The ministry's growing attention on the UK market comes after it reported nearly 18,000 UK travellers to Uruguay in 2025 – more than 15% growth YOY and accounting roughly for 10% of its total international visitations.

Travellers’ rising interest in the destination has been attributed to people visiting while on wider South American itineraries – particularly those travelling via ferry from Buenos Aires. 

At its WTM stand (N8-600), Uruguay will share how visitor numbers are expected to be bolstered further due to upcoming strengthened connectivity, including a new British Airways flight launching from Heathrow to Buenos Aires in March 2027, and new electric ferries between the Argentine capital and Colonia del Sacramento (Uruguay).

Uruguay will also be unveiling its new international tourism platform ‘Uruguay Secrets’, helping reintroduce the destination to industry partners and showcase the country's variety of offerings – from gastronomy and wineries to UNESCO-listed sites and expansive natural beaches. 

With a focus on slow, meaningful travel, Uruguay will be putting a spotlight on its growing rural tourism experiences in particular – including authentic estancia stays. Foodies will also be interested to hear about its new Cheese Route around 40-minutes away from Colonia del Sacramento, with stops at family-run dairy farms and artisanal creameries. 

Travel agents who visit Uruguay’s WTM stand during its inauguration on 3 November at 12pm can expect to hear more about its key updates and get a tasting of local wines and Uruguayan food. 

“Returning to WTM London after ten years is an important opportunity to reconnect Uruguay with the UK and European travel trade under our new platform ‘Uruguay Surprises’”, said Pablo Menoni, Uruguay’s minister of tourism.

“Our presence in London is about more than promoting a destination: we want to strengthen cultural exchange, improve air connectivity and identify new investment opportunities that can contribute to the sustainable development of tourism in Uruguay. 

He added: “We invite travel agents and tour operators to discover a destination that offers diverse experiences, strong cultural identity and new opportunities for partnership.