Uruguay will showcase a diverse, authentic, and reliable tourism offering at the International Tourism Fair

Uruguay will participate in the 2026 International Tourism Fair (FITUR), one of the industry’s leading global events, which will take place from January 21 to 25 in Madrid. The fair will bring together destinations, companies, international organizations, and government officials, establishing itself as a strategic platform for promotion, the exchange of experiences, and the creation of opportunities in the tourism sector.

In this context, Uruguay will have its own booth, from which it will present its offerings to tour operators, industry professionals, specialized media, and an international audience, thereby enhancing its visibility in a key setting for international positioning.

During the fair, the country will highlight the main attributes of its offerings: stability, safety, quality of life, and a diverse range of experiences that integrate nature, culture, gastronomy, wine tourism, and wellness experiences available year-round.

Based on this combination of values and experiences, Uruguay presents itself to the world as an authentic and reliable destination, featuring natural beaches, rural landscapes, cities with a strong cultural identity, and a vision aligned with the principles of sustainability, accessibility, and inclusion—values increasingly sought after by international travelers.

The country will also be part of FITUR’s institutional agenda through the presence of Tourism Minister Pablo Menoni, who participated in the 13th Ibero-American Tourism Conference, held in the lead-up to the event. The conference brought together regional officials to exchange views on the sector’s current challenges, regional cooperation, and the development of more sustainable and inclusive tourism.

The Uruguayan delegation will also include Cristian Pos, National Director of Tourism, who will participate in the country’s institutional and technical agenda through various coordination efforts with stakeholders from the public and private sectors.

In this way, Uruguay’s presence at FITUR will help strengthen its international standing by participating in forums where global trends are analyzed, best practices are shared, and strategic partnerships are forged to foster inbound tourism growth.

This participation will also take place within a context of strong Latin American representation, with countries such as Mexico, Argentina, Colombia, Chile, and the Dominican Republic among the leading regional players, which reinforces FITUR’s value as a forum for dialogue, integration, and international visibility for the region’s destinations.