Punta del Este is once again attracting Argentine tourists: competitive prices and record bookings

The Uruguayan tourism sector has a clear expectation: the 2025-2026 season could be one of the best in recent years for Punta del Este. According to market experts, a strong return of Argentine tourists is already being observed, after several seasons of low attendance. Reservations for January and February are exceeding last year's figures, and the long weekend in November was a clear indication of this, with hotels at full capacity and guests being rebooked due to lack of availability.

Among the factors explaining this phenomenon, one of the main ones is price competitiveness. In sectors such as hotels and restaurants, prices are increasingly aligned with those on the Argentine coast, something that seemed unlikely just a few years ago. Added to this are incentives for tourists, such as the 22% VAT refund on food and beverages and a wide range of bank discounts, which make the economic equation more accessible for foreign visitors.

According to Javier Azcurra, Vice President of the Uruguayan Chamber of Tourism and Director of Regional Tourism at Enjoy Punta del Este, “We have been working very proactively to promote and raise awareness not only of the attractions of the Uruguayan coast, but also of the advantages that our Argentine neighbors have in gastronomy and hotels. Looking ahead to this season, our prices are very competitive, and we believe that all of this will once again contribute to a very good turnout from all the provinces of Argentina, not just Buenos Aires.”

"In particular, our calendar includes strategic alliances with Osaka, DGO Latam and Gustavo Yankelevich, all in gastronomy, entertainment and theater," Azcurra added.

There's also a shift in the type of clientele choosing Punta del Este. Beyond the segment that has always been loyal visitors, this summer sees the addition of an upper-middle-class demographic that historically opted for Argentine destinations like Mar del Plata, Pinamar, or Villa Gesell. The combination of reasonable prices, established services, and a diverse entertainment offering is driving this recovery. Industry projections indicate that it won't just be those traveling in the first half of January who will be key players; a significant influx is also expected in the second half of January and throughout February, when prices tend to moderate.

The surge isn't solely attributable to Punta del Este. In the first quarter of 2025, according to official data from the Uruguayan Ministry of Tourism, the country received over 1.3 million international visitors, with total spending approaching US$900 million. Within that total, Argentina once again remained the leading source market, with nearly one million arrivals and over US$500 million spent. These figures demonstrate a sustained recovery in inbound tourism and anticipate a busy season.

For the summer, private sector projections indicate that Punta del Este will surpass the 300,000 Argentine tourists who visited last season. The city is preparing to welcome a diverse mix: young people seeking parties and events, families prioritizing established services, and visitors returning after years away. Between December 27 and January 10, a packed schedule of activities is expected, from cultural events to major parties with international DJs, adding an extra attraction for younger visitors.

In this context, Punta del Este is once again positioning itself as one of the favorite destinations in the Southern Cone. With competitive prices, tax benefits, and an atmosphere that combines beach, gastronomy, entertainment, and high-level services, the Uruguayan resort is preparing for a season that promises to be one of the strongest in recent years.