Winter Holidays: Promotions, Installments, and Snow Are Not Enough to Fill Destinations

Winter holidays present an uneven balance for Argentine tourism. Although the return of snow revitalized the main ski centers and improved occupancy levels, no destination in the country has yet reached 100% capacity. Consumption appears more cautious, reservations are made closer to the date, and promotions are crucial to sustain activity.

The outlook reflects a "two-speed" season. While Bariloche, Ushuaia, Mendoza, and San Martín de los Andes concentrate a large part of the demand, other traditional destinations recorded moderate and even low occupancy levels.

According to a survey by Promociones Aéreas, Bariloche has fluctuated between 70% and 85% occupancy so far, depending on the time of the season. Some towns in Córdoba exceeded 80%, while Mar del Plata generally remained below 50%.

"Demand is more selective and concentrated, but not necessarily absent. There is interest and searches, although the conversion into reservations is slower, conditioned by price, financing, and promotions," explained Matías Mute, co-founder of Promociones Aéreas.

The specialist recalled that in May, the demand for national packages to travel in July had increased by 36.9% year-on-year, although this growth did not translate uniformly into effective occupancy.

"There are still no signs of a record season comparable to the best winters, although snow destinations are pushing the national average upwards," he added.

The World Cup did not stop the holidays, but it did change travelers' behavior. Many families chose to wait for the performance of the Argentine National Team before confirming their trips, avoided traveling during decisive matches, or directly postponed their departure until after the final on July 19.

This resulted in a strong increase in last-minute reservations, shorter stays, and a greater concentration of tourists during the second half of the month.

With consumers much more attentive to their budgets, the tourism sector competed vigorously in the months leading up to the break. From Promociones Aéreas, discounts of up to 50%, promotions of four nights for the price of three, 2-for-1 benefits on activities, and interest-free installments were detected. Even some hotels decided to keep their rates below inflation to stimulate demand.

"The offer is wide, but demand is very sensitive to price and the quality-benefit ratio," Mute noted. He explained that today passengers compare more alternatives, expect promotions, and prioritize packages that include flights, accommodation, and financing. Additionally, reservations in accommodations with kitchens have increased, and the average duration of stays has decreased.

If there is one factor that has sustained the season, it is the return of the snow. Ski centers have once again become the main attraction of winter and concentrate a good part of the tourist movement.

"It is expected that the season will extend with tourist movement during August and September, both with national and foreign tourists coming to enjoy the Patagonian landscapes and winter sports," Mute affirmed.

In this regard, he detailed that Cerro Catedral plans to operate until the end of September, weather permitting, while Cerro Castor projects activity until early October, consolidating Ushuaia as the destination with the longest snow season in the country.

From Despegar, they assured that interest in traveling continues to grow. The company recorded a 15% increase in demand for national destinations and a 32% increase for international ones compared to last year's winter holidays.

"Although this year much of the travelers' attention was focused on the World Cup, winter holidays continue to be one of the most important moments in the tourism calendar," the company stated.

Bariloche once again topped the ranking of the most chosen national destinations, followed by Puerto Iguazú, Mendoza, and Salta. Meanwhile, searches for Neuquén grew by 30% and those for Ushuaia by 21%, reflecting interest in snow-related destinations.

On the international front, Rio de Janeiro led preferences, followed by Santiago de Chile, Miami, São Paulo, and New York. Additionally, Aruba showed growth close to 200% thanks to better air connectivity, while Tokyo became the big surprise of the season, with an increase of over 600% in searches.

Tourist packages continue to be one of the most demanded products, as they allow savings of up to 30% compared to booking flights and accommodation separately.

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