Asunción, Agencia IP.- The 34th Meeting of MERCOSUR Tourism Ministers, held last Thursday in Asunción under the pro tempore presidency of Paraguay’s Minister of Tourism, Jacinto Santa María, approved advancing a joint regional agenda aimed at positioning South America as a competitive and integrated global destination.

During the meeting, authorities from Paraguay, Argentina, Brazil, Uruguay, Chile, and Bolivia agreed that joint initiatives present an opportunity to enhance the region’s strengths and consolidate MERCOSUR as a more attractive international tourism bloc. In this context, they highlighted the value of integrated tourism circuits, cultural diversity, security, and regional stability as differentiating elements of South America’s tourism offerings.

At the opening of the meeting, Minister Jacinto Santa María emphasized the importance of strengthening a common agenda that will consolidate tourism as an engine of development in the region. He also reaffirmed Paraguay’s commitment to regional cooperation and integration as tools for enhancing shared capabilities and improving the bloc’s global standing.

One of the central themes addressed was joint tourism promotion through the regional brand Visit South America, with an emphasis on transitioning to an integrated-experiences model. The delegations agreed on the need to strengthen the bloc’s presence at international trade fairs, on digital platforms, and in global positioning campaigns targeting strategic markets.

Regional initiatives under development were also highlighted, such as the Jesuit Route in South America, the Southern Natural Route, and the upcoming Regional Guide to Gastronomic Tourism, spearheaded by Argentina. These are considered key tools for promoting the cultural, natural, and culinary heritage of member countries.

During the exchange of remarks, the Argentine delegation emphasized the importance of consolidating a vision of regional cooperation based on complementarity rather than competition, with a focus on connectivity, tourism facilitation, and infrastructure. They also highlighted the potential of student, religious, and sports tourism, as well as the incorporation of artificial intelligence and technological innovation tools in the sector.

Uruguay presented progress in regenerative tourism and in its collaboration with the private sector, while Brazil reiterated its interest in promoting the MERCOSUR Football Tourism Route in the context of the 2027 FIFA Women’s World Cup. Bolivia, for its part, emphasized the importance of integrating nature, culture, gastronomy, and music into regional promotion, and Chile stressed the need to move toward common metrics and shared tourism intelligence.

The meeting also included the participation of the Secretary-General of UN Tourism, Shaikha Al Nowais, and Executive Director Natalia Bayona, who endorsed the bloc’s initiatives and praised the regional work aimed at more innovative, sustainable, and inclusive tourism.

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