Ambassadors Program: an initiative that promotes Uruguay as a destination for international events

The Ministry of Tourism and AUDOCA relaunched the proposal in Montevideo, with the presence of national authorities and industry leaders, highlighting the country's role in meeting tourism and its impact on the economy and global positioning

Aug. 29, 2025

(Source: Ministerio de Turismo de Uruguay)

Montevideo, August 29, 2025 — The Ministry of Tourism and the Uruguayan Association of Organizers of Congresses, Exhibitions, Fairs and Related Activities (AUDOCA) held a working breakfast in the Arredondo Room of the Ministry of Tourism to present the relaunch of the Ambassadors Program , an initiative that seeks to consolidate Uruguay as a host of international congresses, conventions and fairs.

The event was led by Tourism Minister Pablo Menoni , along with AUDOCA President Carolina Adano , accompanied by Undersecretary Ana Claudia Caram and National Director of Tourism Cristian Pos . Also in attendance were Foreign Minister Mario Lubetkin , Public Health Minister Cristina Lustemberg , and Environment Minister Edgardo Ortuño , in addition to national authorities, representatives of autonomous entities, departmental tourism directors, and industry leaders.

"The country has great opportunities and a well-prepared team within the Ministry that, together with AUDOCA, will work to attract more events. The important thing is to express the desire for these activities to come to Uruguay," Menoni stated. He also added that the Annual Operating Plan includes clear objectives, including training, as part of a strategic direction to strengthen tourism.

The meeting sought to strengthen the network of institutional authorities representing Uruguay abroad, providing them with tools, information, and support to attract international meetings.

During the event, Arnaldo Nardone presented an analysis of the global impact of MICE tourism and the opportunities this segment creates for Uruguay in terms of economic development, positioning, and competitiveness. The Ministry's Meetings Tourism team also shared the most relevant aspects of the program.

In place for over a decade, the Ambassadors Program was renewed in 2025 with an updated visual identity and a toolkit designed to facilitate the work of its members, with the goal of projecting Uruguay as an attractive and competitive destination for the international convention and trade fair market.