The meeting provided an opportunity to explore new partnerships and discover the beauty and potential of Uruguay as a tourist and business destination.
Wine tourism in Uruguay
During the event, Mariella Volpe, marketing director of the Uruguayan Ministry of Tourism, highlighted the new things that Uruguay has to offer Brazilian tourists, with a special emphasis on wine tourism. “The highlight is wine tourism, because we have many wineries that are adapted to receive tourists and produce international quality wines that compete on the world stage,” said Volpe. She highlighted the difference in relation to other destinations, such as Mendoza, emphasizing that many wineries in Uruguay are family-run and provide a more intimate and welcoming experience. “What Brazilians like most is to be welcomed by the winery owners themselves, as if they were part of the family.”
Integrated Tourism in South America
Marina Cantera Nebel, President of CAMTUR (Uruguayan Chamber of Tourism) and President of FEDESUD (South American Tourism Federation), shared insights into the “South America Connects” initiative. According to Marina, the goal is to promote integrated tourism offerings that encompass several countries in South America. “We want to create integrated tourist circuits across several countries and for operators to sell this multi-destination,” Cantera explained. As an example, she mentioned the “Jesuit Route,” a route that crosses several countries but is currently sold segmented by each nation. “With ‘South America Connects,’ we seek to promote tourism as a continent, and not just as isolated countries.”
Ease of Access and Sustainable Tourism
Another highlight mentioned by Marina was the ease of access to Uruguay from Buenos Aires, Argentina, highlighting the quick connections by boat. "We now have boats to Carmelo, Colonia and Montevideo. In two hours, you are on the other side, which allows for a half-day trip, but the ideal is to enjoy the whole day or spend the night in Uruguay for a richer experience," suggested Marina.
She also highlighted the importance of prior planning with tour operators to optimize the time spent visiting wineries and other attractions. "It's a good idea to book with an operator in advance because they already know the transfer times and can make your time at the destination easier," she recommended.
Towards Collaborative and Regional Tourism
Marina emphasized the importance of a collaborative approach to tourism in South America, highlighting FEDESUD’s efforts to promote joint routes and the sale of the continent as a unified destination. “South America is a fascinating and complementary continent, with destinations such as Machu Picchu, Iguazu Falls, Patagonia and Punta del Este. We need to promote ourselves as a bloc to attract more global tourists.”
She concluded by highlighting the importance of associations and joint sales: "United as associations, we can achieve more than if we were separate. This is the message I hope to leave with my management."
Report and photo: Mary de Aquino.