Uruguay returned to WTM London after six years

Uruguay returned to the World Travel Market (WTM) in London after a six-year absence with a presentation that highlighted the diversity of its landscapes, its tranquility, and its quality of life. The trade show, which took place November 3–5 at the ExCeL London convention center, brought together representatives from the international tourism sector and provided a platform to showcase the country’s offerings and open up new markets.

The Uruguayan delegation included Minister of Tourism Pablo Menoni; the manager of Marca País Uruguay, Larissa Perdomo; Marca País specialist Mariana Cabrera; and Uruguay’s ambassador to the United Kingdom, Luis Bermúdez, among other representatives.

During the presentation of the country’s booth, Menoni described Uruguay as a “haven of calm, safety, peace, and freedom.” In an international context marked by uncertainty, the minister highlighted these attributes as part of a tourism offering that invites visitors to enjoy the surroundings, culture, and local experiences.

Along the same lines, Perdomo noted the importance of introducing Uruguay to travelers who value tranquility, safety, and quality of life. She also highlighted the opportunity to explore a wide variety of landscapes without traveling long distances. “Within 400 or 500 kilometers, we have it all,” she said, referring to the mountain ranges, beaches, dunes, national parks, and protected areas.

The offerings presented in London encompassed experiences that go beyond sun-and-beach tourism. Historical heritage, the carnival, candombe, gastronomy, and rural tourism were all part of a package that connects nature and culture, allowing visitors to discover different regions throughout the year.

Participation in WTM aimed to strengthen Uruguay’s recognition as a destination and expand its reach into markets outside the region, particularly Europe and North America. For Marca País, this event provided an opportunity to link the attributes that set Uruguay apart with concrete experiences for visitors.

Air connectivity also played a key role in this strategy. “We need to improve connectivity with the rest of the world,” noted Menoni. In this context, the Ministry of Tourism is promoting an incentive program aimed at airlines that increase the transport of foreign passengers and introduce new international routes. The initiative seeks to expand connections and diversify the markets from which visitors originate.

In addition to these measures, there are tax benefits for non-resident tourists on lodging, dining, and car rentals without a driver, as well as the Tax-Free shopping program, subject to applicable conditions.

With its return to the London travel fair, Uruguay strengthened its international promotion by inviting visitors to discover a country that combines landscapes, culture, and cuisine within easy reach—and where tranquility is a central part of its identity.