Tourism at the "End of the World": Ushuaia, Argentina, has become a hotspot for cruise-goers heading to Antarctica, with 90% of polar voyages departing from this vibrant city. As the summer of 2025 unfolds, the once-quiet locale now accommodates countless tourists eager to experience the stunning wildlife and breathtaking landscapes of the southernmost point in South America.
On a sunny January day, Ushuaia's ports were bustling with five massive cruise ships, each carrying affluent passengers who paid an average of $15,000 to $18,000 for an unforgettable ten-day trip to the icy wilderness. Over the past decade, the number of Antarctic passengers has skyrocketed from about 35,500 to a staggering 111,500 last year, with local authorities predicting a further 10% increase this season.
This influx of tourists presents an economic boon for Ushuaia's residents, who number around 83,000. However, the growing demand for resources has led to escalating costs of living and a significant housing shortage for local workers. The allure of Ushuaia lies in its unique geographic positioning, nestled between the Andes and the Beagle Channel, but this same remoteness intensifies the pressure on its infrastructure.
Julio Lovece, president of the Ushuaia Foundation XXI, highlights the importance of developing tourism in a way that uplifts the local community. “We sell an aura,” he says. Unlike destinations known for natural wonders, Ushuaia markets itself as the ultimate adventure at the "end of the world," an enticing concept that continues to draw travelers from all corners of the globe.
As the tourism boom continues, locals are left navigating the delicate balance between welcoming visitors and preserving their community's way of life. The pressing questions remain: how long can this thriving tourism last, and at what cost to the environment and the people who call Ushuaia home?
