Uruguay Roadshow: Fernando Tapia, from Sacramento Management, highlights his passion for hospitality at an event in São Paulo

The traditional Figueira Rubaiyat restaurant hosted another stage of the Uruguay Roadshow in Brazil this Wednesday, organized by CAMTUR (Uruguayan Chamber of Tourism) and MINTUR (Uruguayan Ministry of Tourism). The event, which has already been held in Curitiba and Porto Alegre, brings together Brazilian tour operators and agents for an immersion into the experiences, destinations, and attractions of the South American neighbor.

Among the Uruguayan representatives present in São Paulo, Fernando Tapia, managing partner of Sacramento Management and vice president and future president of the Uruguayan Chamber of Tourism, shared a passionate and strategic vision about hospitality in the country, the strength of local gastronomy and the growth potential in the Brazilian market.

"We are passionate about hosting"

With nine hotels spread across six destinations in Uruguay, Sacramento Management is the country's leading and only hotel management group. For Tapia, the secret to success lies in attention to detail and a true commitment to hospitality.

"We're passionate about being hosts. We put our hearts into welcoming guests to our hotels in the best possible way. And, on top of that, we provide professional management, which guarantees owners above-average returns on their investments," Tapia stated during the interview.

With locations in destinations such as Colonia del Sacramento, Ribera, La Paloma, Montevideo, Mercedes, and Fray Bentos, the group aims to offer experiences that go beyond the room and breakfast. According to the entrepreneur, Brazil is a key market for attracting tourists interested not only in beaches, but also in culture, gastronomy, and shopping.

Gastronomy as experience and identity

For Tapia, gastronomy is no longer just a complementary service in the hotel industry, but has become a strategic source of revenue and differentiation—especially during the low season.

"We have five hotels with restaurants. One example is El Carmen, in Colonia, which faces the bay. There, we prioritize local products: wines, olive oil, cheeses. We want guests to experience the sensory experience of truly being there, with its flavors, aromas, and textures," he explained.

He also highlighted the growth of Uruguayan cuisine over the last 15 years, which is now positioning itself as a tourist attraction in its own right.

Brazil: a public still little explored

Despite the geographic and cultural proximity, the number of Brazilian tourists in Uruguay is still far lower than that of Argentines. While approximately 1.8 million Argentines visit the country annually, Brazilians account for only 500,000 annual visitors.

"It's very little. The problem is the lack of information. Many Brazilians don't know what they can find in Uruguay. They don't know the destinations or the experiences. That's why we need to invest in initiatives like this roadshow," said Tapia.

He advocates for more robust and ongoing marketing campaigns in Brazil, led by the Uruguayan Ministry of Tourism, to increase the destination's visibility.

"Being here, talking directly with tour operators and agents, is a way to create real connections. But we need to go further: show Uruguay to the general public, make people dream of visiting our country."

Next stops

The Uruguay Roadshow in Brazil continues its journey through the country with the following events:

August 19 – Rio de Janeiro, Casa Horto (Botanical Garden)

August 20 – Belo Horizonte, Raja Space

CAMTUR and MINTUR expect to strengthen their relationship with the Brazilian trade and position Uruguay as a competitive and charming destination for different types of travelers.

Sacramento Management Hotels

In  Colonia del Sacramento , highlights include the Radisson Colonia, La Posada de Don Antonio and the Real Colonia Hotel & Suites.

In Ribera, the Light Design Hotel and the Frontier Hotel are good choices.
In La Paloma, the Proa Azul Hotel is a comfortable option.
In Montevideo, the Vivaldi Hotel, located in the Punta Carretas neighborhood, is highly rated.
In Mercedes, the Gran Hotel Brisas del Hum offers good facilities.
And in Fray Bentos, the Gran Hotel Fray Bentos is a great choice.

Report and photo: Mary de Aquino