the resorts and visitors’ journey in the water parks.
A.L.: What is your main approach to leading a multicultural team and ensuring AVIVA’s competitiveness in such a dynamic market?
R.P.: My approach combines a strong focus on results with empathy and a commitment to diversity, equity, and inclusion, recognizing that the plurality of people is one of AVIVA’s greatest assets. This diversity not only drives innovation but also enables us to tackle challenges and identify opportunities from multiple perspectives. This is further enhanced by AVIVA’s long-standing innovation program, which encourages team members to submit ideas, with the best ones being implemented and rewarded.
Additionally, I believe in fostering a collaborative environment where every team member feels heard, valued, and motivated to contribute with creative ideas and solutions. Two fundamental pillars of my leadership are empowerment, which encourages employees to take ownership and make decisions with confidence, and ownership, which fosters a shared sense of responsibility for results. This combination is essential for developing effective strategies and maintaining our leading position in a constantly evolving market.
A.L.: What current trends do you consider key to improve the visitor experience in parks and resorts, and how do you implement them in AVIVA?
R.P.: Personalization of both individual and collective journeys, operational sustainability, and the seamless integration of destinations with nature are essential trends for creating meaningful and memorable experiences. At AVIVA, these trends translate into concrete initiatives, such as leveraging innovative technologies to deliver immersive and personalized experiences for visitors while ensuring that environmental stewardship remains the cornerstone of our products’ existence.
A.L.: How does your participation in the Advisory Committee of IAAPA Latin America and the Caribbean influence AVIVA’s strategy and projects?
R.P.: Being part of the Advisory Committee connects me to the leading trends and innovations in the industry across the region, while also providing valuable networking opportunities with some of the most prominent names in the field. This close engagement with industry leaders and experts enables the exchange of experiences and ideas that enhance our strategic vision. The knowledge gained and relationships built through this role directly contribute to aligning our projects with global best practices, ensuring that AVIVA continues to innovate and strengthen its leadership position in the entertainment and hospitality market in Brazil.
A.L.: What role does sustainability play in AVIVA’s current projects, and what specific initiatives have you implemented in this area?
R.P.: Sustainability is at the heart of AVIVA’s projects. Nature is our most valuable resource, and caring for the environmental impact of our operations is part of our essence. In 2023, we implemented our ESG Agenda, outlining 16 material topics to be addressed through 2026. Among our most recent initiatives, I highlight the Carbon Neutral Seal, which reinforces our commitment to reducing emissions.
At Costa do Sauípe Resorts —in one of Brazil’s most significant nesting sites for sea turtles—, we have maintained a partnership of over 20 years with Projeto Tamar for their preservation. At Rio Quente Resorts and Hot Park, water is our greatest treasure. With this in mind, we have established our own water and sewage treatment plants, dedicated composting areas, a vegetable garden that supplies fresh produce for our guests, and a solar power plant, already providing 25% of our energy needs, among other sustainability initiatives.
Although these efforts are led by our Sustainability Department, which has been active for over two decades, they engage all AVIVA employees, reflecting our culture of shared responsibility. This collective commitment allows us to operate responsibly and respectfully toward the environment, embedding sustainable practices into our daily business operations and generating a positive impact on the communities around us.
A.L.: What are the main challenges facing the entertainment industry in Latin America, and how does AVIVA address them under your leadership?
R.P.: In Brazil, taxation remains complex, there is a reliance on foreign suppliers for groundbreaking and high-impact attractions, and challenges arise from currency fluctuations and high import costs, which affect the industry’s cycle of innovations. Additionally, we navigate infrastructure limitations, economic and political instability, and the evolving consumption habits and behaviors of visitors.
At AVIVA, we tackle these challenges with an approach centered on innovation, sustainability, and strategic partnerships, always keeping entertainment and the guest experience at the core of our operations. We strive to ensure operational efficiency while delivering unique experiences, always embracing the Brazilian essence that makes our destinations authentic and special. This deep connection to the cultural roots of our locations, combined with our commitment to excellence, allows us to continue creating unforgettable moments for our visitors.
A.L.: What is the importance of strategic alliances for AVIVA’s growth and expansion?
R.P.: Strategic partnerships are essential for the success of any business, and at AVIVA, they play a crucial role in strengthening our brand. These collaborations enable us to incorporate new technologies, explore innovative opportunities, and achieve sustainable goals more effectively.
Additionally, they help expand the positive impact of our initiatives, whether through environmental conservation projects or programs that enhance the visitor experience. These alliances also reinforce our market leadership, ensuring that we continue to innovate and deliver excellence in everything we do.
A.L.: What are your main goals for AVIVA in the medium and long term, and what steps do you consider key to achieve them?
R.P.: In the medium term, our goal is to establish AVIVA as a leading travel and entertainment platform in Latin America, recognized for sustainable experiences. This vision is already taking shape with the launch of our second water park, Hot Park in Costa do Sauípe, set to open in 2027.
In the long term, we aspire to become a global benchmark in innovation, sustainability, and excellence across the hospitality, vacation ownership, and entertainment sectors. To achieve these goals, we will continue investing in cutting-edge technology, talent development through specialized training programs, and strategic partnerships that enhance our ability to innovate and meet the demands of an ever-evolving market.
These steps are essential to ensuring that AVIVA remains at the forefront of the industry, delivering unique and impactful experiences for our guests.
