Uruguay is betting on the Colombian market with a focus on nature, safety and emerging destinations

What are Uruguay's objectives for attending ANATO and entering the Colombian market?

The goal is to continue increasing the number of Colombian tourists visiting Uruguay. It's a market that has been growing year after year, and we want to strengthen it by focusing on key differentiators such as safety, the possibility of traveling without a visa or passport—only with an identity document—and proximity.

We are especially promoting nature, rural tourism, and birdwatching. This year, we are joined by two tour operators, a transportation company, and the Montevideo City Council.

We are also promoting initiatives like the Carnival in Cabo Polonio, which has had a significant impact in recent years, and expanding the tourism narrative beyond the classic beach experience. Colombians have their own Caribbean, so we showcase other experiences such as wine tourism, tourist lodges, and wineries with accommodations.

What interests do you detect in the Colombian traveler?

There's a lot of interest in nature, wine tourism, and authentic experiences. They also value tranquility and safety. When we tell them that in Uruguay they can walk freely and feel safe, that makes a significant difference.

Another important point is connectivity via Buenos Aires. Many Colombian tourists arrive in Argentina and cross into Uruguay, even just for the day. We want them to visit us, even if only in that way, and if possible, extend their stay.

Destinations like Colonia, Montevideo, Punta del Este or Rocha are attracting interest due to their short distances and the ease of combining experiences in just a few days.

How do you assess the last summer season and the impact of Carnival?

The season was very active, with a strong presence of influencer campaigns and digital initiatives. We've seen very positive feedback on social media, many messages of "I want to come back" or "Uruguay is my place," which motivates us to keep working to offer new reasons to return or to visit us for the first time.

Regardless of whether or not there was a leap in the quality of the tourist profile, the fruits of sustained efforts in campaigns and promotion are evident. Even gradual growth in each market is important for the country.

Uruguay is promoting lesser-known destinations. How does that impact the strategy?

We are showcasing destinations that even many Uruguayans are unaware of. For example, the industrial landscape of Fray Bentos, declared a World Heritage Site by UNESCO, the Gruta del Palacio (also recognized by UNESCO), and the Pampa biome in the Quebrada del Norte.

Uruguay boasts eight UNESCO World Heritage sites and a diverse natural and cultural heritage. Images of waterfalls or landscapes from the north of the country often go viral, and people are unaware that they are in Uruguay.

Furthermore, the improvement in internal connectivity allows you to reach destinations like Rivera by plane, which expands the possibilities for both domestic and international tourists.

What is the final message for the Colombian market?

Uruguay is a nearby, safe, and diverse destination. Beyond its beaches, it offers nature, culture, gastronomy, wine tourism, and authentic experiences within easy reach. We will continue working to further strengthen our position in Colombia and throughout the region.