Mar del Plata, Argentina’s principal seaside resort and the country’s seventh largest city, joins the GEF-7 UrbanShift program to balance tourism growth with environmental sustainability. During peak season, the city’s population nearly doubles, straining transport, water, energy, and waste systems. Through UrbanShift, Mar del Plata is developing a Sustainable Tourism Plan 2050 that promotes integrated land and resource management while reinforcing biodiversity conservation. Pilot activities include investments in conservation tourism around Laguna de los Padres and the Mar Chiquita Biosphere Reserve. By linking tourism with ecosystem protection and community participation, the city seeks to diversify its economy, preserve its natural assets, and strengthen resilience along Argentina’s Atlantic coast.