Currently, Argentina faces significant challenges regarding its competitive position in the global tourism sector. The recent devaluation of the peso has intensified barriers to attracting international visitors, while also highlighting the crucial importance of each destination’s unique value proposition within the country. The first quarter of 2025 reflected a 25% decline in the influx of international tourists compared to the same period last year. Europe remains the leading source region, accounting for 20% of total visitors, followed by Brazil with 16%.

Not every city is a tourist destination, but those that safeguard their environmental heritage and promote community well-being have the potential to turn their history and culture into meaningful experiences for both residents and visitors. Historic city centres are a living expression of this process, embodying the identity and evolution of a place over time.