Uruguay strengthened its international standing with events in Miami and Mexico

Uruguay took advantage of the 2026 FIFA World Cup to launch international promotional initiatives in Miami and Mexico aimed at strengthening the country’s position as a destination for investment, business, and tourism. The activities combined business meetings, trade promotion efforts, and cultural events to showcase Uruguay’s identity and capabilities to strategic audiences.

The agenda began on June 16 with a business breakfast organized by the Consulate General of Uruguay in Miami. At that event, Foreign Minister Mario Lubetkin presented Uruguay’s competitive advantages and the opportunities it offers for investment and business development to entrepreneurs, representatives of chambers of commerce, importers, and distributors of Uruguayan products based in Florida, as well as leaders from the technology, global services, consulting, and auditing sectors. Also in attendance were the U.S. Ambassador to Uruguay, Lou Rinaldi; the president of the Uruguayan Chamber of Information Technology (CUTI), Amílcar Perea; and representatives from Uruguay XXI.

As part of the mission, the Ministry of Foreign Affairs and Uruguay XXI organized “Uruguay Day” in Miami, with support from the Ministry of Tourism, the National Secretariat of Sports, INAC—through Uruguay Meats—INAVI—through Uruguay Wine—and UTE. The event, held at the Piero Atchugarry Gallery, brought together gastronomy, art, and culture to showcase some of the key attributes that set Uruguay apart.

In attendance were Foreign Minister Mario Lubetkin; Minister of Livestock, Agriculture, and Fisheries Alfredo Fratti; Minister of Tourism Pablo Menoni; National Secretary of Sports Alejandro Pereda; Uruguay’s Ambassador to the United States, Daniel Castillos; and the executive director of Uruguay XXI, Mariana Ferreira. Also in attendance were the U.S. Ambassador to Uruguay, Lou Rinaldi; the Vice President of INAC, Leonardo Bove; the President of Banco República, Álvaro García; and executives from the Uruguayan Football Association (AUF).

Miami was chosen for its strategic importance to Uruguay’s international integration. Mariana Ferreira, Executive Director of Uruguay XXI, noted that the city serves as the main gateway for Uruguayan goods entering the United States—a market to which the country exports more than US$1.5 billion annually, of which nearly US$400 million enters through that port. She also highlighted that Miami is home to a concentration of Uruguayan technology companies, a community of more than 10,000 Uruguayans, and a business ecosystem that fosters the creation of new opportunities.

“The idea was to take advantage of the World Cup and Miami’s strategic location to conduct a country-branding initiative and showcase the opportunities Uruguay offers as a platform for expanding into the region,” she said.

National Secretary of Sports Alejandro Pereda emphasized that soccer represents an opportunity to bring cultures closer together and project the country’s image abroad. “Sports create opportunities to bring cultures together and open doors to our offerings. These types of events allow us to showcase the quality of our products and strengthen our ties with other markets,” he said.

For his part, Tourism Minister Pablo Menoni underscored the importance of the U.S. market, both for its contribution to tourism and for the investment opportunities it offers. He noted that in 2025, Uruguay welcomed 94,000 visitors from the United States, who generated direct revenue of nearly US$74 million.

“We are showcasing a strong and stable country, with a tourism sector that offers opportunities for those who decide to invest in Uruguay,” he said.

Gastronomy also took center stage during the event. INAC Vice President Leonardo Bove noted that the United States is one of the main markets for Uruguayan beef. “Our beef is part of the Uruguayan identity and could not be left out of a celebration like this, which also invites people to get to know the country,” he said.

New Ties with Miami’s Tech Ecosystem

As part of the agenda in the United States, Uruguay XXI Executive Director Mariana Ferreira and Country Brand Manager Larissa Perdomo held a meeting with representatives from Mana Tech alongside Tourism Minister Pablo Menoni.

The meeting provided an opportunity to discuss global trends, opportunities for cooperation, and potential synergies to strengthen Uruguay’s ties with one of the region’s leading hubs for innovation and entrepreneurship.

“It was a valuable opportunity to explore areas of collaboration and continue strengthening Uruguay’s presence in one of the region’s leading innovation hubs,” Ferreira noted.

The event was supported by Uruguay Innova, which facilitated the meeting to generate new opportunities for collaboration between Uruguay and strategic players in the international technology ecosystem. Mana Tech is part of Mana Common, a platform led by entrepreneur Moishe Mana that promotes innovation, technology, and venture capital initiatives from Miami’s financial district.

Marca País Supported Uruguay’s Presence in Mexico

The international promotion agenda continued in Mexico, where Uruguay XXI supported the participation of percussionist and Marca País ambassador Daniel “Tatita” Márquez at the Celeste Festival, organized by the Uruguayan Embassy in Mexico in the city of Zapopan, ahead of the World Cup match between Uruguay and Spain.

The event brought together business leaders, government officials, media representatives, and members of the Uruguayan community to showcase the country’s export offerings. Attendees enjoyed tastings of premium Uruguayan meats, wines, olive oils, cheeses, and caviar, as well as a workshop on traditional grilling and traceability led by Chef Sebastián Manito.

Cultural identity took center stage with a performance by Tatita Márquez, whose candombe show introduced the Mexican audience to one of the country’s most iconic cultural expressions; meanwhile, the presence of former soccer player Diego Lugano reinforced the link between sports, culture, and Uruguayan identity in the run-up to the World Cup.

Through this series of events in the United States and Mexico, Uruguay reinforced an international promotion strategy that integrated business, tourism, culture, sports, and innovation to strengthen its international standing and generate new opportunities for the country.