“People Realized Life Is Short”: Tastic Travel Redefines Luxury in Argentina’s Wine Country

After the pandemic, travelers stopped waiting for someday—and began chasing the journeys they’ve always dreamed of, says Lucas Paracha of Tastic Travel.

By Yousuf Basil (Mayakoba|TFest)

A conversation with: Lucas Paracha, Head of Sales and Operations at Tastic Travel  

At TFest 2025 in Mayakoba, one conversation stood out for its sincerity and pride of place. Lucas Paracha, Partner and Head of Sales and Operations at Tastic Travel, spoke of Mendoza, Argentina—not simply as a destination, but as a way of life.

Founded just before the pandemic, Tastic Travel has quickly established itself across Argentina and Chile by creating tailor-made journeys rooted in local culture, cuisine, and connection. “We listen first,” Paracha said. “We design itineraries around what travelers truly want to feel, not just what they want to see.”

For Paracha, who calls Mendoza home, luxury today is measured less in marble lobbies than in moments that feel personal and genuine. “Luxury doesn’t have to mean the best hotel in the world,” he explained. “It’s the experience that feels most special to you—maybe a picnic in the mountains, a walk through a penguin colony, or a blind wine tasting with friends.”

That philosophy defines Tastic Travel’s approach to Argentina’s wine capital. Mendoza’s appeal lies in contrasts—between snow-tipped Andes peaks and sun-drenched vineyards, between Michelin-star dining and rustic adventure. Travelers can raft white-water rapids by morning, enjoy a 14-course winery lunch by afternoon, and toast the sunset with Fernet and Coke, Argentina’s signature bittersweet cocktail. “It’s a place that offers everything—wine, food, mountains, sunshine,” Paracha said. “It’s impossible not to love it.”

Post-pandemic, Tastic Travel has seen steady growth in the luxury segment, fueled by what Paracha calls revenge travel—travelers making up for lost time, choosing meaningful journeys over material indulgence. “People realized life is short,” he said. “They don’t want to wait to see the places they’ve always dreamed of.”
Sustainability is also at the heart of the brand. The company partners with local suppliers, uses biodegradable packaging and recycled water bottles, and sources snacks and ingredients from nearby communities. “The destination is special because of its people,” he said. “We try to give back to them in every way we can.”

Ultimately, Tastic Travel’s mission is to connect visitors to Argentina and Chile’s living culture—inviting them into local kitchens, family vineyards, and authentic tango halls. “We bring travelers into the real rhythm of the place,” Paracha said. “It’s not about looking at the culture—it’s about living inside it.

With plans to expand into the U.S. and Mexican markets, Paracha remains focused on what sets Tastic apart: care, connection, and a deep sense of pride. “Mendoza is where it all began,” he said. “It’s the land of sun and good wine—and the warmth of its people is what makes every visit unforgettable.”