BUENOS AIRES, Argentina -- Times sure have changed in a city known
as the "Paris of the Americas."
The value of the Argentine peso continues to drop. Bookstores
carry titles like "Why Argentina Fell." Four presidents have been
forced out of office since December 2001. Unemployment has reached
a point where a television game show -- rather than awarding cars
or cash -- offers jobs to winning contestants.
But economic difficulties, which have thrown the Argentine
economy for a loop, mean great opportunities for travel agents and
their clients, said Daniel Scioli, Argentina's secretary of tourism
and sport.
"The planes are full, and the rates are very good," he said. "It
costs less to visit, to stay and to eat."
One of the reasons: a weak Argentine peso means a stronger
dollar, driving prices down -- for foreigners, at least -- in what
was once a somewhat expensive Latin American destination.
"The economic crisis will continue for a while," said Alvaro
Rey, general manager of the Inter-Continental Buenos Aires.
"However, it opens up a big opportunity for tourism. In the past
10 years, Argentina was very expensive."
It's also a great opportunity for travel agents because of the
amount of time visitors usually spend there, Rey said.
The average stay for tourists in Buenos Aires is seven nights,
he said.
Hotels have suffered as a result of the economic downturn. In
2002, occupancy fell
to a 45% average at all five-star hotels in Buenos Aires (a 30%
drop from 2001), according to Rey -- although he said the
Inter-Continental has averaged 58%.
But with lower occupancy comes more aggressive marketing, which
can make the country's hotels an easier sell and a better value for
clients.
In addition, Scioli said, increased air service is making it
easier to visit.
Southern Winds started service from Miami to Buenos Aires in
September, and United added service from Washington (Dulles) to
Buenos Aires in October.
"You can get a roundtrip to Buenos Aires for $500 now," he
said.
To further tourism development, Scioli said, government
officials have been meeting with tour operators in the U.S. to
increase the range of product available.
The department of tourism is targeting both the English- and
Spanish-speaking markets, emphasizing fishing, golf and ecotourism
sites and national parks in addition to well-known cultural
destinations like Buenos Aires.
Scioli admitted that some travelers need reassurance about
Argentina's stability.
"One of our challenges is trying to re-establish [the country's]
image," he said. "Even though [visiting the country] is cheap,
people want to make sure it's calm."
Granted, some news reports of supermarket looting or long, rowdy
lines at banks may startle some prospective tourists -- but those
occurrences are not something the average visitor would encounter,
according to Scioli.
"Tourists are very safe here," Rey said.