Uruguay is betting on excitement with its new "Uruguay Surprises" campaign
An audiovisual proposal that invites you to rediscover the country from the authenticity, diversity and emotion of its own travelers
The Ministry of Tourism launched "Uruguay Surprises ," its new campaign for the 2025-2026 summer season, designed to showcase the country through a fresh and emotional lens. The audiovisual piece is inspired by the testimonies of visitors to Uruguay, who share a common belief: the country exceeds expectations .
Filmed in five days, the production covered more than 2,000 kilometers from Montevideo to Artigas, with a 20-person crew and the collaboration of mayors, park rangers, and tour operators. Without professional actors, the casting brought together Uruguayans, Argentines, and Brazilians to capture real emotions and spontaneous scenes.
The result is a piece that celebrates the diversity of landscapes and experiences : beaches and sunsets, wineries and wine tourism, nature and adventure, culture and heritage, hot springs, ranches, and iconic destinations like Cabo Polonio.
With this proposal, the Ministry of Tourism seeks to strengthen Uruguay's position as an authentic, open, and surprising destination , capable of thrilling both first-time visitors and its residents.