Montevideo, capital and largest city of Uruguay is moving towards the future of tourism implementing a Smart Tourist Destination model, the strategic plan 2023 - 2025 presented by the Tourism Division is based on a solid strategic framework that integrates six fundamental axes : governance, innovation, technology, accessibility, sustainability and promotion, representing a move to consolidate the city as an example and benchmark for an inclusive and responsible tourism in the region.
The implementation of the Smart Tourist Destination (SMD) model, aligned with the international standards and designed to strengthen tourism public management with a participatory, sustainable, and innovative approach is the result achieved by the Montevideo Tourism Division after years of efforts and work.
Montevideo as smart tourist destination leverages technology and innovative practices to enhance the local and visitor experience, improving sustainability, and fostering collaboration among stakeholders, using digital technologies to provide personalized services, managing resources efficiently, and promote sustainable tourism practices.
The city with its project is improving the visitor experience and the quality of life of residents, promoting environmental and social sustainability and ensuring accessibility for all, committed to citizen participation, targeted multi - channel communication and professionalization to become a very competitive, inclusive, and sustainable destination.
The strategy of Montevideo as Smart Tourist Destination Model can be summarized in these points :
• Focus on innovation and technology - Montevideo is using technology to optimize destination management, improve mobility, offering accurate tourist information, and promoting citizen participation.
• Sustainability as a fundamental pillar - The city has a sustainable approach seeking to minimize environmental impact, promoting environmental conservation, and improve the quality of life of the local community.
• Inclusivity for all - The city's goal is to ensure that all visitors, regardless of their abilities, can fully enjoy the city, with barrier – free access to services and attractions.
• Governance and Collaboration - Montevideo aims to enhance the collaboration between the public and private sectors, as well as community, participation, to ensure equitable and sustainable tourism development.
• Promotion and Communication - Promotion and Communication Tourism promotion is based on campaigns segmented markets, active social media management in multiple languages, and the dissemination of information through newsletters, tourism offices, and innovative digital channels. Inclusive communication tailored to different audiences, along with the active participation of the private sector in fairs and events, strengthen Montevideo’s image as a dynamic, accessible, and sustainable destination.
During the stages of the plan development, the South American city experienced notable achievements, developing a tourism observatory with Big Data, digital platforms with augmented reality, the creation of the website and app “Descubri Montevideo”, Discover Montevideo.
The city also focuses on accessibility on beaches certifications, it hosted events such as the Tourism 360 Fair enhancing its image and reputation in the region, as well as is promoting cultural and sporting events that appeal to different tourist segments.
Next to these relevant achievements and successes Montevideo is also actively working in initiatives on air quality monitoring, smart waste management and environmental initiatives such as the organic waste processing plant.
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