Medical tourism in tango paradise: The internet branding of cosmetic surgery in Argentina

• Investing in one’s body (body capital) drives the rise of cosmetic surgery tourism.
• Argentina is an emerging market in the global cosmetic tourism industry.
• Argentines are portrayed as savvy users of cosmetic surgeries.
• The internet portrays Argentina’s cultural affinity between tourists and locals.
• The sensuality of Argentine tango is used to make the surgical experience unique.

This article examines the online marketing literature that promotes Argentina as a rising destination for cosmetic surgeries. The surgical production of “body capital” is branded as an investment practice towards increasing one’s value in the global market economy. Online advertisers portray Argentina as a familiar place where foreigners can feel “at home” due to an assumed “cultural affinity” (i.e., racial, ethnic and cultural similarities) with their Argentine hosts. Argentines are depicted as surgically enhanced role models to be imitated by their foreign visitors. The notion of sensual exoticism is advertised via tango products—from taking lessons to watching tango shows—as a unique component of the cosmetic surgery package that brands improved physical appearance with enhanced sex appeal.