Jujuy has emerged as the leading province for hotel occupancy in Argentina’s northwest region during January, according to data from the Argentine Chamber of Tourism (CAT). The province achieved an average hotel occupancy rate of 58.37%, outpacing other destinations in a challenging national tourism climate.
A key factor in this performance was the increase in spontaneous tourism, with many travelers deciding on their trips and making reservations at short notice. This trend is attributed to Jujuy’s immediate offerings and variety of activities.
The Quebrada region saw the highest activity, reaching an occupancy rate of 68.94%. Throughout January, Jujuy welcomed 133,328 tourists who accounted for 374,986 overnight stays. The economic impact from this influx generated approximately $43.3 billion pesos, benefiting local commerce and service providers.
Federico Posadas, Minister of Culture and Tourism for Jujuy, stated: “We closed a satisfactory January where Jujuy demonstrated its strength. We noticed this strong change in traveler behavior towards more spontaneous tourism, attracted by our culture and landscapes. In addition, the high-end sector operated at full capacity, which speaks to the quality of our services.”
National media outlets and industry organizations have noted that Jujuy has succeeded in reducing seasonality by turning summer into a period of high demand. CAT emphasized that this leadership position is the result of ongoing efforts to make the province a reference point—accessible and high-quality—compared to other destinations across Argentina.
Looking ahead, provincial authorities expect February will see full hotel occupancy driven by the upcoming Carnival of Jujuy event, which is anticipated to further strengthen Jujuy’s status as a top summer destination for 2026.
