Chile presents its international tourism promotion campaign at FITUR 2020
Chile returns to FITUR to present its new international tourism promotion campaign under the guiding principles of sustainable development and multi-destination outdoor and adventure experiences. The campaign, whose main objective is to extend tourist visits and stays, increase spending in the country and incorporate new proposals within the tourism offer, will also help project and relaunch the image of Chile in its key markets.
Mónica Zalaquett, Chilean Undersecretary of Tourism, indicates that “2019 was a year of progressive growth for the European market, but unfortunately this was affected by the social upheaval in Chile starting in October, especially in terms of the country’s image. To lessen the impact of these events, the government is rolling out a series of actions to give a new impulse to tourism and reactivate the Chilean tourism industry, which continues to be fully operative throughout the country with destinations prepared to receive tourists. Our sector represents 3.3% of the national GDP and plays an important role in driving the country’s economic and social development.
Zalaquett adds that, “the campaign we are debuting at FITUR 2020 aims to improve our position in important markets such as Latin America, the United States and Asia, and to consolidate the increasing demand in other key European markets, particularly countries like Spain, which plays a fundamental part in Chile’s promotional strategy.”
In fact, Spain is a key market for Chile: ranking seventh among the top ten markets, with average stays of 23.1 days, especially during summer in the Southern Hemisphere, with annual global spending of USD 122.3 million, and much faster growth than the European average (7.6% versus 4.5% between January and November 2019). Chile hopes to build loyalty among Spanish tourists year-round, as a destination with a wealth of different outdoor experiences in connection with local culture and heritage.
Sustainability beyond slogans, the focus of the new campaign
The campaign debuting at FITUR 2020, under the slogan “Chile, Where the Impossible is Possible,” addresses several strategic lines, from the perspective of public policy and promotion, to the development of new destinations, products and tourism services, with sustainability as a key driver.
In terms of public management, the campaign will support and highlight Chile’s unique attributes, in relation to its natural scenery and its people, with tourism experiences that distinguish it from the rest: astrotourism, nature and adventure tourism, wine tourism, and others. Moreover, it will promote the country’s sustainable tourism offer marked by the S seal, a label that identifies tourism companies that meet global sustainable tourism criteria, established by the WTO, in sociocultural, environmental, and economic aspects; and programs with the local community will be created and expanded to support sustainable businesses that provide a complementary offer for travelers and lodging, with activities focused around nature and wildlife, gastronomy, sporting activities, archeology and culture, wine tourism and astrotourism.
According to the Director of the National Tourism Service, Andrea Wolleter, “from the perspective of the tourism offer, the campaign will not only highlight outdoor and adventure experiences in protected areas such as Torres del Paine, San Pedro de Atacama, Chiloé, Ruta de los Parques, Araucanía, Easter Island and Valle del Elqui; but it will also focus on gastronomy and wine tourism, as well as astrotourism and indigenous community immersion travel.”
“Our promotion strategy is aligned with global trends that demand transformative and authentic experiences, and we believe that Chile offers tourists the opportunity to get a personalized experience and connect with unique landscapes and the charm of its people. We are the perfect destination to enjoy,” she highlights.
Likewise, the Executive Director of Imagen de Chile, Constanza Cea, points out that, “the land is one of the key distinguishing attributes of Chile’s image. We have a stunning geography of extremes, home to both the driest desert in the world and thousand-year-old glaciers; the entire world in a single country. Chilean’s identity, their talents and resilience, these have been forged by the challenges presented by this wonderful land, and we invite you all to see it for yourselves.”
Chile at FITUR 2020
The Chilean delegation, led by Chilean Undersecretary of Tourism, Mónica Zalaquett, and by the Director of the National Tourism Service (SERNATUR), Andrea Wolleter, will have a packed agenda of ceremonies and events during the week of FITUR, including important meetings with key players of the Spanish tourism industry and administration, and participation in the 23rd Ibero-American Conference of Tourism Ministers and Entrepreneurs (CIMET) on Tuesday, January 21st.
The trade fair will also include several special events at the Chile stand (3C08), including the delivery of recognitions to key players in the Spanish tourism industry who have played a decisive role in promoting the country (Wednesday, January 22nd, 4:00 p.m.), with a cocktail party for tourism professionals and the media, including WTO Secretary General, Zurab Pololikashvili; and a series of activities during the trade fair week to promote Chile’s cultural, musical and gastronomical legacy.
Finally, at 8:30 a.m. on Friday January 24th, Casa de America will host a breakfast to reveal the details of Chile’s international tourism promotion campaign for 2020, and will offer free transportation to participants from downtown Madrid to the Fair, where the Director of the Chilean National Tourism Service will give a talk within the framework of FiturtechY Destination.