Uruguay’s Ministry of Tourism has unveiled “Uruguay Sorprende” (“Uruguay Surprises”), its new international tourism promotion campaign. Broadcast across the digital platforms and social media channels of the Uruguay Natural brand, the initiative aims to reposition the country’s image among regional and international audiences by highlighting the diversity of its landscapes, quality of life, and a tourism offering that combines nature, heritage, gastronomy, and well-being.
A concept born from travelers’ experiences
This new positioning stems from a simple yet revealing observation: many visitors describe Uruguay as a country that surprises. This notion appears repeatedly in social media comments, travel platforms, and satisfaction surveys, where tourists often cite tranquility, order, and authenticity as the country’s distinctive traits.
From these perceptions emerged a narrative that moves away from traditional advertising to better reflect the genuine experiences lived by travelers on the ground.
Filming across the entire territory
The shoot took place over five days and covered more than two thousand kilometers of roads, from Montevideo to Artigas, involving a team of around twenty people.
The result offers a renewed perspective on emblematic destinations such as Cabo Polonio and lesser-known sites like the Cascada del Indio in the department of Rivera.
The film stands out for its naturalistic approach: no artificial sets or staged lighting, and non-professional protagonists —residents and visitors— whose spontaneity and emotion pay tribute to the spirit of the country.
Our article: Montevideo: A Cultural Journey to the Heart of Uruguay
Sustained tourism growth
Official data confirms a phase of steady growth in Uruguay’s tourism sector. Between January and March 2025, the country welcomed 1.36 million international visitors, an increase of nearly 20% compared to the same period in 2024.
Tourism spending exceeded USD 891 million, driven by longer stays and a diversification of tourism products.
Meanwhile, the government continues to maintain the fiscal measures that have supported the sector’s recovery:
- VAT exemption on tourist accommodations throughout the year,
- Partial VAT refund on dining, car rentals, events, and vacation rentals,
- And a tax-free system in affiliated retail stores.
These incentives, extended until April 2026, further enhance the country’s appeal to regional and mid-distance travelers.
A strategy based on trust and consistency
“Uruguay Sorprende” marks a new chapter in the country’s tourism promotion. Rather than reinventing itself each season, the strategy seeks to strengthen a clear identity built on trust, quality, and coherence.
This narrative relies on tangible elements: a stable tourism system, policies that foster competitiveness, and a natural hospitality that needs no slogans.
At a time when many destinations rely on short-lived campaigns, Uruguay chooses sincerity — showing itself as it truly is, a choice that becomes its strongest argument in front of markets seeking authentic and reliable experiences in South America.
Photos: Uruguay Ministry of Tourism
