Uruguay presents "DestinoPlus-Itinerarios Vivos" at FITUR 2026: The first tourism ecosystem that integrates emotional AI, real data intelligence and the local economy

At the 2026 International Tourism Fair (FITUR), Uruguay is redefining the concept of a Smart Tourism Destination (STD) with the launch of the Living Itineraries Network. This initiative integrates its first three destinations: Montevideo (Smart Capital), Colonia del Sacramento (UNESCO World Heritage Site), and Punta del Este (Premium Destination), and is presented not only as a tool for travelers but also as a three-pillar ecosystem that addresses the needs of tourists, public administration, and local businesses.

The pilot network positions Uruguay as a leader in innovation in LATAM, applying technology specifically to the identity of each territory:

The official presentation, "DestinoPlus: From static information to a live itinerary", will take place this Friday, January 23 at 10:00 a.m. in the FITUR International Press Room.

1. For the Traveler: From the static map to the “Living Itinerary”

The main innovation introduced by DestinoPlus is its paradigm shift compared to current tourism applications. While internet searches offer static maps and generic lists, DestinoPlus generates a "Living Itinerary."

It's an intelligent system that merges exploration, planning, and support into a seamless experience. Its Artificial Intelligence engine not only answers questions but also acts as a local host, anticipating the traveler's needs.

Real-time adaptability: If rain is forecast, it gets late, or the tourist feels tired, the itinerary is automatically reorganized, offering a "Plan B" consistent with the user's preferences without them having to search for it.

Emotional and cultural connection: The platform acts as a “cultural translator” and “storyteller.” Where a conventional map only displays a location pin, the assistant provides the story of the place, connecting the visitor with the
local identity.

Local economy: Connect the traveler's interests with artisans, guides and micro-enterprises at the exact moment of the purchase decision, offering them benefits and boosting the destination's digital economy.

2. Intelligence for Destiny: Governance based on real data

Unlike traditional platforms that only offer download or web visit metrics, DestinoPlus provides administrations (DMOs) with a Digital Governance Infrastructure.

Through an Interactions Dashboard, managers in Montevideo, Colonia, and Punta del Este can access real-time market intelligence:

Flow governance: Tools to manage tourist saturation using real-time heat maps, allowing for efficient redirection of visitor traffic.

Sentiment analysis: Instant monitoring of visitor satisfaction and emotions, surpassing traditional surveys.

Behavioral economics: Comparison between planned spending intention and actual execution, as well as the exact duration of the stay at the destination.

All of this is done under strict privacy standards, working with anonymized data for strategic decision-making in compliance with GDPR and GovTech regulations.

3. Boosting the local economy: Contextual micro-segmentation

The third differentiating pillar is its ability to boost the destination's microeconomy. DestinoPlus doesn't function as a static business directory, but as a marketplace for contextual experiences. The system uses geolocation and user-declared interests to connect supply with demand at the precise moment.

Smart visibility: If a tourist interested in design is near the Port Market, the system will proactively suggest they visit a nearby local artisan's workshop.

Direct benefits: This functionality allows micro and small businesses (MSMEs) to integrate into the digital tourism value chain, accessing direct sales tools and providing additional benefits to tourists (discounts, upgrades, preference, etc.).

Source: Destino Plus.