Tourism demand in Jujuy is rising as the province prepares for Carnaval, with hotel occupancy rates already exceeding 80% across the region. In the Quebrada de Humahuaca, particularly in Uquía and Purmamarca, occupancy is approaching full capacity.
Federico Posadas, Minister of Culture and Tourism, stated that Carnaval remains “the strongest point of the season” and a main driver for tourism in Jujuy. He said, “Our carnival is a natural attractor. We have very high reservation levels and significant demand in the Quebrada.”
To address increased visitor numbers, authorities have opened family homes to expand lodging options. Posadas noted that many tourists are choosing to extend their stays beyond the central days of Carnaval, helping sustain tourism activity throughout February.
He also emphasized that all four regions of Jujuy play a role in cultural and tourist events. “The Quebrada is the heart of Carnaval, but the Yungas has a strong scene with the corsos of Perico, San Pedro, Libertador and Calilegua, which add color and options for visitors,” he said. Large-scale events are also planned in San Salvador de Jujuy.
Posadas highlighted logistical challenges as a key focus: “We know that many people will come. Our priority is that visitors have a good experience and everything works correctly.” He explained that ensuring services, logistics, and information function well is now more important than attracting additional tourists.
Despite economic difficulties nationally and less competitive exchange rates, Posadas said Jujuy managed to maintain solid occupancy levels in January. He stressed protecting 28,000 tourism-related jobs as essential for the province.
Air connectivity was identified as a strategic priority. The provincial government aims to increase flight options—especially with Córdoba—and expects a new airline may begin service within two or three months. Posadas stated: “Today we have few flights and no competition, which makes tickets expensive. Improving connectivity is a priority for Governor Carlos Sadir.”
Regarding accommodation prices, Posadas acknowledged price adjustments during the year and reduced profitability for operators; however, prices rise during Carnaval due to higher demand. He added: “Outside this period, Jujuy maintains good value-for-money and options for all budgets.”
A new hotel opening this year in San Salvador de Jujuy will further strengthen urban tourism offerings alongside growing cultural events, gastronomy venues and museums.
