Argentina stood out at WTM Latin America 2025 and continues to strengthen its position in the Brazilian market

With a strong institutional and commercial presence, Argentina shone at WTM Latin America 2025, the most important international tourism fair in Brazil. From April 14 to 16, the country rolled out its promotion and marketing strategy at the Expo Center Norte in São Paulo, reinforcing its Nation Brand and the positioning of its tourism products in this key inbound tourism market.

Argentina’s official stand —spanning 306 m²— was the epicenter of a federal and multisectoral presence that brought together the country’s main public and private sector representatives.

In this context, Daniel Scioli, Secretary of Tourism, Environment and Sports, emphasized that “tourism faces the great challenge of modernizing, streamlining services, and becoming more competitive". He also stated that Argentina is well-prepared and that “what lies ahead is all about this — continuing to modernize our country in terms of services and providers.

Strategic Objectives

Over the three days of the expo, Argentina actively participated in training sessions, business rounds, and networking activities aligned with the latest global tourism trends. This environment facilitated the creation of new commercial connections, knowledge exchange, and the advancement of joint development projects among the sector’s key players. “You are the ones with the capacity to generate jobs and investment,” said Scioli to the business representatives.

Argentina’s strategy was focused on providing effective tools for commercialization, promoting the national tourism offering, and fostering the development of new business opportunities through direct engagement with the travel trade. In addition to holding a large number of meetings with representatives from CVC Corp, Decolar, Orinter, BRT Operadora, Bancorbras, Gol Linhas Aéreas, Azul, Amadeus, IAG, Smiles, Braztoa association, Cativa, BeFly, ABAV, and Festuris, further actions were taken to strengthen ties with tour operators, travel agencies, airlines, and specialized media outlets.

Córdoba to Host a Key Event for Regional Tourism

During the fair, it was confirmed that Córdoba will be the setting for an unprecedented event: the province has been selected to host the Braztoa Annual Convention 2025, one of the most important gatherings in the Brazilian tourism sector.

From September 23 to 27, more than 70 leaders from Brazil’s top travel agencies will visit Córdoba to experience firsthand everything the destination has to offer. This selection not only reflects the growing interest of the Brazilian market in the region, but also represents a key milestone toward greater international exposure. The convention will serve as an ideal platform for forging partnerships, boosting new travel routes, and establishing the province as a must-visit destination in South America.

Argentina to Host Strategic Meeting on High-Altitude Tourism

In this context, it was also announced that on August 29 and 30, San Martín de los Andes will host the 2nd Snow and Mountain Conference of the Americas, an event that is already becoming a regional benchmark for knowledge exchange and opportunities related to tourism in mountain and snow-covered areas. The conference will bring together experts and industry professionals to address key topics such as mountain safety, accessible tourism, innovative tourism products, and more.

This unique opportunity to explore the challenges and potential of mountain destinations in the Americas is organized by the San Martín de los Andes Bureau of Events and Conventions, in collaboration with the Tourism Department of Neuquén, and endorsed by National Tourism, the Argentine Chamber of Tourism (CAT), UN Tourism, and the local municipality. It is a key event to showcase the growing development of Argentina’s tourism sector at both regional and international levels.

Strong Representation from the Tourism Sector

Argentina showcased a robust and diverse delegation made up of institutional bodies, business chambers, tour operators, hotels, attractions, airlines, and provincial tourism organizations.

Led by the Secretariat of Tourism, Environment and Sports and the National Institute for Tourism Promotion (INPROTUR), the delegation also included the Argentine Chamber of Tourism and the Argentine Consulate in São Paulo. Participating destinations and provinces included: Neuquentur, Bariloche Tourism Board (Emprotur), Iguazú Tourism Board, El Calafate Tourism Secretariat, Visit Buenos Aires, Ministry of Culture, Tourism and Sports of Catamarca, Mar del Plata Tourism Board, Fueguino Tourism Institute, Mendoza Tourism Board, Ministry of Tourism and Protected Areas of Chubut, Ministry of Tourism of Misiones, INPROTUR Salta, Córdoba Tourism Agency, and the Ministry of Culture and Tourism of Jujuy.

Also in attendance were tour operators such as: Abax Travel, Amichi Viajes, AMV Travel, Argentina Vision, Audamar, Aymara Turismo, Conextur, Cynsa South America, Estuario del Plata, Gray Line Argentina, Lauke Tours & Actividades, Los Puestos - Montañismo en Catamarca, Mendoza Holidays, Moebius Argentina Incoming DMC, Operadores Mendoza Viajes, Quality Travel, Patagonia Dreams Receptive Operator, Rumbo Sur, Signature DMC, Sun Trip Brasileiros em Mendoza, Tower Travel, Turismo Cuenca del Plata, Turismo Tastil, Mi Viaje a Mendoza DMC, and Vivaterra DMC. Hotels represented included: Álvarez Argüelles Hoteles, Arakur Ushuaia, Design Suites, Grand Hotels Lux, Huinid Hoteles, Loi Suites Hoteles, Imago Hotel & Spa, Ohs Hoteles, Regente Palace Hotel, and Savoy Hotel Buenos Aires.

In addition, various attractions took part: Buenos Aires Bus, El Querandí, Estancia Vigil, Familia Tango Show, Madero Tango, Señor Tango, Sturla Viajes, Tango Porteño, and the End of the World Train (Tren del Fin del Mundo); along with airlines Aerolíneas Argentinas and Flybondi.

A Growing Market

Brazil remains a priority market for inbound tourism to Argentina, with over 270,000 Brazilian tourists arriving in the country during the first three months of 2025. According to 2024 data, these travelers had an average stay of seven nights, showing strong interest in destinations such as the Autonomous City of Buenos Aires (81.6%), Patagonia (15.7%), and the Cuyo region (12.2%). These indicators highlight the importance of maintaining consistent efforts to attract even more Brazilian tourists, encourage longer stays, and promote the discovery of new destinations throughout the country.

Following the success at WTM Latin America, Argentina will continue its promotional activities in the Brazilian market, including trade training, digital marketing campaigns, and participation in upcoming fairs and trade missions. The goal is clear: to keep positioning the country as Latin America’s top travel destination.