María Ulivi: telling tourism through listening, empathy, and human commitment

For María Ulivi, tourism is not merely a geographical movement or an economic industry; above all, it is a space for human connection. Her path in travel journalism emerges from hands-on experience, from doing, from the territory itself, and is shaped by a deep conviction: people’s stories are the heart of every destination.

Her first contact with tourism was as a micro-entrepreneur in the province of San Luis, Argentina, where she experienced firsthand what it means to create a tourism venture: its structure, the human team, everyday challenges, and the responsibility of being a good host. This initial experience allowed her to understand tourism as a comprehensive phenomenon, shaped by economic, social, and cultural variables.

It was within this context that she began connecting with media professionals. That intersection between tourism and communication captured her interest definitively. Almost in parallel, the World Travel Journalism Organization  was taking its first steps. María completed the WTJO’s first training course and, from that moment on, never stopped learning or participating. Some years with greater intensity, others with a lower profile, but always as part of the community

A decisive moment in her journey was the WTJO’s first online course,not only because of its content, but because of the shared experience. The exchange with colleagues and the guidance of Miguel Ledhesma, with his constant challenges and motivating perspective, marked a turning point that reaffirmed her vocation.  

Travel as a transformative experience

While María acknowledges that every journey leaves its mark, Colombia holds a special place in her memory. There, she was able to meet in person colleagues she previously knew only virtually, and to experience meaningful moments in destinations such as Cali, Buga, and the Coffee Region.

The hospitality, the recognition of the role of travel journalism, and the commitment of local communities left a strong impression on her. Seeing residents come out to greet visitors, learning about organizations such as Nueve Ríos, or listening to the stories of women coffee growers who reclaimed territories and now support their families, reinforced a belief she always carries with her: every place has the potential to develop if work is done consciously and collectively.

In this regard, she places special value on the WTJO’s Emerging Destinations Network as a concrete tool to give visibility to territories and communities that are often left outside traditional circuits.

Travel journalism as a way of life

For María Ulivi, travel journalism is both a form of expression and a way of life. She understands it as a bridge that connects people, cultures, and stories, fostering responsible and enriching experiences for both travelers and host communities.

Her perspective emphasizes the humanistic dimension of tourism: cultural understanding, intercultural dialogue, and the strengthening of human bonds. From the most remote location to the most populated city, there are always stories that deserve to be told for their contribution to society.

Interviews play a central role in her work. Listening, giving space to others’ voices, and creating emotional connection are fundamental pillars of her practice. Her personal motto captures it clearly: “Listening in order to serve.”

Contributions, projects, and a critical perspective

Throughout her career, María has helped give visibility to communities and institutions, promoted greater awareness of sustainable and responsible tourism, and incorporated a critical perspective on accessibility in tourism,a topic she considers essential.

Through her program “El Placer de Viajar” , she has brought national and international tourism voices to the audience, engaging in dialogue with key stakeholders across the tourism value chain. Through her radio segments, she has achieved something that defines her style: transporting people, through words and voice, encouraging them to travel and rediscover their own country.

Among the stories that had the greatest impact on her audience are her coverage of the Mar de las Pampas en Concierto Foundation, which introduced the public to a little-known cultural project, and her interview with artisans from the Andean region of Catamarca, whose traditional shearing and spinning system revealed an ancestral practice of immense cultural value.

WTJO Ambassador: a renewed commitment

Being appointed Ambassador of the World Travel Journalism Organization represents both an honor and a great responsibility for María Ulivi. She sees it as recognition of her journey, but also as an opportunity to continue promoting ethical, sustainable tourism with a strong human focus, both in her region and globally.

From this role, she aims to transmit WTJO values, encourage continuous professional development among colleagues, promote best practices, and contribute to the visibility of emerging destinations. Among the projects she seeks to strengthen within the WTJO ecosystem are community-based tourism, accessibility, training in video editing, sustainability, the use of digital platforms, and new technologies such as artificial intelligence and virtual reality applied to tourism and communication.

Looking toward the future

María envisions the future of Argentine tourism as one based on destination diversification, technological integration, and broader, more equitable promotion of the territory. She recognizes that economic stability, improved infrastructure, and air connectivity will be key to the recovery and growth of international tourism.

In this context, travel journalism plays a fundamental role: informing, raising awareness, combating misinformation, and promoting responsible practices,helping to build a more ethical sector that is conscious of its impact.

To new generations of travel journalists, she leaves a clear and powerful message: be ethical, curious, and committed; respect communities; pursue continuous learning; and understand that there is no age limit for taking on new challenges. Because, as she herself demonstrates, travel journalism can,and must,make a difference.