The return to one of the world’s leading travel trade events reflects Uruguay’s growing focus on UK and Europe, a market that continues to gain importance for the destination. According to official entry records, Uruguay welcomed 17,805 visitors from the UK in 2025 (+15.5% compared to 2024) – and received 10,128 UK visitors in the first six months of 2026.
British travellers are increasingly discovering Uruguay as part of wider South American itineraries. The Port of Colonia, which connects Uruguay with Buenos Aires by ferry, remains the principal entry point for the market, welcoming more than half of all British Isles visitors in 2025 (9,190 arrivals). Meanwhile, Carrasco International Airport, in Montevideo, Uruguay’s capital city, has consolidated its position as the country’s second most important gateway, receiving 5,970 arrivals from the British Isles in 2025 and recording sustained growth over recent years.
In Europe, Uruguay welcomed 178,267 visitors in 2025, with Spain, Italy, Germany, France and Great Britain among its leading source markets. European visitors generated USD 150.1 million in tourism expenditure, with an average stay of 9.3 nights.
Growing connectivity makes Uruguay more accessible than ever
Uruguay is taking significant steps to strengthen its international connectivity, making it increasingly accessible to European travellers, particularly those combining the destination with wider South American itineraries.
A key development is the new direct British Airways flight connection from London Heathrow to Buenos Aires (Argentina), scheduled to launch in March 2027, which will provide an additional opportunity for international travellers to reach the region and continue their journey to Uruguay through its extensive ferry network.
River connections between Buenos Aires and Uruguay are also expanding. Buquebus is introducing the China Zorrilla, the world’s largest fully electric ferry, with capacity for 2,100 passengers and 225 vehicles. The new vessel will connect Buenos Aires (Argentina) with Colonia del Sacramento (Uruguay), operating with battery-powered propulsion and using renewable energy for recharging in Uruguay, reinforcing the country’s commitment to more sustainable travel.
Meanwhile, Colonia Express offers up to five daily departures in each direction between Buenos Aires and Colonia del Sacramento, with coordinated onward transport connections to Montevideo, Punta del Este and the beaches of Rocha.
These developments complement Uruguay’s efforts to expand international air connectivity. Earlier this year, the Ministry of Tourism introduced a new airline incentive programme designed to increase international arrivals, strengthen existing services and encourage the launch of new routes, including specific incentives for connections from the UK and key European markets.
Authentic experiences, natural landscapes and UNESCO heritage
At WTM London, Uruguay will showcase a diverse tourism offering that combines authentic culture, world-class gastronomy, award-winning wines, welcoming, human-scale cities and expansive, uncrowded beaches surrounded by natural landscapes.
Beyond its well-known destinations, Uruguay is increasingly positioning itself as an attractive choice for travellers seeking meaningful experiences, cultural discovery and a slower pace of travel.
Rural tourism is a key part of this offering, with traditional estancias and family-run rural properties providing opportunities to experience the country’s gaucho heritage, horseback riding, local gastronomy and everyday rural life. Visitors can also explore historic villages, scenic countryside, protected natural areas and wildlife-watching experiences.
Uruguay’s heritage and natural attractions are further enhanced by its UNESCO-recognised sites and landscapes, including Manantiales Serranos, which received UNESCO recognition in 2026 for its environmental and cultural significance. These destinations offer new opportunities for the development of heritage, nature and sustainable tourism itineraries.
The country’s growing tourism portfolio also includes the recently launched Cheese Route, experiences across its seven wine regions, olive oil tourism and a strengthening MICE offering, alongside opportunities in wellness, nature, LGBT+ travel and destination weddings.
Uruguay at WTM London
Uruguay will officially inaugurate its stand (N8-600) on Tuesday, 3 November, at 12:00 pm, with a welcome reception featuring a tasting of Uruguayan wines, offering travel trade professionals and media representatives an opportunity to discover one of the country’s most distinctive gastronomic products.
“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. Europe is an increasingly important source of visitors to Uruguay, and we are committed to strengthening our relationships with tour operators, travel agents, airlines and media partners across the region,” says Pablo Menoni, Uruguay’s Minister of Tourism, who will lead the country’s delegation at WTM London.
Joining the Ministry of Tourism at WTM London will be three of Uruguay’s leading destination management companies: Buemes DMC, Furlong Incoming Uruguay and Jetmar Viajes Uruguay DMC.
Together, they will showcase the destination’s diverse tourism offering, providing travel trade professionals with first-hand access to local expertise, bespoke itineraries, leisure and MICE services, and authentic experiences across the country. Their participation reflects the strong collaboration between the public and private sectors in driving Uruguay’s international tourism development and strengthening relationships with partners across the UK and Europe.
visit https://uruguaynatural.com/en/
Tags: Uruguay’s Ministry of Tourism World Travel Market (WTM) London
