The summer tourist season has officially begun in Jujuy, Argentina, marked by the arrival of the first visitors at Dr. Horacio Guzmán International Airport. The event signals the province’s intention to strengthen its reputation as a key destination in northern Argentina.
Federico Posadas, Minister of Tourism, led the opening ceremony and expressed optimism for the upcoming months. The province plans to offer more than 300 cultural, tourism, and recreational activities throughout its regions. Expectations for occupancy are high across all four areas of Jujuy.
A central goal is to challenge perceptions about the local climate during summer. Posadas stated: “We want to consolidate Jujuy as a great tourist center also in summer.” To support this aim, targeted campaigns have highlighted how each region experiences summer differently, focusing on unique landscapes and varied climates.
Authorities also hope to address tourism seasonality by positioning Jujuy as a year-round destination. This involves diversifying offerings according to different times of year and developing an integrated strategy that attracts tourists beyond peak seasons.
Recent figures show significant growth in tourism. In 2025, approximately 1.5 million tourists visited Jujuy, resulting in an estimated annual economic impact of $360 million and daily spending exceeding $1 million. The average stay increased from 1.8 nights to over three nights per visitor, indicating that more travelers are choosing to spend extended time in the province rather than treating it as a brief stopover.
During the ceremony, Posadas encouraged residents to explore their own province: “We have unique landscapes in the world. If we are in Jujuy, the best thing we can do is get to know and enjoy our own province first.” He emphasized that internal tourism is both a strength and a responsibility for locals.
With these initiatives and positive trends, officials expect the 2026 summer season not only to attract visitors but also foster local engagement with provincial attractions.
