This study analyzes Uruguay's recently launched emigration policy. It argues that the redrawing of the boundaries of the nation‐state along non‐territorial basis is still an incipient and contested process. The findings highlight some relatively under‐explored explanatory factors: emigrants' profile; political junctures requiring immediate commitment; the impact of rhetorical changes and post‐neoliberal projects; presidents as policy drivers and sources of inconsistencies; and institutional deficiencies, inertias, lack of reform, and society's conflictive notions of nation and belonging as brakes. The conclusions indicate that the sustainability of emigration policy is contingent on state's progress toward internal reform and society's ability to acquire a greater voice and more organizational capacity. Exploring emigration policy characteristics and sources of setbacks in Uruguay unveils the inter‐mestic character of state transnational outreach efforts, qualifies and refines existing explanations, expands our understanding of new governance techniques, and provides some insights into the requirements for emigration policies to work effectively.