Uruguay focuses on sensory experiences at the 37th edition of Festuris Gramado
The country will showcase wine tourism, gastronomy, music, and inclusive tourism in an immersive experience that reinforces its new campaign, “Uruguay Surprises.”
Uruguay's Ministry of Tourism is participating in the 37th edition of Festuris Gramado, held from November 6th to 9th at Serra Park, with a program that invites visitors to discover the country through their senses. This year, Uruguay is showcasing experiences related to wine tourism, gastronomy, products with a strong local identity, culture, and inclusive tourism.
Having participated in the event continuously for 36 years, Uruguay is focusing this year on sensory experiences and in-person activities that reinforce its position as a competitive and diverse destination for Brazilian tourists. In 2024, more than 575,000 Brazilian tourists visited Uruguay, prompting this promotional strategy that highlights its natural attractions, connectivity, and the tax benefits it offers visitors.
The 90-square-meter institutional stand will feature an aesthetic inspired by the works of artist Joaquín Torres-García and will host 20 exhibitors. The program will include musical performances by renowned percussionist Daniel “Tatita” Márquez—Ambassador of the Uruguay Country Brand—, tastings of Uruguayan wines, cheeses, and olive oils, and talks about tourism routes and products.
In addition, Uruguay will participate in the Food & Drinks Experience sensory space and in the Gastronomic Arena, with two masterclasses dedicated to national gastronomic brands: “Colonia en Bocados”, on November 7, and “Saberes y Sabores del Norte”, on the 8th.
The Uruguayan LGBTQIA+ Chamber of Tourism will also have its own space, reaffirming the country's commitment to diversity and inclusion in tourism.
Among the incentives highlighted for Brazilian tourists are the exemption of VAT on hotel, gastronomy and vehicle rental services, as well as the 9% VAT refund on tourist rentals.
Finally, Uruguay celebrates the increase in air connectivity between the two countries, with new routes from São Paulo and Porto Alegre to Punta del Este, in addition to direct connections to Montevideo from Curitiba, Rio de Janeiro, Recife, Salvador and Fortaleza, the latter starting in November.
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