Montevideo, in addition to being the capital of the country, is the main tourist destination in Uruguay in terms of supply and demand.
Tourism has been a dynamic factor in growth and in recent years (pre-Covid 19 pandemic) it multiplied the number of visitors, income, investment, infrastructure, employment, training and the institutional framework of the tourism sector.
With almost 300 years, the destination is projected on its history, its architecture and museums, its music and flavors, its crafts, cultural manifestations and migrant integration of the past and present. It is its coast and its promenade, but also its wetlands and rural area, adorned by its parks, squares, murals and the lights of the nightlife, its plays and its carnival. It brings candombe and tango to the world as Unesco World Heritage. In this way, it is a non-seasonal destination that can be enjoyed at any time of the year.
| Inclusion within the Smart Destinations project |
Montevideo joined the Smart Tourist Destinations programme through the preparation of the Diagnostic Report and Action Plan for the transformation into a Smart Tourist Destination, carried out in June 2023. |
| Outstanding initiatives
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- Governance: Montevideo has a Departmental Tourism Plan that structures destination management from a strategic, participatory approach aligned with the Smart Tourism Destination model. This instrument coordinates the different levels of government and actors in the local tourism system, establishing lines of action aimed at competitiveness, sustainability and inter-institutional coordination. This coordination is reflected in the implementation of municipal tourism plans and in formal coordination spaces, such as the bimonthly meetings of the Intermunicipal Tourism Board and the plenary sessions of the Departmental Tourism Council, which are held at least twice a year.
- Accessibility: In this area, Montevideo has developed a collection of technical guides to support tourism, aimed at the progressive incorporation of universal accessibility criteria in different subsectors. The collection includes specific guides for restaurants, museums and cultural spaces, tourist wineries and, more recently, rural and ecotourism environments, expanding the territorial scope of accessibility and promoting inclusive experiences throughout the destination.
- Innovation: Montevideo promotes tourism innovation through Descubrí Montevideo Plus, a digital platform that enhances the visitor experience through personalised content and the use of emerging technologies, strengthening the interaction between the destination and the tourist and positioning Montevideo as an innovative urban destination.
- Sustainability: The destination implements competitive funds aimed at tourism projects that promote the improvement of the quality of the offer, the visitor experience and the incorporation of environmental, social and economic sustainability criteria, in line with a balanced and resilient tourism development model. In 2025, 13 projects were selected from those submitted, which were formulated by 18 companies in the sector.
- Technology: Montevideo has consolidated a technological infrastructure based on the integration of information systems, data and analytics applied to tourism, which allows for the monitoring of key indicators, the analysis of tourist flows and the use of urban space, supporting evidence-based decision-making and smart destination management.
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Technical data
VAT number:
No procede Address: 18 de julio 1360 Postal code: 11200 Telephone: 000000000 Region: Internacional Province:
Internacional Population:
Montevideo Country:
Uruguay Local entity type: Ayuntamiento Date of membership:
20231002 Diagnosis: Sí Diagnosis date:
30/06/2023 Destination Type:
Urbano marítimo Population:
1,381,000 Area (km²):
200.70 Density (inhab/km²):
6,880.90
Level in the Network: Nivel 4
