Key Points
- Uruguay expects 1.3–1.4 million visitors between December and February, near a record summer.
- A more favorable price gap versus Argentina and Brazil is the main tailwind, reinforced by promotion and incentives.
- Arrivals can rise while spending lags, so the real test is dollars per tourist.
Uruguay is heading into peak season with a simple edge: it feels cheaper than it did when neighbors were bargains. Tourism Minister Pablo Menoni says the country is targeting about 1.3 to 1.4 million visitors over December to February.
The CERES think tank projects roughly 1.424 million foreign tourists in the same period, around 5% more than last summer, which would rank among the strongest seasons in recent history.
Behind the projection sits an economic reality. Uruguay treats tourism as a services export. Visitors bring foreign currency straight into hotels, restaurants, and retailers. That seasonal inflow matters quickly in a small economy.
The scale is already visible in 2025. From January through November, Uruguay recorded about 3.21 million entries. Argentines led with roughly 2.16 million, Brazilians with about 432,000, and Europeans were also a noticeable segment.
Reported spending in those 11 months totaled about $1.78 billion, averaging roughly $556 per visitor. Why the confidence now? In the River Plate, travel decisions are highly price-sensitive.
When Argentina is the clear bargain, Uruguay must fight harder. When the gap narrows, Uruguay can compete on predictability and quality. Officials say today’s relative pricing is more favorable, and they have promoted heavily in Argentina and Brazil.
Uruguay is also reducing friction. A summer security operation deploys more than 600 police in key tourist departments.
A new toll option for foreign-plated vehicles is meant to speed road trips. Tax benefits for non-residents, including VAT-related relief in lodging and certain purchases, aim to soften the final bill.
The quiet risk is that visitors trade down. Bigger crowds do not always mean bigger receipts if stays shorten or daily spending slips. That is why the season matters abroad: it is a live read on regional purchasing power and cross-border travel.