Uruguay adds airline incentives and new ferry links to draw Argentine tourists

Uruguay is rolling out an airline incentive scheme, new river crossings and road and marina works as it tries to hold on to its biggest source of visitors. Cristian Pos, the country's National Director of Tourism, set out the plans at FIT, the travel trade fair held in Argentina, and said the goal is to show both repeat and first-time visitors what the destination now offers.

Key facts

• Argentina is Uruguay's main market, with more than 2 million Argentine visitors last year.
• Average spending by Argentine tourists rose from about US$530 to nearly US$600.
• Around 20,000 additional seats are expected from Argentina to Uruguay during 2026.
• A new airline incentive launched a week ago rewards extra foreign passengers and new routes.
• Tax benefits for the coming season have been maintained.
• A hotel conversion in Punta del Este involves total investment of US$400 million.

What is changing for air and ferry links?

Uruguay launched an incentive instrument for airlines a week ago. It has two parts: recognition for each additional foreign passenger arriving in the country, and a separate incentive for new routes to destinations that no airline currently serves with Uruguay. Pos said the initiative has drawn a lot of interest and that the country hopes to start finalising agreements with airlines.

River crossings remain a major gateway. The two companies operating the crossing are presenting new developments: one will incorporate the world's largest electric vessel, while the other will begin operating to a new destination, Carmelo, in addition to its existing permit in Montevideo.

How are Argentine visitor numbers doing?

Argentina was a very important component of a strong year last year, both for visitor numbers and spending. This year, Pos said, growth was seen in virtually every market — including Brazil, Spain, Europe and North America — while Argentina lagged slightly behind on visitor numbers. Average spending by Argentine tourists nevertheless increased, which produced only a relatively slight drop in total spending.

Pos said Uruguay lost a segment of Argentine visitors, primarily middle-class families, but retained other segments with higher purchasing power. A private consulting firm in Uruguay has projected a very good 2026-2027 season, with a recovery of the Argentine market towards the end of the year. Pos said the minister speaks of "cautious optimism for the season", and expects a year slightly weaker than 2025 but better than 2024.

What support and investment is under way?

Uruguay has a policy of assistance to tourism small and medium-sized enterprises, offering technical assistance, non-reimbursable funds and subsidised loans. It is also working with UN Tourism on a regenerative tourism approach and on smart tourist destination initiatives, and has maintained tax benefits for this season.

On land, the dual carriageways of Routes 1 and 9 are being completed, Route 26 is being improved and third lanes are being added. Marina works include dredging at Carmelo, renovation at Juan Lacaze and Colonia del Sacramento, a new marina at Punta Carretas, and improvements in Piriápolis and Punta del Este. Private projects include the transformation of the former Enjoy hotel into Fasano Península, Cipriani's Locanda opening in Punta del Este, and investments in Rocha, Canelones, Montevideo, Colonia, Salto, Conchillas and Tacuarembó. Pos said 2026 marked a return to growth in tourism investment after several slower years.

What this means for travellers

Travellers heading to Uruguay from Argentina can expect more air capacity on that route during 2026, and a new ferry destination at Carmelo alongside the existing Montevideo crossing. Road works are continuing on Routes 1, 9 and 26, and marina upgrades are in progress at several coastal resorts.

Uruguay is also looking to diversify into Chile, Peru and Colombia, while Pos described Argentina as a uniquely close neighbour. No dates have been announced for the airline agreements or the new ferry service to Carmelo.