WTM Latin America: Uruguay reinforces its commitment to Brazil with an intensive agenda and focus on new segments

Within the framework of WTM Latin America, Uruguay is consolidating its promotional strategy in Brazil, its main regional market, with a sustained agenda of actions and a strong commitment to the diversification of tourism products.

In a dialogue with Travel2Latam, Cristian Pos, National Director of Tourism of Uruguay, highlighted the results of the last season, the growth in tourist spending and the plans to strengthen the international presence of the destination.

What are Uruguay's goals and expectations for WTM Latin America?

Brazil requires ongoing attention within our strategy. This year we will carry out 18 in-person events in that market, in addition to all the marketing campaigns we develop throughout the year.

We have a very busy schedule because we understand that this is a market in which Uruguay needs to have a constant and significant presence. Last year we received more than 500,000 Brazilian tourists, but we believe there is still room for growth.

It's also important that the operators who are with us can generate good business, so we've arrived with renewed expectations.

How do you assess the last tourist season and what are the prospects?

We're finalizing the figures for January through March, but we can already say it was a good season. We had a slight decrease in the number of visitors compared to last year, but with higher per capita spending, which is very positive because it generates more revenue for the country.

Now it's time to analyze each destination individually to identify opportunities for improvement. Furthermore, this year presents some challenges, such as the impact of the World Cup, which could divert some demand.

Argentina and Brazil remain our main markets, although we also work in other countries in the region such as Chile, Paraguay, Peru and Colombia, as well as North America and Europe.

What progress has been made in the development of new tourism products and segments?

We are working on several strategic areas. One of them is MICE tourism, where we have been developing specific initiatives. We are also going to promote a gastronomic tourism plan to organize and enhance existing initiatives.

Another key segment is senior tourism, for people over 60, which allows you to work all year round and not depend exclusively on the high season.

Furthermore, we continue to strengthen rural and regional tourism in different parts of the country. These segments are essential for generating off-season activity and diversifying the offerings.

How does Uruguay's international agenda continue this year?

The agenda is very broad. While we're at WTM Latin America, the minister is participating in Seatrade Cruise Global in Miami.

Throughout the year we will have multiple actions in Brazil, including cities such as Rio de Janeiro, São Paulo and Porto Alegre, in addition to new air connections.

We will also be holding events such as Uruguay Week in Rio, featuring cultural, gastronomic, and tourism offerings. In addition, there will be traditional fairs, workshops in Mexico and the United States, and activities in Argentina.

We continue to promote familiarization trips (FAM), both for operators and for the press, with the participation of international media and agreements with airlines such as Iberia.