Sustainability is no longer a niche choice, it’s a strategic imperative woven into the fabric of business, policy, and consumer expectations. Investors are demanding transparency, regulators are setting stricter disclosure requirements, and customers are increasingly choosing brands that align with their values. The conversation has shifted from “why” sustainability matters to “how” it is embedded across operations, governance, and long-term strategy. At the same time, technological innovation, regulatory convergence, and growing climate risks are accelerating the urgency for action.

The tourism sector, recognized as one of the most dynamic industries, is highly vulnerable to economic, political, and social shifts. The tourism sector faces an ongoing challenge – the fragility of destinations during periods of crisis. Destinations that adopt a strategic and diversified approach achieve greater resilience and maintain their competitiveness even in adverse scenarios. The key lies in building a “mix” that integrates various attractions and capabilities, reducing dependence on variables such as price, specific events, passing trends, or niche markets.

Experience tourism has shifted from being solely about leisure to becoming a deeper, more purposeful journey. What once revolved around sightseeing and ticking off landmarks has evolved into immersive encounters with local culture, authentic activities, and meaningful connections. Today’s travelers aren’t just visiting—they’re seeking to live the destination. This evolution reflects the growing demand for personalized and authentic experiences that stray from mass tourism products. Tourists are looking for interaction with local communities, learning traditional skills, participating in local festivities, and understanding the cultural and historical context of the area.

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%.