Ushuaia is going through a unique moment in its tourist development. Next winter finds the southernmost city in the world at a point of maturation where infrastructure, landscape and services They begin to align precisely. The combination of expanding ski resorts and one hospitality that understands snow as a comprehensive experience consolidates a model that no longer depends only on natural attractiveness, but on how that environment is transformed into a product. In this scenario, the link between the Martial Hill and the Wyndham Garden Ushuaia Hotel del Glaciar appears as one of the most interesting developments of the season.
During 2025, tens of thousands of Argentine and Brazilian tourists They chose Ushuaia for their winter vacations. The promise was clear and fulfilled: reliable snow, long season and a landscape that does not need artifice. He Castor Hill once again recorded record levels of attendance and reinforced its international profile. However, Tierra del Fuego made it clear that it is not a one-mountain destination. While Castor focuses on large-scale skiing, with approved slopes and a volume operation, the Martial is preparing to occupy a key complementary role: that of the close, accessible, familiar hill with a strong local identity.
The beginning of the assembly of the new lifting device of Swiss originwith more than 1,400 meters of routemarks a turning point for Cerro Martial. The work not only improves the capacity and comfort of the ski, but also redefines the profile of the center. The new system will allow diversify usesexpand accessibility and project the Martial as mountain center active all year roundintegrating winter sports, hiking, scenic walks and recreational activities. Its proximity to the city—a rarity on the global map of ski resorts—makes it an urban-natural gem, ideal for beginners, families and short breakswithout sacrificing landscape or quality.
This relaunch finds a natural partner in the Wyndham Garden Ushuaia Hotel del Glaciar. Located within the El Martial Nature Reservethe hotel builds an identity that combines alpine with a contemporary aesthetic. Wood and stone dialogue with modern lines, technology and current comfort. Its differential is not only architectural: the social heart of the hotel is a large central stokerconceived as a space for meeting, conversation and pause, a natural refuge after a day in the snow.
This spirit is enhanced by an unusual feature in mountain hospitality: a extensive collection of modern Argentine art from the last quarter of the century. Works by contemporary artists run through the lobby and hallways, transforming the common spaces into a almost museum circuitwhich invites you to walk through the hotel as if it were a gallery. The aesthetic experience is thus integrated into rest, adding an unexpected cultural layer in an environment dominated by nature.
Two complementary postcards unfold from its windows: on one side, the Ushuaia Bay and the Beagle Channel; of the other, the glacier and the snowy slope of Martial. Sea and mountains on the same plane, a rare combination even in European destinations. Added to this view is a solid gastronomic proposal, with Patagonian cuisine, Argentine wines and a bar that functions as a meeting point in the evening.
At the base of the hill, in addition, a expanding gastronomic area: a tea house with a strong landscape imprint, a beer bar with quality hamburgers and a project underway to expand the center this winter, incorporating late night step dinners aimed at an audience that seeks complete experiences, not just skiing.
Cerro Martial expands its appeal by dialoguing with the trekking and nature. From the immediate surroundings of the hotel there are trails that go into native forests, streams and viewpointssuitable for both gentle walks and snowshoeing in winter. That crossing between moderate activity, powerful landscape and urban proximity It differentiates Martial from other more isolated centers and positions it as a flexible option within the Fuegian tourist ecosystem.
In parallel, the Wyndham articulates the comprehensive proposal of the destination: transfers to Cerro Castor, ski week programs, alternative excursions, navigation on the Beagle, National Park and night experiences. The guest can choose high intensity sports or for a contemplative rhythmwithout changing base. That balance defines the new luxury of the End of the World: choosing without giving up.
Ushuaia understood a central premise of contemporary tourism: it does not compete with the Alps or Colorado by replicating foreign models, but rather building your own identity. The development of Cerro Martial, accompanied by a hotel like the Wyndham Garden Hotel del Glaciar, confirms that next winter will not only bring good snow, but a more mature, diverse and sophisticated tourism productwhere the mountains once again dialogue with the city as in the great destinations of the world.
by RN
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