Uruguay strengthens its position in Europe with an intense business agenda at FITUR
Cristian Pos, Uruguay's National Director of Tourism, detailed at FITUR the country's objectives in the European market, the focus on business generation, and the Ministry's main lines of work for 2026
What are Uruguay's goals and expectations for this edition of FITUR?
The main objective is to maintain and consolidate Uruguay's position in Spain and Europe, a strategic market for the country. Spain accounts for approximately 50,000 visitors annually, while Europe as a whole receives around 200,000 tourists, generating revenues of nearly US$150 million.
Furthermore, participation in FITUR includes a very busy schedule. The Minister, along with various teams from the Ministry of Tourism, is holding more than 100 meetings with tour operators specializing in South America, as well as with institutions, airlines, and members of the press. The focus is on expanding the network of contacts and facilitating business deals for the private sector that will translate into increased visitor traffic and revenue for the country.
What does the Ministry of Tourism have planned for this year?
This year marks the beginning of the implementation phase for many of the projects planned for 2025. These include social tourism initiatives, support for micro, small, and medium-sized enterprises (MSMEs), the development of smart tourism destinations, training programs, and digital transformation processes.
Progress is also being made on the Tourism 4.0 strategy and a new marketing plan, currently under development and expected to be finalized in approximately three months, with the aim of refining and strengthening Uruguay's marketing strategy as a tourist destination.
How do you assess the start of the tourist season?
Even before the season began, a moderately optimistic outlook was in place, and that expectation remains. Information from the private sector indicates that it is shaping up to be a good season. However, it is still too early to make a definitive assessment, as migration data is incomplete and the season is still underway.
The Ministry's position is to continue working with the same intensity until the end of the season, at which point a more accurate evaluation of the results can be made.