Menoni highlighted Uruguay as a reliable destination and called for progress towards a differentiated tourism value

The Minister highlighted the continued validity of the Investment Law since 1998, supported by various political parties, as a clear sign of predictability for those who invest in the country.

In that context, he participated in the conference “Investing in tourism in Uruguay: a reliable destination”, held on March 3 at the Yacht Club Punta del Este, where he presented the country's strategy to consolidate its international positioning and enhance new growth opportunities. 

During his presentation, Menoni explained that the Ministry's management relies on an evidence-based methodology—observe, plan, act, measure, and correct—with a strong emphasis on public-private and public-public partnerships. "We have a committed and professional private sector, and departmental governments with whom we are working in close coordination," he stated.

Tourism as a productive sector

Menoni emphasized the importance of tourism to the national economy, noting that it represents approximately 6% of the Gross Domestic Product and is one of the main generators of youth employment. He also highlighted that tourism was responsible for over US$2.3 billion in service export revenue in the last 12 months.

In this context, he raised the challenge of surpassing the historical ceiling of inbound tourism, betting on innovation, intelligent segmentation of promotion and the strengthening of air connectivity.

Beyond sun and sand, the minister pointed out that Uruguay has growth opportunities in multiple sectors. He also highlighted the potential of regional markets, especially southern Brazil and central Argentina, where—he indicated—there is ample room to attract new visitors through more targeted promotional strategies supported by artificial intelligence.

From stability to differential value

While Uruguay is already recognized as a reliable country, Menoni raised the need to take a qualitative leap in the tourism proposal, deepening the differentiation of the destination.

In that regard, he noted that the challenge ahead is to transform institutional stability into perceived tourist value, putting attributes such as security, quality of life, sustainability and the authenticity of the country experience in the foreground.

“Tourism is a state policy and we have the opportunity to continue positioning Uruguay as a destination that combines certainty with high-value offerings,” he stated.

Finally, the minister called on stakeholders in the sector to continue working together to manage risks, innovate, and strengthen the destination's competitiveness. “The certainties that Uruguay offers provide a solid foundation. The next step is to build more value together for those who visit us and for those who invest in the country,” he concluded.

Source: Ministry of Tourism of Uruguay.