Uruguay Tourism Ministry Worries Over Brazilian Visitors, Low Per-Tourist Investment

From the Ministry of Tourism's perspective, the current numbers of Brazilian visitors, while significant, represent a missed opportunity. With over 50 million people in the São Paulo region alone, and over 70 million if the economic zone is expanded, the potential for growth is immense. Breaking the current ceiling of around 3.5 million annual tourists could generate substantial employment.

“

There are two concerns in the Ministry of Tourism: that there were fewer than 500,000 Brazilian visitors in 2024, when it is a large market, and that the country invested around US$1 per tourist, so spending on promotion would need to increase.

However, the stark reality of Uruguay's promotional spending is a major concern. The minister's comparison with Brazil and Chile reveals a significant disparity, with Uruguay investing only about US$1 per tourist compared to Brazil's US$10 and Chile's US$8. This low investment hinders the country's ability to attract and retain international visitors, particularly from large markets like Brazil.

“

This [concern about the number of Brazilians] can become an opportunity, as there are more than 50 million inhabitants just from São Paulo southwards.

Despite these challenges, the article highlights Uruguay's success in maintaining the highest per capita receptive tourism index in South America. This achievement is attributed to the competitive, committed, and professional private sector. The ministry aims to build on this by focusing on value rather than just price, and by embracing technological advancements like artificial intelligence to enhance the tourism workforce's skills and adaptability.

“

We are in last place in the ranking of investment per tourist.