Travel agents and operators from leading tourism companies in Argentina are visiting Jujuy to explore the province’s high-end tourism offerings. The goal is for these professionals to gain firsthand knowledge of experiences they can later offer to their clients.
The Ministry of Culture and Tourism has signed an agreement with Destino Argentina, a chamber that represents over 160 top companies in the sector, aimed at promoting Jujuy internationally and positioning it among the most popular destinations for foreign visitors.
The agreement was formalized in Yacoraite during a lunch at a wine bar located 2,777 meters above sea level. Melina Ainstein, director of the Provincial Tourism Promotion Agency, and Daniel Manzella, president of Destino Argentina, signed the agreement in front of operators participating in a familiarization trip (FAM), which allows industry professionals to get to know destinations so they can recommend them in their markets.
“Joining the Destino Argentina network allows us to work with professionals who understand how international tourism promotion works. We have an extraordinary destination, and we need these tools to showcase it effectively,” said Ainstein.
Ainstein also highlighted the importance of the Regional Dialogue Table held that day at Hotel Huacalera: “It was key to laying the foundations for this joint work. We brought together leaders from the public sector, private sector, and Destino Argentina to reflect on how to position Jujuy in the international market, identify opportunities, and strengthen networking among all actors.”
After lunch in Yacoraite, participants moved to Hotel Huacalera for a llama caravan led by Santos Manfredi. In the afternoon, they took part in a dialogue session under the theme “Jujuy, a destination with global soul,” concluding with a dinner event. The following day included visits to El Hotel Manantial del Silencio in Purmamarca, lunch at Pristine Camps in Salinas Grandes, and an afternoon snack at Flor del Pago restaurant in Lozano.
Each operator involved works with international agencies and high-income clients seeking exclusive experiences. By experiencing Jujuy firsthand, they are able to create tailored packages and recommend new itineraries previously unknown to them.
The agreement also includes organizing familiarization trips for international journalists (Fam Press), hosting influencers, and developing a marketing plan aimed at building Jujuy’s brand abroad. The partnership will remain active until December 2027 as part of Jujuy’s strategy to compete more effectively on the international tourism stage using professional tools.
