Successful season launch in São Paulo: Uruguay Surprises!
The Ministry of Tourism presented a new tourism season for 2025/2026, with the aim of expanding the country's presence in the Brazilian market. The "Uruguay Surprises" campaign was officially launched in the city of São Paulo
The launch was well attended by a large number of prominent figures in the tourism industry (operators and agencies), cruise industry leaders, representatives from various institutions, and a significant presence of press and specialized influencers, as well as important authorities from the state and municipal government of São Paulo.
Representing the Ministry of Tourism were Undersecretary Ana Claudia Caram and National Director of Tourism Cristian Pos. The delegation was complemented by the participation of Karina Fortete, Director of Tourism for the Montevideo Municipality, and inbound tour operators from Uruguay, thus strengthening inter-institutional and sectoral collaboration.
In recent times, Uruguay has received around 500,000 Brazilians, mainly from São Paulo, Rio Grande do Sul, Santa Catarina and Paraná.
During the event, Undersecretary Ana Claudia Caram emphasized the renewed commitment to the tax exemption policy, which will apply a 0% VAT rate to the following sectors: lodging, food services, vehicle rentals, and event planning services. Additionally, the continuation of the current Tax Free system was reaffirmed.
In that regard, he highlighted the new air routes that will boost the arrival of Brazilian tourists for the summer season, especially to Punta del Este, with connections from São Paulo and Porto Alegre. He also emphasized the significant network of direct flights to Montevideo that are either already operating or being inaugurated, including routes from Curitiba, São Paulo, Rio de Janeiro, Recife, and Salvador, and the new route from Fortaleza that will begin operating in November.
Among the special guests was the presence of former Uruguayan footballer Diego Lugano, idol of São Paulo Futebol Clube, who strengthens the cultural and sporting ties between both countries and celebrated the special connection that the Brazilian public maintains with Uruguay.
With the concept “Uruguay Surprises”, the new campaign reinforces the image of a diverse, authentic and welcoming destination, reaffirming the country's commitment to offering unique experiences to Brazilian tourists.
Source: Ministry of Tourism of Uruguay.