Marina Cantera, from CAMTUR, reveals why Brazilians are choosing Uruguay to get married, toast and live authentic experiences

Beneath the iconic fig tree of the Figueira Rubaiyat restaurant, in the heart of Jardins, Uruguay introduced itself to Brazil with accent, flavor, and strategy. This was the third stop on the Uruguay Roadshow in Brazil, promoted by CAMTUR (Uruguayan Chamber of Tourism) and the Uruguayan Ministry of Tourism (MINTUR). The stop has already passed through Curitiba (August 4) and Porto Alegre (August 5), and continues on to Rio de Janeiro (August 19) and Belo Horizonte (August 20).

With the charisma that has made her one of the most influential figures in South American tourism, Marina Cantera Nebel, president of CAMTUR, spoke exclusively and revealed the country's new offerings to the Brazilian public. Among them, a surprise: the growing number of Brazilians choosing Uruguay as their destination for marriage.

"We've seen a considerable increase in Brazilians coming to Uruguay for weddings. It's a beautiful sight, and we want to further promote this experience. In addition to the beauty and infrastructure, there are tax benefits that make everything more affordable," said Marina Cantera.

From the wine route to the cheese route: flavors that tell stories

If Uruguayan wines are already renowned among Brazilians, now a new route is gaining prominence: the Artisan Cheese Route, especially in the Colonia del Sacramento region, where small family-run cheese factories open their doors to visitors.

"It's a new route, but very authentic. Each cheese factory has its own identity; many are run by immigrant families who maintain generations-old traditions. Some produce goat cheese, others sheep cheese, and tourists can create their own route, visit by bike or with agencies, taste, buy, and experience," explains Marina Cantera.

The vacuum-packed products can be safely taken on flights — although formal agreements with airlines are still under negotiation.

Promotion with a purpose: bringing together the public and the private

Uruguay's campaign in Brazil goes beyond specific initiatives. Cantera advocates for a model of integrated governance between the public and private sectors, which allows the country, even with a reduced budget, to have a real impact.

"Brazil is huge. Our budget is small. That's why we work with partners like Braztoa, ABAV, and local journalists and agencies. These partnerships help us reach further," he says.

This collaboration model will be even more visible in 2025, with Expo Turismo, a new international fair organized by CAMTUR, which will take place from June 17 to 19, 2026, focused on Uruguayan and foreign tourism.

Events, conferences and corporate experiences

Beyond leisure tourism, Uruguay has become a popular destination for corporate events and international conferences. Its modern and versatile venues, such as the Punta del Este Convention Center, the Radisson Montevideo, and the Solanas Convention Center, attract companies and organizations from across Latin America.

"Our unique feature is that everything is close by. You can have a conference in Montevideo and, on the same night, a cocktail reception in Punta del Este. We have top-notch infrastructure and tax exemptions for events declared to be of international interest," he explains.

Furthermore, the country has invested in diversifying its formats—with spaces adapted for sporting, hybrid, and cultural events, always combining nature and proximity between destinations.

Five years of transformative leadership

As she approaches the end of her term as head of CAMTUR, which began in the midst of the pandemic, Marina Cantera offers an emotional assessment of the challenges and achievements of her tenure.

"I started during one of the most difficult periods. The first two years were spent rebuilding, implementing protocols, and supporting businesses. After that, we were able to focus on promotion, qualifications, technology, and regional integration. It was a very demanding tenure, but I believe we left a transformative mark."

During this period, Marina also chaired the South American Tourism Federation, understanding the region's challenges and positioning Uruguay as a model of cooperation and innovation.

Uruguay closer, more diverse, more ready

The message that the Uruguay Roadshow wants to send to Brazil is clear: the neighboring country is open year-round, with personalized experiences, excellent infrastructure, and charming hospitality.

"We want to double our efforts in Brazil next year, hold more events like this and many other smaller ones, in partnership with those who believe in Uruguay's potential," concludes Marina Cantera, before heading off for another round of meetings with operators and journalists.

Next stops of the Uruguay Roadshow in Brazil:
- August 19 – Casa Horto, Rio de Janeiro
- August 20 – Espaço Raja, Belo Horizonte.

Report and photo: Mary de Aquino.