Cruise 360 ​​Brazil: Uruguay strengthens cruise tourism in South America

The cruise industry turned its attention to the coast of São Paulo during Cruise 360 ​​Brasil, held on March 14th and 15th at the Santos Convention Center in Santos, São Paulo. Organized by the Cruise Lines International Association (CLIA), the event brought together representatives from destinations, cruise lines, and travel agents to discuss trends, promote training, and expand strategic connections for the sector's growth.

Throughout the program, international destinations took the opportunity to strengthen their presence in the Brazilian market, considered one of the most important in South America for cruise tourism.

Uruguay is betting on the Brazilian market to increase visitor flow.

Among the destinations present at the event was Uruguay, which reinforced its strategy of closer ties with the Brazilian tourism industry. For the country, strengthening partnerships with travel agencies specializing in cruises is essential to increase the flow of tourists.

María Soledad Viera, responsible for strategic planning of tourism offerings at the Uruguayan Ministry of Tourism, highlighted the importance of the meeting. “For Uruguay, it is vital to work with Brazilian travel agencies. We want to increase the overall number of Brazilian clients, not just those traveling on cruises,” she stated.

According to her, participation in Cruise 360 ​​began recently, after the country became a partner of CLIA. At the event, the destination presented characteristics that it considers to be differentiating factors on the international stage.

“We are a small, safe country, and nowadays, with the difficulties of peace that we are having in the world and such violent situations, our region continues to be strong in this aspect,” explained Viera.

The country also brought to the event information about tax incentives for tourism and the participation of strategic destinations for the sector, such as Montevideo and Punta del Este, which receive cruise ships during the season.

In terms of cruise passenger volume in South America in 2025, Montevideo accounted for 6.2%, equivalent to 37 ships, with 3.9% of embarkations and disembarkations.

Colonia del Sacramento seeks space on cruise ship itineraries.

In addition to its already established ports, Uruguay is working to expand its presence on river routes with a new destination. One of the projects under study involves including Colonia del Sacramento in these itineraries.

Currently, the city receives a large influx of visitors arriving from Argentina by ferry or for day trips. According to Viera, the goal now is to expand this dynamic.

“We are working to bring cruise ships to Colonia as well. We have a proposal for an upcoming season with an expedition cruise that can arrive and navigate the Uruguay River/Río de la Plata,” he explained.

The initiative seeks to diversify the experiences offered to passengers and explore the tourism potential of the country's interior.

Punta del Este wants to expand experiences for passengers on stopovers.

Another Uruguayan highlight at Cruise 360 ​​was Punta del Este, represented by the department of Maldonado. The destination participated in the event for the first time with the goal of strengthening relationships with cruise lines and better understanding the sector's needs.

Edgar Silveira, director-general of the Tourism Department of the Maldonado Intendency, emphasized that participation goes beyond promoting the destination.

"Besides coming to represent and promote our destination, we also came to learn, talk to the shipping companies, and see what each of their needs is in order to offer a better service," he stated.

Punta del Este already welcomes various cruise lines, including luxury lines and major international operators. The expectation is that the number of port calls will increase in the next season.

“We have many companies that visit us, from luxury cruise lines to the main MSC lines, which will even increase the number of port calls in our department next year,” explained Silveira.

Gastronomy, wines, and cultural experiences strengthen the destination.

Although most flights take place during the day, Punta del Este invests in experiences designed to make passengers' visits memorable. The offerings include local cuisine, wine tourism tours, and activities related to olive oil production.

Silveira highlighted that the goal is to transform each stop into an authentic experience of the destination.

"We want every experience that passengers have upon disembarking in our territory to be optimized and enjoyed in the best way possible, taking away the best experiences from us, both in gastronomy and tourist attractions," he said.

The destination also boasts a wide range of hotels, with options ranging from five-star hotels to establishments geared towards family tourism.

Montevideo highlights culture, diversity, and urban tourism.

The Uruguayan capital also participated in the event to increase its visibility among tourism professionals. The city is betting on cultural diversity and urban experiences to attract visitors.

Lia Fernandez, advisor to the Tourism Division of the Montevideo City Hall, explained that participation in Cruise 360 ​​represents an opportunity to create new connections.

“We understand that a large part of our audience comes from cruise tourism and, given the importance of the sector to the city, it was important to be here to create new alliances,” he stated.

Montevideo presents itself as a complete destination for those wishing to extend their trip after the cruise. According to Fernandez, the city offers attractions for different types of travelers.

"It's a small city in size, but very big at heart. We like to say that you arrive as a tourist and leave as a Montevidian," he emphasized.

Museums, architecture, and cultural traditions enchant visitors.

Among the main attractions of the capital are its historical architecture, more than 40 museums, and the extensive promenade that runs along the Río de la Plata for over 22 kilometers.

The city also preserves internationally recognized cultural traditions, such as candombe and tango, in addition to a strong gastronomic and coffee scene.

"We are the city with the most coffee shops per capita," commented Fernandez.

Another distinctive feature is the religious diversity present in the capital, which includes Catholic and Buddhist temples, mosques, and churches of different traditions, all integrated into the tourist itinerary.

Cultural events also help to fill the calendar, such as the Night of the Temples, held on the third weekend of November, when different religious spaces open their doors for nighttime visits accompanied by music, gastronomy, and exhibitions.

Reporting and photo: Mary de Aquino.