Guru’Guay is a small independent locally-owned content business based in Uruguay. If every reader to the website bought our guidebooks we could support Guru’Guay platforms and content production. However as that’s unlikely to happen, we have developed a business model that we strongly believe gives you, the reader, the best experiences whether you’re living in Uruguay or on a visit.

Guru’Guay Top Picks

We track down—or our readers tell us about—outstanding businesses. They may be luxury or budget. What is essential, is that, they love Uruguay and what they do as much as we do, and are working hard to offer consistently excellent service.

We recommend businesses that we’ve **personally experienced**, and then if we totally love them—and only then—, will we invite them to become part of Guru’Guay as a Top Pick. To support our work, they pay a small retainer depending on the size of the business. In return we write about them on our website and on our social networks.

Sometimes we learn of businesses which will be a great fit for our readers—but we can’t experience their services first-hand. For instance, a company that helps foreigners get their residency in Uruguay, when we completed that process many moons ago. In that case, we will research the business and interview their clients. If we are impressed with what we find and feel confident they are of the calibre to be a Top Pick, we may invite them to become part of Guru’Guay.

We love to give these businesses the visibility they deserve.

Quality: Uruguayans will be the first to admit that in some sectors, particularly tourism, Uruguay may have a bit of a quality control issue. Sometimes we may relax our rules regarding constant quality for an initiative that our readers will love because it is so unique or going against the odds (ie staying open all year round in an environment where everywhere else has closed down). That type of business deserves our recommendation. You can be sure we’ll mention any potentially negative aspect in the ‘What you should know’ section.

Paid and sponsored posts

We occasionally publish content that we believe will be of interest to our readers that we are paid to produce. That content is clearly marked as ‘paid’ or ‘sponsored’. We thank those businesses for their support.

Our reputation is our capital. Our content is 100% our own opinion and we retain the right to take down any Top Pick or content at any time.

So what motivates us?

Here at Guru’Guay we believe Uruguay and its people have so much to offer all year round. We believe that generating a ‘digital word of mouth’ about the stability and charm of Uruguay will help this country thrive for generations to come.


We are advocating and connecting on our website, on social media, though our community in Uruguay and abroad and with the media, to create an international movement of people who love Uruguay as much as we do.


We create curiosity, interest and commitment in others—from the international community in Uruguay to people all around the world—to experience Uruguay in all of its charm… so that others may fall in love with it too.

Guru’Guay is a registered member of Uruguay Natural, the country brand of Uruguay. We are proud that our publications have been endorsed by the Ministry of Tourism of Uruguay and the Government of Montevideo.