Odissey Magazine interviews Ambassador Marcello Giusto and the authorities of the National Tourism Institute of Argentina InproTur.
The meeting takes place at a key moment for the country’s international positioning, as Argentina seeks to consolidate its image as a diversified, innovative, and authentic destination, capable of attracting travelers from all over the world thanks to its cultural, natural, and human richness.
How does the vision that Argentina conveys to the world as a tourism destination translate into travel experiences capable of inspiring emotion and distinguishing the country from others?
Ambassador Giusto
First of all, thank you for this opportunity to present Argentina, because for us it is always an important occasion to tell and showcase our country. Argentina is not only a geographical experience: it is a human experience. This is a fundamental value, because we have a very welcoming population, for whom tourism is almost like welcoming a friend.
I believe that Argentina is first and foremost a great destination thanks to its diversity. Diversity of climate, geography, and culture. We have received significant migration flows that have shaped a unique country; we have indigenous populations; and this entire melting pot of ethnicities and cultures has produced a singular nation, with enormous richness to share and a wide range of possibilities across many fields.
We are not speaking only about beautiful architecture, but also about sport, lifestyle, music, and Argentine identity. There is a whole set of elements that make the country unforgettable. As the song says, it is useless to try to forget it. It is a unique experience.
I would like to emphasise once again the diversity of landscapes, people, and cultures. It is a very large country, with an extension that allows for different climatic and environmental conditions. And then there is this very strong bond with Italy: ten times the size of Italian territory, yet with a deep cultural connection thanks to shared roots. Many Italians today feel the desire to get to know Argentina precisely to rediscover these roots, and cooperation with the Italian Ministry of Tourism strengthens this synergy, which also takes concrete form through joint initiatives such as this stand.
Today, Argentina is more accessible thanks to the many initiatives of InproTur. How have you built the country’s new image, and what innovations have you applied?
InproTur Representative
As mentioned, Argentina is launching a new campaign aimed at showing the world a different Argentina. Argentina is positioned as a destination of excellence.
The focus is on gastronomy, internationally recognised; safety; specific benefits for tourists such as tax-free incentives; and a range of elements that make the country competitive not as an “economic” destination, as it may have been perceived in the past, but as a high-level destination, capable of welcoming a demanding international traveler.
Distributed tourism is changing the way people travel: travellers are seeking new, authentic, and less crowded destinations. How does Argentina enhance these internal destinations while at the same time managing flows toward iconic places such as Patagonia and Iguazú?
InproTur Representative
Let us start from the basics: Argentina has six different climates. This makes it possible to work on tourism 365 days a year.
Many provinces devote great attention to small towns and locations with limited accommodation capacity, lesser known but with enormous potential. This approach allows visitors to discover gastronomy, culture, and art by following the seasons and geographies: from the North and the East in winter, to the Central regions in summer, and so on.
A great deal of work is done on attention to detail. For example, in the North, some towns are welcoming an increasing number of Italians interested in local traditions, such as textile craftsmanship using llama wool. Many small villages invite visitors to learn how the animal is cared for, how the wool is processed, and how it is transformed into fabric, creating a truly immersive cultural experience.
There are also sporting and nature-based experiences: Ushuaia, encounters with sea lions and seals; excursions in the Valdés Peninsula; Punta Tombo. These are absolute capitals of global marine wildlife, little-known yet extraordinary territories.
I would like to conclude with an invitation to the potential international traveler. Argentina is not only extraordinary landscapes, but also culture, music, hospitality, and an atmosphere that stays in the heart. What is the most authentic message you wish to convey?
Ambassador Giusto
I believe it is very important to be open to new experiences, sensations, and emotions. One must come to Argentina to truly see them and feel them.
Today it is easier to do so because we have very strong connectivity: ITA, Aerolíneas Argentinas, and other airlines offer connections from Madrid, Paris, and Frankfurt to Buenos Aires.
Argentina today has a unique opportunity: a stable economic and financial situation, and laws that promote investment are favourable. It is a very interesting moment to explore the country, as well as an investment opportunity.
It is an invitation to take the first step toward Argentina.
Contemporary Argentina presents itself as a human experience before a geographical one, where travel is born from encounters with people and from a culture of deep and authentic hospitality.
Cultural and social diversity emerges as a true defining trait of the country, capable of generating memorable experiences. The country features a unique climatic and environmental variety, with six different climates that allow for a tourism offering spread throughout the year. The historical and cultural bond with Italy strengthens the desire for discovery and creates a strong emotional connection. Gastronomy, safety, and the quality of the offering appeal to the most demanding international traveler.
The country responds naturally to new global trends, focusing on sustainability and authenticity.
The model of distributed tourism enhances lesser-known territories. Nature takes centre stage, with unique ecosystems and places of extraordinary beauty.
The final invitation is clear: to experience the country with openness, taking the first step toward an experience that leaves a lasting mark.
