Meliá Hotels International strengthens its presence in Argentina and announces new projects in the country
Gustavo Santana, Director of Marketing and eCommerce for Latin America at Meliá Hotels International, spoke with Travel2latam during FIT Buenos Aires about the importance of the Argentine market, the outlook for 2025, and the chain's expansion plans in the region
What are Meliá's goals and expectations for this new edition of FIT?
FIT is a strategic event for us, especially in the Argentine market. It's no secret that Argentine outbound tourism more than doubles that of other countries, but we also consider it a key market in terms of local development. We want to strengthen both outbound tourism to our properties abroad and inbound tourism in Argentina, where we already have hotels and new projects. FIT is a unique opportunity to meet with tour operators, OTAs, and various segments that contribute to the business.
This year you're participating with your own stand and a larger delegation. What can you tell us about it?
Yes, we've come with a more robust delegation. In addition to classic destinations for the Argentine market, such as Punta Cana and Cancún, we're highlighting our properties in Iguazú and Buenos Aires. We're also joined by tour operator managers for all of Latin America, the Cancún team, and representatives from our local franchises, such as Almarena in Costa del Este and the Alejandro I Hotel in Salta, who provide support for our sales efforts.
How did Meliá perform in 2025, and what are the prospects for 2026?
It's been a very good year. The Argentine market has consolidated its position as one of our main source markets for hotels in the Americas. Iguazú is showing very solid performance, and although Buenos Aires is facing challenges due to the decline in Brazilian tourism, we are exceeding expectations. We are also seeing steady growth in the Caribbean—Punta Cana, Cancún—and the United States. And in Europe, 2025 was equally positive.
What expansion projects do you have planned in Argentina and South America?
Argentina is currently the focus of our development in South America. We are moving forward with the Alejandro I hotel franchise in Salta and will soon open an INNSiDE hotel in Mar del Plata. Projects are also planned for Bariloche and Mendoza, and we have already announced a Gran Meliá in Ushuaia, currently under construction. We are also exploring opportunities in El Calafate and other regions. At the same time, we continue to drive growth in Brazil.