Paraguay strengthens its position in Europe with experiential tourism, culture and a strong international agenda
Antonia Cárdenas, Director of Tourism Marketing at the National Tourism Secretariat of Paraguay (SENATUR), presented at FITUR the country's strategy to attract the European market based on authentic experiences, major events and a broad presence at international fairs
What are SENATUR's objectives and expectations at FITUR?
Paraguay arrives at FITUR with the goal of further strengthening its position in the European market and increasing the visibility of its experiential tourism offerings. The country is focusing on a type of experience that is currently highly valued by European travelers: the opportunity to actively engage with the local culture, from preparing their own food to creating handicrafts or participating in traditions such as Paraguayan dance and music.
The stand showcases a representative sample of the country's gastronomy, culture, and crafts, alongside agencies and tour operators already selling travel packages. In addition, Paraguay is promoting the World Rally Championship, which it is hosting for the second consecutive year, as one of the most important international events on its tourism calendar.
Why is FITUR a strategic platform for Paraguay?
Madrid is Paraguay's main gateway to Europe thanks to its direct air connections with daily flights. In this context, FITUR is consolidating its position as a key platform to showcase the diversity of the country's tourism offerings and reinforce its standing as an emerging destination in South America.
How is the season progressing and what is planned for the rest of the year?
Paraguay is currently experiencing its summer season, with Carnival as one of the main attractions, especially in the city of Encarnación, which receives a strong flow of regional tourists and growing interest from Europe.
This year, a new international tourism promotion campaign is planned, with a presence in airports and public spaces in strategic markets, with the aim of further expanding the destination's visibility globally.
What international trade fairs and activities are part of the promotional strategy?
In addition to FITUR, Paraguay will participate in WTM São Paulo, WAP Curitiba, FIEXPO—specializing in MICE tourism—and FIT Buenos Aires. Its presence at these fairs is part of a strategy aimed at strengthening the country's position in the meetings, incentives, conferences, and exhibitions (MICE) sector, an area in which Paraguay has been experiencing sustained growth.
How is Paraguay evolving as a destination for events and congresses?
Asunción is increasingly establishing itself as a venue for international congresses, conferences, and events, in the medical, sports, and corporate sectors. Meanwhile, other regions such as Ciudad del Este, Encarnación, Itapúa, and Alto Paraná are also advancing their position as locations for major events, expanding the territorial reach of tourism.
What growth expectations do you have for this season?
Paraguay's projection is to grow by at least 30% compared to the previous season, a goal they consider achievable through strengthening international promotion, expanding the supply, and the dynamism of the sector.