Why MuchoSur?
At MuchoSur, we believe that traveling is much more than just getting to know a place; it's about experiencing it and living it. Our hotels in Latin America offer an authentic connection with the biodiversity and culture of the South, making every stay a transformative and memorable experience.
But why MuchoSur? For centuries, the world has looked north, neglecting the richness of the South. We reclaim it as our true horizon.
As Joaquín Torres García expressed in Constructive Universalism (1941):
“I said School of the South; because in reality, our north is the South. There should be no north, for us, except in opposition to our South. That's why we now turn the map upside down, and then we have a clear idea of our position, and not as the rest of the world would have it. The tip of America, from now on, extending, insistently points to the South, our north.”
And as Eduardo Galeano recalled in Patas arriba, la escuela del mundo al revés :
“If the world is, as it is now, upside down, shouldn't it be turned upside down so that it can stand on its feet?”
At MuchoSur, we embrace these words. We are Mucho because we are the South, and we believe that the true journey begins when we change our perspective and discover the grandeur of the South in all its diversity, authenticity, and depth.
The inverted map as a symbol of a new perspective
Our logo, the inverted map of Latin America, is more than an image: it's a change of perspective.
Inspired by the vision of Joaquín Torres García and his School of the South, we inverted the map to place the South where it should always have been: as a horizon, as a guide, as a point of reference.
It is a graphic gesture that challenges, that unsettles, and that invites us to question everything: why have we always looked from the North? What happens when we change our perspective and let the South show us the way?
The logo is our visual reminder that MuchoSur offers more than just accommodation: it offers a perspective. It's the emblem of a philosophy that places the South at the heart of cultural, tourism, and human conversation. A symbol that carries, in its form, a political, poetic, and deeply identity-based narrative.
MuchoSur as a declaration of identity
The name MuchoSur is not a commercial concept: it is a manifesto.
“Mucho” speaks of abundance, of intensity, of experiencing life to the fullest. “Sur” names our roots, our starting point, and our way of inhabiting the world. Together, they create a phrase that becomes a stance: we are Mucho because we are Sur .
The name was born to remind us, and the traveler, that the South is not a periphery nor a place to be compared; it is a vast, creative, diverse, and profoundly human territory. To say MuchoSur is to reclaim a collective pride, an identity that had been underestimated and that today is rising again with strength.
To bear this name is to assume a responsibility: to honor it in every experience, every gesture of hospitality, and every encounter with communities.
Our philosophy: I am Much, I am South
Our philosophy rests on a simple yet powerful certainty: the South is identity, it is roots, and it is the horizon. At MuchoSur, we believe that travel is not just about moving from place to place, but about self-discovery; finding in every territory a reflection of who we are and who we can become.
That's where our signature phrases come from: I am Mucho, I am Sur, It is an affirmation of pride and belonging. It is understanding that the South is not a direction on a map, but a way of looking at the world with awareness, sensitivity, and authenticity. It is celebrating the richness of our cultures, the strength of our communities, and the beauty of our stories.
Live Mucho, Travel Sur is our invitation to travelers: to live intensely, to travel with purpose, and to allow each experience to awaken something profound. It's a call to explore the region with closeness, curiosity, and respect; to connect with nature, with the people, and with the living memory of each place.
Our philosophy is, in essence, a way of walking the world with an open heart. A way of honoring who we are as a region and sharing it with those who visit us. At MuchoSur, hospitality becomes a bridge between cultures, an act of sensitivity, and a celebration of what unites us.
Because when we say Soy Mucho, Soy Sur, we affirm our identity. And when we invite you to Live Mucho, Travel Sur, we share a path to experience it.