Shake to Win Partners with Ministry of Tourism Uruguay to Boost Cultural Tourism and Cross-Border Growth

Shake to Win is proud to announce a strategic partnership with the Ministry of Tourism of Uruguay, marking a key milestone in connecting Uruguay’s cultural and natural heritage with China’s growing outbound tourism market. We extend our heartfelt thanks to Minister of Tourism, Eduardo Sanguinetti, as well as our regional partner Gabriela Rieiro, for their invaluable support in making this collaboration possible.

This partnership was formalized as a result of Shake to Win’s delegation visit to Uruguay and Latin America in October 2024, led by Founder & CEO Emily Cheung and Regional Director (LATAM & Mexico) Rafael Vega Valtierra. As part of the agreement, 25 key cultural and heritage sites across Uruguay will be digitally featured through Shake to Win’s SaaS platform, making them more accessible and engaging for Chinese travelers.

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"This partnership is more than just a digital initiative—it represents a major step toward sustainable tourism and deeper cultural ties between Uruguay and China. By bringing Uruguay’s heritage into China’s digital space, we are unlocking opportunities for local businesses, communities, and cultural institutions to benefit from an increasing number of high-value Chinese travelers looking for unique, authentic experiences."

?– Emily Cheung, Founder & CEO of Shake to Win

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Uruguay: A Rising Destination for Chinese Travelers

Uruguay is one of Latin America’s safest and most sustainable destinations, known for its UNESCO-listed heritage, world-class gastronomy, and breathtaking landscapes. From the historic streets of Colonia del Sacramento to the vibrant city of Montevideo and the pristine beaches of Punta del Este, Uruguay is emerging as a top destination for cultural travelers.

Uruguay’s economic and diplomatic ties with China have significantly strengthened in recent years, positioning it as a strategic trade and tourism partner in the region. In 2022, Uruguay recorded a $1.5 billion trade surplus with China, driven by exports of beef, soybeans, dairy, and cellulose. The 2023 meeting between Uruguayan President Luis Lacalle Pou and Chinese Premier Li Qiang further reinforced Uruguay’s role in China’s expansion plans in Latin America. Discussions included diversifying exports, deepening cooperation, and exploring a potential China-Mercosur free trade agreement—all of which contribute to Uruguay’s increasing visibility among Chinese consumers and travelers.

With Chinese outbound tourism projected to surpass 200 million travelers by 2030, Uruguay has a unique opportunity to position itself as a must-visit destination for high-value, experience-driven Chinese tourists.

How Shake to Win’s SaaS Platform Will Elevate Uruguay’s Presence in China

Through Shake to Win’s SaaS platform, 25 of Uruguay’s most culturally significant locations will be featured on China’s leading travel and social media platforms. This localized digital presence will help increase awareness and discoverability, ensuring Uruguay’s key cultural sites appear in Chinese travelers’ research journeys. It will enhance storytelling and engagement by providing Chinese travelers with rich cultural narratives, historical insights, and interactive experiences to inspire visits. Furthermore, it will help Uruguayan tourism operators, museums, and cultural sites gain direct exposure to Chinese audiences without relying on high-commission OTAs.

By leveraging Shake to Win’s digital tools, Uruguay’s cultural and tourism stakeholders will gain direct access to the Chinese market, ensuring that their offerings resonate with the right audience and drive sustainable tourism growth.

Strengthening Global Tourism Connections

As Uruguay deepens its ties with China, now is the time for businesses and organizations to embrace digital transformation and proactively engage with the world’s largest outbound travel market. This partnership between Shake to Win and the Ministry of Tourism of Uruguay marks a bold step toward a more globally connected and culturally inclusive tourism industry.

For businesses and cultural institutions looking to maximize this opportunity, Shake to Win is committed to providing tailored solutions and insights to help bridge the gap between Uruguay and Chinese travelers.

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About Shake to Win

Shake to Win is a global cultural platform that connects independent travelers with local, authentic experiences in underserved regions. By partnering with local SMEs, we empower communities, promote sustainable tourism, and offer travelers unique and enriching cultural journeys. Shake to Win’s platform is designed to break down barriers and allow users to explore the world through culturally relevant content, helping destinations reach untapped markets.

Are you ready to be featured as the world's natural, cultural and gastronomic wonders? Join Shake to Win today and be part of a movement that brings sustainable tourism and authentic local experiences to the forefront.

Visit www.shaketowin.net to learn more.