A total of 18 representatives of the public and private sectors linked to tourism are part of the Chilean stand at the World Travel Market (WTM). World Travel Market (WTM)which takes place in London between November 4 and 6.
Created in 1980, the WTM is considered the most influential tourism fair in the world, bringing together more than 4,000 exhibitors from over 180 countries. Over the years, it has established itself as a key space for defining trends, fostering alliances and projecting the future of global tourism.
Under the slogan "Reimagining tourism investment models: creating next-generation incentives", the 2025 edition focuses on sustainable development, responsible investment and purposeful travel experiences. In this context, Chile's participation, led by Sernatur and ProChile, seeks to promote its attractions, generate business opportunities and strengthen its international presence.
The national director of Sernatur, Cristóbal Benítez, said: "Due to its relevance, the United Kingdom is one of our priority markets, which leads us to be present with an important delegation of tourism entrepreneurs who aim to generate business and show the wide range of products and services offered by our country. By diversifying the offer and opening new routes we contribute to break seasonality. This is the path towards a more sustainable and competitive Chilean tourism".
In the same vein, the counselor of the Embassy of Chile in the United Kingdom, Francisco Bartolucci, valued the national participation as an opportunity for growth and visibility: "WTM is a showcase of enormous relevance that allows us to consolidate Chile's position in the British market, one of the three most important for our country in Europe. Chile stands out not only for its landscapes and adventure tourism offerings, but also for the quality of its people and its status as a reliable partner in many areas.
During the inauguration of the Chilean pavilion, the executive director of Imagen de Chile, María Teresa Saldías, emphasized the relevance of the event. "Being present here is a unique opportunity to show the world the best of Chile: a diverse, sustainable country, with an authentic identity and a tourism offer that connects nature, culture and innovation."
Chile's stand, with an area of 150 square meters, stands out for its identity and local talent. It exhibits handicrafts from Quinchamalí, Rari and Ninhue, made by women artisans who keep alive the traditions and knowledge of the country. In addition, visitors can enjoy gastronomic activations that include tastings of wine, chocolate, pisco and olive oil, flavors that transmit the essence of the Chilean territory and its cultural identity.
A destination for Coolcations
According to the WTM Global Travel Report 2025, the travel industry will grow by 3.5% annually over the next decade, outpacing the global economy, driven by a greater search for authentic experiences, longer trips and less traditional destinations. Along these lines, the so-called "coolcations" - vacations in places with colder or temperate climates - represent a growing trend that opens up new opportunities for countries in the global south, where Chile is strongly positioned thanks to the attractiveness of its winter and nature tourism, with iconic destinations such as Patagonia, Torres del Paine National Park and the landscapes of the south of the country.
In previous editions, Chile's presence at the fair has been recognized internationally: in 2023, Chile received the award for best business stand, consolidating its reputation as a world-class destination and a country brand in constant growth.
For more information, visit Sernatur's website.
