Uruguay closed 2025 with the second-best historical record of international tourist arrivals, confirming tourism as one of the main engines of the national economy according to Diario la R, a prominent free online newspaper in Uruguay headquartered in the capital city of Montevideo.
The South American country experienced a massive surge in tourism last year, recording over 3.2 million international visitors between January and November 2025, marking one of the highest volumes in its history and generating approximately US$1.784 billion in revenue, solidifying the sector as a primary economic driver.
Driven by a strong summer season Uruguay saw significant arrivals from Argentina and Brazil, with Montevideo and Punta del Este leading as top destinations.
Argentina was the top source of tourists with over 2.1 million, followed by Brazil, alongside notable visitors from Europe and North America.
Uruguay’s tourism success is built on stable, high - quality infrastructure, safety, and a “State policy”approach that promotes diversified, year - round attractions, making it a top South American destination. Key factors also include, strong regional appeal, especially for Argentine and Brazilian travellers, investment in luxury, eco - tourism, wine, and a strong focus on sustainable development.
Apart Montevideo and Punta del Este as main destinations the industry thrives on year 0 round options including thermal spa in the northwest, cultural tourism in Colonia del Sacramento (UNESCO site) and rural/agro - tourism. The country also has a strong reputation for environmental protection, with a high percentage of energy from renewable sources, appealing to eco - conscious travellers.
The Minister of Tourism, Pablo Menoni, stressed that the summer season is developing at levels similar to those of the previous year and that, in addition to the high volume of visitors, there was an increase in average daily spending, a key factor for foreign exchange income.
Beyond the positive balance, the Minister identified as the main challenge “breaking the ceiling” of inbound tourism, currently located at around 3.5 million annual visitors.
Another central axis is the improvement of air connectivity, especially
with southern Brazil and western Argentina, considered key to expanding the
flow of tourism.
Added to this is Uruguay’s international projection as a safe, stable, and
reliable destination, as well as dialogue with the private sector in the face
of competitiveness challenges linked to the exchange rate.
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