Salta strengthens its international positioning and is committed to sustainable and authentic tourism
During WTM London, representatives from Visit Argentina presented the latest developments in northern Argentina alongside Martín Yaguado, services manager of the Train to the Clouds and representative of the Ministry of Tourism and Sports of Salta, who highlighted the importance of European markets, the growing connectivity, and the cultural and natural potential of the province
What is the objective of participating in WTM London and what are you presenting?
20% of tourists visiting Salta are international, and among the most relevant markets are the United Kingdom, France, Germany, Italy, and Spain. In the case of the British public, we are especially targeting niche products such as birdwatching, cultural tourism, and adventure tourism. WTM is key to reinforcing our presence in Europe, one of the main sources of tourists to the province.
How is connectivity with Europe and North America today?
From Salta, you can fly to Buenos Aires with three airlines offering multiple daily flights, making the province the main air hub in northern Argentina. Furthermore, thanks to Copa Airlines and LATAM, it's possible to reach Europe or North America without going through Buenos Aires, via Panama or Lima. This connectivity has also sparked the interest of tour operators from Canada and the United States, who can now enter the country directly through Salta, easily connecting to destinations such as Iguazu, Mendoza, or Patagonia.
What actions are you taking regarding sustainability?
Salta has a strategic tourism plan that includes sustainability as one of its cross-cutting themes, encompassing environmental, social, and economic aspects. We have also implemented a calculator that measures tourists' carbon footprint, a pioneering tool in Argentina. We are constantly working to consolidate our position as a sustainable and responsible destination.
What cultural attractions stand out for international visitors?
European tourists find in Salta a strong connection to the history and living culture of northern Argentina. The region preserves colonial cities, religious traditions, and native cuisine that reflect centuries of history. Added to this is the vastness and variety of landscapes—many of them cinematic—and the production of internationally renowned high-altitude wines. These wines, cultivated between 1,700 and 3,200 meters above sea level, have positioned Salta as a leading wine tourism destination, attracting even European students and experts interested in this unique product.
What new segments and experiences are being driven?
Luxury and wedding tourism have grown around unique locations such as wineries and the iconic Train to the Clouds, one of the highest railway journeys in Latin America. In northern Argentina, visitors experience intense, authentic, and emotional moments: from participating in a cooking class with local hosts to exploring breathtaking landscapes in direct contact with the community.
What promotional strategies do you have planned for next year?
We will continue to strengthen our digital presence and participate in major international trade fairs, focusing on non-traditional markets such as the United States and Canada. In Europe, we will continue to attend the five most important events in the sector, while in regional markets we are working more in person. We also maintain a strong connection with Visit Argentina to enhance the country's joint positioning.
What is it like working with travel agents and the sales channel?
In Salta, there are more than 500 agencies that work with national and international companies. The main tour operators that market Argentina include the north as one of the most attractive destinations, along with Buenos Aires, Patagonia, and Mendoza. At trade shows like WTM, we seek to update our offerings with these partners, since in distant markets it is essential to work with the tourism trade to reach the end consumer.
What final message would you give to the international traveler?
We invite you to discover Salta through our official websites. It's a different Argentina, with mountain landscapes, the Wine Route, the Train to the Clouds, and a strong cultural identity. We also offer investment opportunities in sectors such as hospitality, adventure tourism, and wellness. Salta combines history, authenticity, and nature: a destination that inspires and leaves a lasting impression.