Salta: Where every journey becomes one-of-a-kind experience
The Argentine province of Salta presented itself at WTM London 2025 to strengthen its presence in the European market.
London, 6th November 2025. Salta, one of the most emblematic provinces of northern Argentina, took part in World Travel Market (WTM) London 2025, a strategic opportunity to deepen its reach in Europe, where interest is growing in authentic, diverse and culturally rooted experiences.
The official delegation included Lic. Laura Alcorta, head of Promotion at the Ministry of Tourism of Salta Province, and Martín Yaguado, representative of Tren a las Nubes (Train to the Clouds).
European travellers increasingly favour trips that combine distinctive natural landscapes with local cultural and gastronomic experiences. In this context, Salta stands out for its blend of nature, history and tradition, with a wide variety of settings: mountains, valleys, gorges, rainforest and Puna highlands. Its historic towns, colonial architecture, cuisine and popular festivities reflect the living essence of the Argentine Andean north and offer genuine contact with local communities.
In recent years, Europe has consolidated its position as one of Argentina’s main source markets. In 2024, around 20% of visitors arriving in Salta were international, with steady growth from Europe. Germany, France, Spain, Italy and the United Kingdom account for the largest share of European arrivals to the region.
“The British tourist, in particular, is characterised by higher spend, longer stays and a strong preference for authentic, niche and personalised experiences. Although 76% of British tourists choose European destinations for their holidays, Argentina ranks second in South America with 18%, which shows significant growth potential. In 2024, around 8,000 UK visitors travelled to Salta,” said Lic. Manuela Arancibia, Salta’s Minister of Tourism and Sports.
Salta city, the provincial capital, is one of Argentina’s best-preserved colonial cities, combining churches and neo-colonial mansions with a vibrant cultural scene. Among its museums, the Museum of High Mountain Archaeology (MAAM) stands out, home to the celebrated Children of Llullaillaco, a testament to the depth of Andean history and the Inca legacy in the region.
Around the capital, visitors can explore trails through mountain landscapes and Yungas cloud forest, while the Calchaquí Valleys offer a unique combination of scenery, historic towns and culture. Here, the world’s highest wine route links wineries located at over 3,000 metres above sea level, producing Salta’s renowned high-altitude wines, especially the emblematic Torrontés variety.
Local gastronomy is one of the destination’s great attractions. Typical dishes, salteña empanadas, tamales, humitas and grilled meats, together with regional sweets and native spices, reflect a cuisine with a strong identity. Paired with high-altitude wines and warm, hospitable service, Salta’s culinary offering conveys the essence of northern Argentina.
Nature and birdwatching tourism hold a prominent place in Salta’s portfolio. With 670+ bird species recorded, many endemic, Salta is one of the most recognised birding and wildlife-photography destinations in the Americas. These sustainable, specialist activities are particularly appealing to European travellers who value niche products and direct contact with nature in well-preserved environments.
Among the province’s must-see attractions, the Tren a las Nubes (Train to the Clouds) is one of the world’s highest railway journeys. It climbs above 4,200 metres to reveal majestic Andean landscapes, culminating at the La Polvorilla Viaduct, an impressive feat of engineering and architecture that has become an icon of Argentina’s north. Adventure activities, trekking, rafting, 4×4 crossings, mountain biking and horse-riding, round out a diverse, high-quality offer.
“Salta is consolidating its status as a leading destination for international tourism thanks to the authenticity of its experiences, the diversity of its landscapes and the hospitality of its people. Being present at WTM London enables us to keep positioning the province at the heart of the European market and to open new opportunities for inbound tourism,” concluded Minister Arancibia.
More information: www.visitsalta.ar