Argentina winter tourism slump strains San Juan resorts and Buenos Aires hotels

Tourist demand during Argentina's winter school break showed a sharp contrast between regions. In San Juan Province, the Valle Fértil department recorded strong occupancy, reaching 85%‑90% over the two weekends of the holiday, and officials credited recent promotion campaigns, digital outreach and the Tarjeta Promover Valle Fértil program for the surge. Meanwhile, hotels in the Buenos Aires province faced historically low occupancy, with Mar del Plata hotels at about 25% and many establishments operating at 35%‑45% capacity. Industry leaders blamed the “pocket crisis” – families lacking disposable income – for the slump, noting closures of roughly 40 hotels and the loss of over 400 jobs. Operators in Pinamar and Villa Gesell reported near‑empty rooms and turned to aggressive discount promotions to cover fixed costs. The divergent outcomes highlight how Argentina’s broader economic strain is reshaping its winter tourism market.