The Uruguayan resort of Punta del Este, the most exclusive destination in South America, has been carrying out a tourism hypersegmentation work strategy for the past year in order to attract visitors from the LGTB collective in the “luxury” category, which is increasingly reaching countries in the region, especially Argentina.
“The product Punta del Este Lgbt Luxury is a new methodology that consists of a club of products, some memberships and the local municipality, which joined to work that luxury segment, with projections to the markets of Argentina, Brazil and Chile, among others in the region,” said Oscar Iraldi, coordinator of the proposal, in statements to Télam.
The idea is to offer “unique and innovative experiences” that can be lived in Uruguay’s main seaside resort, not only focused on sun and beach tourism, but also on all the transverse products offered by the city: nautical, cruises, ecotourism, haras and wineries, among others.
“The methodology followed is a membership club where companies participate along with the support of the Maldonado City Hall and the Directorate General of Tourism, and there are decided among all the promotional actions that are being developed,” he explained.
One of those actions was the participation, the third consecutive one, in the 12th International Conference of Business and Tourism LGTB, Gnetwork360, which took place in the city of Buenos Aires, where for the first time shared the Destinations Forum that brings together the Argentine provinces that promote this segment.
For his part, Francisco Alonso Pérez, representative of the Tourism Directorate of the Maldonado City Hall, stressed that Punta del Este “is a very attractive destination for lgbt tourism”, which in 2018 brought some 100,000 tourists to the city.