Mariella Volpe, from the Ministry of Tourism, reveals a strategy to conquer Brazil with wines, gastronomy and experiences all year round

Under the famous fig tree at the Figueira Rubaiyat restaurant, a piece of Uruguay came to life this Wednesday (6) during another stage of the Uruguay Roadshow in Brazil. The event, promoted by CAMTUR (Uruguayan Chamber of Tourism) in partnership with MINTUR (Uruguayan Ministry of Tourism), brought together operators, journalists and tourism agents in a morning of strategic connections and sensory experiences.

Leading the presentations alongside ten Uruguayan companies—including tour operators, resorts, and hotels from various regions—was Mariella Volpe, MINTUR's marketing director, who led the presentations with poise and charisma. With decades of experience leading the country's international promotion, Volpe spoke exclusively about the Uruguayan government's tourism priorities, its focus on the Brazilian market, and the new narrative the country wants to tell the world.

"We're here to show that Uruguay is much more than a summer destination. Our slogan today is 'Uruguay: much more than a country,' and this translates into unique experiences all year round," says Mariella Volpe.

A Uruguay for all seasons

During the meeting, the executive reinforced that Brazil is the second largest source market for tourists to Uruguay, behind only Argentina, but that there is still room — and need — for growth.

"Brazilians know our coastline in the summer, but they know little about the wineries, resorts, creative cuisine, and less obvious destinations we have at other times of the year. We're here to change that, showing that Uruguay is vibrant year-round," he explains.

Focusing on wine tourism, she emphasized the potential of Uruguayan wineries, which have gained international recognition and become a favorite destination for Brazilian visitors. The combination of excellent wines, premium meats, and reimagined local cuisine has attracted an increasing number of tourists seeking authentic experiences.

By air, land and sea: how to get to Uruguay

When asked about international connectivity, Mariella Volpe detailed the government's efforts to diversify and facilitate access to the country. In addition to direct flights with airlines such as Avianca (Colombia) and Copa Airlines (Panama), Uruguay maintains very active sea routes with Argentina and road connections with Brazil.

"From Porto Alegre, for example, you can board a TTL or EGA sleeper bus at night and wake up in Montevideo. It's only a 12-hour trip, with all the comforts. This is essential to make the destination more accessible to Brazilians from the South," he points out.

She also mentioned the ferry routes between Buenos Aires and Uruguayan cities like Colonia del Sacramento and Montevideo, highlighting the practicality and charm of crossing the Río de la Plata.

Continuous promotion: fairs and events that drive tourism

The roadshow is just one part of a robust international presence strategy. Mariella Volpe announced Uruguay's participation in major tourism fairs in the second half of the year:
ABAV Expo (Rio de Janeiro), FIT (Buenos Aires), Festuris (Gramado), and Feira de Turismo (Paraguay). And, in January, a confirmed presence at Fitur (Spain), one of the largest global fairs in the sector.

"We work with a logic of cooperation between the public and private sectors. Because we are a small country, we need to join forces to enhance our tourism promotion. This model is driving tourism in Uruguay," says Mariella Volpe with conviction.

What's coming up on the Uruguay Roadshow

The event in São Paulo was just one of five strategic stops in Brazil:

August 4th – Curitiba / Churrascada Farm

August 5th – Porto Alegre / Eat Kitchen – Embarcadero Pier

August 6 – Sao Paulo / Figueira Rubaiyat

August 19 – Rio de Janeiro / Casa Horto – Botanical Garden

August 20 – Belo Horizonte / Raja Space

In each city, the objective is the same: to strengthen ties, build bridges, and show that Uruguay is closer—and more diverse—than Brazilians imagine.

Report and photo: Mary de Aquino.