Uruguay was present at IMEX Frankfurt

In 2024, the country participated for the first time in the IMEX Political Forum, addressing public policy and meeting industry strategies at the national and international levels. During this edition, efforts were made to promote the three main destinations (Montevideo, Punta del Este, and Piriápolis/Salto), highlighting attributes such as quality of life, modern infrastructure, first-class gastronomy, and digital government, compared to strategic markets such as Europe, the Netherlands, and Asia.

IMEX Political Forum
Undersecretary Ana Caram and Ministerial Advisor Lucas Regal participated in the IMEX Political Forum, held on May 20. This event brought together global leaders from the MICE sector, addressing challenges and strategies for destination leadership in attracting and optimizing business events.

IMEX Frankfurt is the annual benchmark event for the global meetings, events, and incentive travel industry, establishing itself as the most important trade show of its kind in Europe. It brings together more than 4,200 meeting organizers with 3,100 suppliers from around the world, facilitating the establishment of strategic partnerships that enhance the quality of events, meetings, and experiences.

Specific Objectives

The fair specializes in the MICE (Meetings, Incentives, Conferences, and Exhibitions) segment, and the Uruguayan Ministry of Tourism has participated in previous editions, assuming responsibility for the purchase of space and stand design. Private operators contribute by covering the costs associated with their participation.

Meeting tourism in Uruguay has shown sustained growth, reflecting the sector's professionalization and development. According to data from the International Congress and Convention Association (ICCA), in 2024, Uruguay ranked 65th worldwide with 27 events held. In the Americas ranking, it ranked 11th.

Source: Ministry of Tourism of Uruguay.