Chile presents its international tourism promotion campaign at FITUR 2020

Chile is at FITUR 2020, Spain’s largest tourism fair, where it will present the new international tourism promotion campaign, the main themes of which will be sustainable development and multi-destination nature and adventure experiences. The campaign aims primarily to lengthen visits and stays, increase spending at the destination and add new tourism products and services to the range currently available. It will also contribute to projecting and relaunching Chile’s image in key markets.

Tourism Undersecretary Mónica Zalaquett noted that “2019 was a year of progressive growth for the European market, which has also been impacted by Chile’s social crisis since October. In order to mitigate the impact of these events, which are having a serious effect on the image of our destinations, the Government is deploying a series of actions to boost tourism and reactivate Chile’s tourism industry, which is fully operational throughout the country. Our destinations are ready to welcome tourists.”

Ms. Zalaquett added that “the campaign that we are launching at FITUR 2020 aims to boost our positioning in key markets like Latin America, the United States and Asia, and  to increase the demand in other European markets, especially countries like Spain, which plays a fundamental role in Chile’s promotional strategy.”

Spain is, in fact, a key market for Chile’s tourism destinations, ranking seventh among the ten leading issuing markets, with average stays of 23.1 days, particularly during the southern hemisphere’s summer, with overall annual spending of US$122.3 million.

Sustainability: focus of the new campaign

The campaign that will be launched at FITUR 2020 has several strategic areas, ranging from public policies and promotion through to the development of new destinations, products and tourism services, with sustainability as the guiding theme.

In terms of public management, the campaign will support and value Chile’s unique attributes related to its natural landscapes and its people, and tourism experiences that enable it to stand out from other destinations: astro tourism, nature and adventure tourism and wine tourism, among others.

The campaign will also promote those tourism services that have Sello S - a label that identifies tourism companies that meet the global criteria set by the World Tourism Organization.

According to National Tourism Service Director Andrea Wolleter, “from the perspective of the range of tourism products and services available, the campaign will not only highlight nature and adventure experiences in protected areas like Torres del Paine, San Pedro de Atacama, Chiloé, the Parks Trail, Araucanía, Rapa Nui or the Elqui Valley. It will also focus on food and wine tourism as well as astro tourism and immersion visits to indigenous communities.”

“Our promotion strategy is aligned with global trends that demand transformative and authentic experiences and we believe that Chile offers people the opportunity to experience a tailormade trip and connect with unique environments and the charm of our people. We are the perfect destination for them to enjoy,” she highlighted.

The Executive Director of the Fundación Imagen de Chile, Constanza Cea, highlighted that “our territory is one of the aspects that differentiates Chile’s image. We have a stunning geography of extremes that includes the world’s driest dessert and glaciers that are millions of years old. Chile is the entire world in just one country. The identity of the people of Chile, their talents and resilience have been forged by the challenges posed by this wonderful land. We believe that being at Fitur, one of the most important tourism fairs, is crucial to contributing to making our country a preferred tourism destination.”