Uruguay strengthens its tourism presence in the region and targets new international markets
Within the framework of the event "Uruguay, much more than a country" held in Buenos Aires, Marina Cantera, President of the Uruguayan Chamber of Tourism, spoke with Travel2latam about the current situation in the sector, the importance of the Argentine market and strategies to diversify the arrival of visitors to the neighboring country
How would you describe the current state of the tourism market in Uruguay?
Uruguay is going through a very positive period, especially due to the large influx of Argentine tourists we are receiving. We project that the next season will be as good as the last. The fact that real wages in Argentina are improving also contributes to a higher level of travel. Today, Argentines represent around 60% of our visitors, are our main market, and we share a historical and cultural closeness that strengthens this bond.
This event has been held in other countries in the region. What is the objective of these actions?
We seek to consolidate markets that are already key for Uruguay, such as Argentina and Brazil, while also strengthening others with significant potential, such as Chile and Paraguay. We are also working in South American countries such as Colombia, Peru, and Mexico. At the same time, the United States has become a strategic source: it went from having a small presence to fourth place in international arrivals. This year, we carried out activities in Miami, New York, and Chicago, and we will continue to intensify our promotion in that market. Looking ahead, we also want to regain European interest, which has been affected by political circumstances. And at the regional level, Argentina is a natural partner for the multi-destination program, allowing us to jointly develop our tourism offering.
What is the joint work with the Ministry of Tourism like?
There's a very close relationship. We organize these events, for example, jointly. We also develop initiatives like Camtur Conecta , gatherings in different regions of Uruguay that seek to promote domestic tourism and highlight the country's diverse attractions. We firmly believe in the public-private management model: operators work alongside the public sector to position Uruguayan tourism, and the Ministry is a strategic ally in this endeavor.
We're in the final stretch of the year. What goals have you set for the season to come to a close?
Our main objective is to grow in the Argentine market. The Ministry of Tourism is implementing specific actions to strengthen the Uruguay brand in this destination, and we in the private sector are supporting it with the same vision. We cannot assume that all Argentines are already familiar with our offerings; therefore, we must continue to innovate in our promotion and work together to achieve sustained growth in the coming years.