Chile returns once again to Fitur, Spain's International Tourism Fair, to showcase its latest developments and tourist attractions to the international market, highlighting the wide range of tourist services and experiences offered by the country's five macro-regions: the north, with the Atacama Desert; the central valleys, with wine tourism; the southern zone of lakes and volcanoes, an important focus for adventure tourism; Chilean Patagonia, a world-class nature destination; and Rapa Nui.
Today, during the first day dedicated to industry professionals, Chile officially launched its national stand, kicking off our presentation to the world with daily events showcasing Chilean star products.
For Verónica Pardo, Undersecretary of Tourism, representing the country once again in the European market means "highlighting the richness and diversity of our regional destinations and the work carried out by the entire tourism industry throughout the country. This fair allows us to showcase an offering that is aligned with sustainability, the protection of our territories, and local economic development, strengthening our relationship with the European market and generating new opportunities for more destinations, companies, and communities to be part of the growth of tourism in Chile."
As part of the inauguration of Chile's stand, Sernatur presented the revamped Chile.travel platform, the country's official tourism promotion website, to authorities, industry professionals, and representatives of the international tourism industry.
In this regard, Cristóbal Benítez, national director of Sernatur, said, "The revamp of Chile.travel is a central tool in our international promotion strategy. Traveling through Chile is a unique experience, but it is also a planning challenge, especially for long-distance markets such as Europe. With this new version of the site, we aim to make that process simple, clear, and reliable, offering a more visual, intuitive, and experiential digital experience that positions Chile.travel as the essential starting point for discovering and exploring our country."
The platform incorporates updated content focusing on tourism experiences and products, along with comprehensive optimization of the information. Among its main new features is the addition of French, which joins Spanish, English, Portuguese, and German, strengthening the site's reach in priority markets in Europe.
Chile.travel also includes geolocated and interactive maps, route planners, suggested itineraries, a search engine with improved filters, a section with frequently asked questions about Chile, and updated official content on safety and travel recommendations. The site also offers improved technical performance, greater security, and a structure designed to incorporate future artificial intelligence-based solutions.
Chile at Fitur 2026: opening up to the European market this year
Fitur is one of the world's leading tourism events and the leading trade fair for the inbound and outbound markets in Latin America. Now in its 46th year, it brings together more than 255,000 attendees, including 155,000 industry professionals with high decision-making power, as well as 9,500 companies, 156 countries represented, and 884 exhibitors with stands spread across nine pavilions.
Chile's participation in the first tourism fair of the year is led by the Undersecretary of Tourism, Verónica Pardo, and the National Director of Sernatur, Cristóbal Benítez, who are heading a delegation of 28 representatives of national tourism services, products, and destinations. Their agenda focuses on international promotion, the creation of strategic alliances, and the opening of new commercial opportunities, especially in the European market.
Read the original article on the Sernatur website.
