Uruguay is officially marking its return to the global stage as it prepares to exhibit at World Travel Market (WTM) London from November 3–5, ending a nearly decade-long absence from the prestigious trade event. This comeback signals a major shift in the nation’s international strategy, highlighting a renewed and ambitious focus on the UK and wider European travel markets.
The decision to return to London comes at a time of sustained growth. Official data shows that Uruguay welcomed 17,805 visitors from the UK in 2025, a robust 15.5% increase over the previous year. This momentum has continued into 2026, with over 10,000 British arrivals recorded in the first six months alone. European markets—led by Spain, Italy, Germany, France, and Great Britain—remain vital, collectively contributing $150.1 million in tourism expenditure in 2025.
Accessibility is central to this growth. Uruguay is currently bolstering its connectivity, notably through a new British Airways route from London Heathrow to Buenos Aires, scheduled for March 2027. This connection is expected to significantly increase the flow of European travellers into the region. Once in South America, visitors are increasingly utilizing the country’s high-tech transit hubs, such as the Port of Colonia, which is set to integrate the China Zorrilla—the world’s largest fully electric ferry—into its fleet. This innovation underscores Uruguay’s commitment to sustainable travel, a priority for the modern, eco-conscious visitor.
At WTM London, the Uruguayan Ministry of Tourism will aim to shift perceptions beyond traditional sun-and-sand vacations. The delegation intends to showcase a diverse, authentic portfolio of “slow travel” experiences. Key features include the country’s rich gaucho heritage and traditional estancias, its world-class gastronomy and seven distinct wine regions, and its burgeoning “Cheese Route.” The country is also highlighting its commitment to natural and cultural preservation, specifically referencing the UNESCO-recognised Manantiales Serranos landscape, which has become a focal point for nature-based tourism.
“Returning to WTM London after almost a decade is a milestone for Uruguay and a reflection of our ambition to deepen our presence in the UK and European markets,” said Pablo Menoni, Uruguay’s Minister of Tourism, who will head the delegation. “We are committed to strengthening our relationships with tour operators, travel agents, airlines, and media partners across the region.”
Accompanied by leading destination management companies—Buemes DMC, Furlong Incoming Uruguay, and Jetmar Viajes Uruguay DMC—the ministry will host an official inauguration of its stand (N8-600) on November 3 at 12:00 pm. The event will feature a tasting of Uruguayan wines, inviting travel trade professionals to experience the country’s unique product firsthand. Through this strategic return, Uruguay is not only re-establishing its presence but also defining itself as a premier, sustainable, and culturally rich destination for the European traveller.
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