Winter has officially started in the U.S., but in the southern hemisphere, people are getting ready to hit the beach. For many affluent Latin Americans, there is no more sought-after destination than Punta del Este. Officially dividing Río de la Plata and the Atlantic Ocean, Punta del Este in Uruguay is known as the Hamptons of South America. A longtime haven for the elite from neighboring Argentina and affluent vacationers from elsewhere in South America, the resort is attracting an increasingly international crowd that appreciates its glamorous yet laid-back atmosphere. When to go? Most of the action happens from mid-December through early March, the summer months in South America. This is when restaurants and shops, including brands such as Valentino and Fendi, do most of their business. Between 20,000 to 25,000 people live in the greater Punta del Este area year-round, but that number increases dramatically during the peak season, especially in January, when summer is in full swing, said José Pereyra, president of the Business Chamber of the Department of Maldonado, where Punta del Este is located. Pereyra added that three quarters of those who arrive in Punta del Este are Argentinians. However, as more local and foreign retirees discover the luxury locale, and try to avoid the crowds, the duration of Punta del Este’s high season is getting longer. How to get there: With the exception of Miami, there are no direct flights from the U.S. to Montevideo or Punta del Este. Most travelers fly more than 10 hours to either Buenos Aires or São Paulo and then another 40 to 50 minutes to the peninsula. Flights from New York City to Argentina or Brazil cost north of $1,000 and you would spend another $360 or so on the second flight. Where to stay? The Grand Hotel has rates of about $400 a night during the peak season; smaller boutique hotels such as AWA cost about $350 a night.Beachfront accommodations that can house up to four people are available for around $300 to $400 on the short-term rental site Airbnb. Who will you find? Argentinians are the main foreign buyers of real estate in Punta del Este, where a luxury condo starts at about $1.5 million, said Diego Roel, director of Terramar, the local affiliate of Christie’s International Real Estate. Supermodel Naomi Campbell, Shakira and members of the Rolling Stones are some of the latest celebrity sightings in Punta del Este but don’t expect to be alerted by the locals of the whereabouts of famous people in the city. “We value discretion and confidentiality, it is part of our culture,” said Roel, adding that celebrities go to Uruguay, a country of 3.5 million, to escape the paparazzi. Uruguay is considered to be a more private destination than its larger neighbors, Argentina and Brazil.
Write to Andrea López Cruzado at andrea.lopez@dowjones.com