In the context of MERCOSUR, a significant increase in passengers and freight traffic on the Andean axis from Mendoza (Argentina) to Santiago (Chile) has been observed including the small city of Uspallata. This city on this stretch of the Pan-American Highway, is experiencing a significant increase in its development especially with touristic settlements. A large proportion of its population growth is related to these flows, and contributes to set up a new local identity. The aim of this work is to analyze the subjective and objective components of this change in the ongoing dialectic between space and society, the strategies of actors, and the relationship between forms and meaning.