Uruguay consolidates its position at FITUR with an active professional agenda and a cultural proposal with identity

Uruguay's presence at FITUR was marked by two complementary axes: on the one hand, the strengthening of strategic relationships with key players in the tourism sector and, on the other, a program of activations that brought the professional public and the Spanish traveler closer to the roots, flavors and cultural expressions of the country.

Consolidate alliances and project growth

During the days of the fair, the Ministry of Tourism of Uruguay developed a broad agenda of professional meetings aimed at strengthening the marketing of the destination, improving air connectivity and positioning the country in strategic segments.

The National Director of Tourism, Cristian Pos, held meetings with major online travel agencies (OTAs) and marketplaces such as Civitatis, LastMinute, eDreams, Atrápalo, and Destinia, as well as with key tour operators including W2M, Southern Cross, Ávoris, and Viajes El Corte Inglés (VECI). These meetings focused on exploring new opportunities for promotion, distribution, and product development for the Spanish and European markets.

The agenda also included meetings with airlines such as Iberia and Air Europa, which have direct flights from Uruguay to Madrid, with the aim of advancing agreements that contribute to improving connectivity between Uruguay and Spain, as well as meetings with technology companies in the tourism sector, such as Amadeus, focused on innovation and digitization of the traveler experience.

At the institutional level, the meetings with UN Tourism were highlighted, as well as the meetings with associations linked to accessible tourism, including Fundación ONCE (Ilunion), reaffirming Uruguay's commitment to an inclusive tourism model.

For his part, the Minister of Tourism, Pablo Menoni, carried out an intense schedule of interviews with general and specialized media such as Onda Cero, Onda Madrid, RNE Nacional, Agencia EFE and Grupo Monocle, focusing on the positioning of Uruguay as a diverse, sustainable destination with its own identity.

The minister also participated in various institutional events that accompanied Uruguay's presence at the fair, including the Official Opening of the 46th edition of FITUR, with a greeting to Their Majesties the King and Queen of Spain, and World Paella Day, an event that allowed for strengthening ties with Spain and, in particular, with the city of Valencia, where this dish originated.

One of the highlights of the agenda was the participation of the Uruguayan minister in the panel discussion “The transformation of the sector towards a socially sustainable model”, held at Fitur4All, where Minister Menoni shared the country's vision on accessibility, inclusion and social sustainability as central pillars of tourism development, together with institutional representatives from Colombia, Barcelona and Bizkaia.

Culture, flavors and shared experiences to take a little piece of the country home with you.

Alongside the institutional and professional work, Uruguay's stand at FITUR was consolidated as an experiential space that invited visitors to get to know the country from a sensory and cultural perspective.

Through a continuous program of brief, interactive activities, Uruguay offered visitors more than just information: the chance to experience the country. Rounds of mate, food tastings, wine tastings, workshops, and artistic expressions transformed the stand into a meeting place and hub for conversation. Part of its success was also due to the stand's mascot, the mate gourd, a traditional Uruguayan emblem and the undisputed star of the show, with whom every visitor wanted to take a picture.

Gastronomy played a central role, with offerings including chivitos, Uruguayan empanadas, fainá, artisanal alfajores, and local wines, accompanied by stories explaining the origin and identity of each product. These experiences showcased Uruguay's potential as a food and wine destination, one of the fastest-growing segments in the Spanish market.

Over the weekend, the stand added cultural expressions such as murga and candombe, bringing the public closer to traditions recognized as cultural heritage and reinforcing the idea of ​​an authentic, close and diverse Uruguay.

The activations were conceived as an extension of the country's message: a destination that values ​​its roots, invites sharing, and is committed to human, sustainable, and inclusive tourism.

Source: Ministry of Tourism of Uruguay.