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Uruguay launched its 2026 summer season at the Latin American International Tourism Fair
With a large central stand and proposals ranging from classic beach and mining tourism to LGBTIQ+ offerings, Uruguay reinforced its position at the region’s leading tourism fair
Publication date: 30/09/2025
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Uruguay was present at the International Tourism Fair of Latin America (FIT) in Buenos Aires with a country stand and its 2026 summer season launch. The Central Hall of La Rural (Av. Sarmiento 2704) was the setting for the launch of this season, hosted by actress Annasofía Facello and featuring a cultural display led by the Rueda de Candombe group.
The country stand, one of the most prominent in the international area alongside Brazil and Chile, featured a meeting room and B2B spaces for tour operators. There, departmental tourism authorities showed the public the diversity of offerings, from beach tourism to mining tourism in the north, including wine tourism experiences and the consolidation of the LGBTIQ+ segment.
The season launch event included the presentation of the new promotional campaign. Attendees also enjoyed iconic brands such as Salus water, national wines from Uruguay Wine, alfajores from Sierra de Minas and Tsunami, as well as Los Nietitos sweets, all companies licensed by Marca País, Uruguay LSQA.
The event brought together a wide range of authorities and stakeholders: the Minister of Tourism, Pablo Menoni; the National Director of Tourism, Cristian Pos; departmental directors; mayors of the main destinations; tourism entrepreneurs; and Marca País partners, including the Enjoy hotel. Uruguay XXI participated with its executive director, Mariana Ferreira, and the manager of Marca País, Larissa Perdomo, to support the national strategy.
“Uruguay’s presence at FIT is the result of a joint effort that seeks to attract more tourists, forge alliances with international operators, attract investment in the sector, and continue to position our country as a destination for tourism, residence, and commerce,” Ferreira said.
With this display, Uruguay confirmed its commitment to strengthening its image and reinforcing its presence in the region’s main tourism market. It presents a summer season that combines nature, diversity, culture, and hospitality.