Argentina. Freedom lives here.

Under the slogan “Freedom Lives Here / Argentina, Freedom Lives Here,” Visit Argentina invites travelers from around the world to discover a unique, vibrant, and profoundly free country.

In a global context where the values of freedom, diversity, and authenticity take on new meaning, Argentina presents itself as an open, emotional, and transformative destination. With this campaign, Visit Argentina aims to strengthen its presence as a tourism brand worldwide, showcasing a country endless in landscapes, rich in diverse cultures, and renowned for a warm human spirit that leaves a lasting impression.

Central Idea: An Open, Vibrant, and Infinite Country

The Visit Argentina campaign seeks to refresh and strengthen the country’s image on the global stage. Under the slogan “Freedom Lives Here,” Argentina aims to go beyond being just a tourist destination to become a symbol of freedom and cultural diversity.

The campaign’s message invites travelers to explore vast landscapes — awe-inspiring glaciers, majestic mountains, lush jungles, serene lakes, infinite seas, and pampas that evoke horizons and calm — to connect with a diverse and welcoming society, where cultural roots and open, authentic lifestyles coexist, and to experience genuine emotions through gastronomy, music, sports, and cultural expressions that captivate and endure in memory.

Global Strategy and Target Markets

With this new message, Visit Argentina will implement targeted campaigns and promotional actions in key markets, adapting the narrative to the motivations and sensitivities of each audience. This strategy will reach international travelers more effectively, conveying the essence of the Visit Argentina brand through inspiring stories, powerful images, and experiences that invite discovery.

The official presentation of this new initiative took place during the Latin America International Tourism Fair (FIT 2025), held from September 27 to 30 at the Sociedad Rural Argentina venue in Buenos Aires.