In a major milestone for Ushuaia’s tourism industry and our company, Latitud Ushuaia has been featured in an article by the prestigious New York Times.. This mention not only highlights our position as leaders in the region’s tourism sector but also underscores the growing global interest in the “end of the world” as a world-class travel destination.
The New York Times Article
On April 15, 2025, The New York Times published an in-depth feature titled “How Long Will the ‘End of the World’ Stay Intact?” This international recognition explores the tourism boom in Ushuaia and its implications for the city and the environment. The article, written by Lautaro Grinspan with photography by Victor Moriyama, provides a detailed look at how the growth of tourism is transforming the southernmost city in Argentina.
The Tourism Boom in Numbers
The New York Times article offers striking data that illustrates the exponential growth of tourism in our region:
- A decade ago, approximately 35,500 passengers departed from Ushuaia toward Antarctica.
- Last year, that number soared to 111,500 passengers.
- This year, projections indicate a 10% increase, surpassing 122,000 visitors.
These figures not only reflect Ushuaia’s success as a gateway to Antarctica but also the crucial role that companies like Latitud Ushuaia play in facilitating these unique experiences.
Latitud Ushuaia: At the Heart of the Action
Latitud Ushuaia is at the center of this tourism revolution. As leading operators in the region, we have witnessed—and actively participated in—this unprecedented growth. Silvana Graciela Ponce started this project 16 years ago with extensive experience in the tourism sector. Today, the company’s commitment to service excellence and sustainability has positioned it as a key player in the landscape portrayed by The New York Times.
Challenges and Opportunities
The New York Times article not only celebrates the tourism boom, but also raises important questions about its sustainability. At Latitud Ushuaia, we acknowledge these challenges:
- Pressure on local resources
- Rising cost of living for residents
- Shortage of housing for workers
- Environmental impact of mass tourism
These are issues we take very seriously and that are central to our strategic planning for the future. In fact, the king crab fishing experience we offer, —a premium, exclusive activity—, is consistently rated as our top tourist excursion and is well-known among those seeking high-end adventures.
Our Commitment to Sustainable Tourism
At Latitud Ushuaia, we see this international recognition in The New York Times as an opportunity to reaffirm our commitment to sustainable tourism. We are actively working on initiatives that aim to:
- Minimize our environmental impact
- Support the local community
- Educate our visitors on the importance of conservation
- Collaborate with local authorities to promote balanced tourism development
The Future of Tourism at the “End of the World”
This mention in The New York Times is a reminder of the responsibility we hold as leaders in Ushuaia’s tourism sector. The article quotes Julio Lovece, president of the Fundación Ushuaia XXI, who says: “We sell an aura. Unlike other places that may sell waterfalls, or whales, or glaciers, we sell the end of the world.”
At Latitud Ushuaia, we take this “aura” very seriously. We understand that we are the stewards of a one-of-a-kind experience in the world—and we are committed to preserving it for future generations.
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