Nestled in the vibrant high-altitude landscapes of Argentina’s northwestern Jujuy province, the postcard-perfect town of Maimará has stepped into the global tourism spotlight as the official host of this year’s World Tourism Journalism Day celebration, held September 5 by the World Organization of Tourism Journalism (OMPT). The event drew a global delegation of travel writers, who explored the region as part of an official press tour highlighting the intersection of cultural heritage, environmental sustainability, and community-centered development.
Rather than flying or driving to the event, the international press corps arrived in Maimará aboard the Tren Solar de la Quebrada (Quebrada Solar Train), a groundbreaking sustainable rail project that links historic towns across the UNESCO World Heritage-listed Quebrada de Humahuaca valley. Local officials greeted the delegation on arrival: Luis Zerpa, Maimará’s Director of Tourism, was joined by Rocío Vellón, Communications Manager for the Solar Train, and other regional tourism leaders to open the day’s celebrations.
The solar-powered rail journey was far more than just transportation—it offered journalists an immersive first-hand look at how Jujuy province is integrating green infrastructure with cultural heritage tourism. The scenic route connects six key regional destinations: Volcán, Tumbaya, Purmamarca, Posta de Hornillos, Maimará, and Tilcara. In just a short time, the service has become a standout regional attraction, recently hitting a major passenger milestone of more than 90,000 total riders.
For an event centered on the future of travel reporting, the immersive journey carried symbolic weight. Instead of traveling to Maimará solely to cover a pre-organized event, the journalists began engaging with the region’s unique identity the moment they boarded the train. Along the route, the dramatic natural landscape and vibrant local communities are core parts of the travel experience, aligning perfectly with the OMPT’s mission of responsible tourism storytelling.
The event carries extra significance for Maimará, which just weeks earlier earned global acclaim when UN Tourism named it one of the world’s “Best Tourism Villages.” The town beat out more than 260 other candidates from 64 countries to claim the title, becoming the second destination in Jujuy province to earn the honor—following nearby Caspalá. Maimará earned the recognition for its longstanding commitment to three core pillars: preserving its unique cultural heritage, advancing inclusive sustainable development, and building a tourism model led by local community members.
Beyond its recent global awards, Maimará has long drawn travelers for its one-of-a-kind natural and cultural offerings. It is most famous for the Paleta del Pintor, or “Painter’s Palette,” a dramatic multicolored mountain formation that serves as the town’s iconic, jaw-dropping backdrop. Beyond this natural wonder, visitors can explore deep-rooted local agricultural traditions, sample authentic regional gastronomy, and visit historic landmarks including the well-preserved 19th-century colonial outpost Posta de Hornillos.
For the OMPT, choosing Maimará as the host for its flagship annual event was a deliberate choice to highlight the critical role that specialized travel journalism plays in elevating underrated rural destinations. The gathering created direct space for global travel storytellers to connect with local government leaders, the team behind the innovative solar rail project, and Maimará’s local residents. This approach embodies the core ethos that defines modern responsible travel journalism: stepping directly into a place, listening to the stories of the people who call it home, and sharing those authentic narratives with global audiences.
World Tourism Journalism Day itself marks a milestone with deep roots in Argentine tourism. It is held annually on September 5 to commemorate the founding of the OMPT in 2015. The date was selected to honor the vision of OMPT founder Miguel Ledhesma, who launched the organization in Iguazú, Argentina, with a clear mission: to promote ethical, sustainable, and responsible coverage of travel destinations across the globe that prioritizes local communities and environmental stewardship.