Chile is already at FITUR 2020, Spain's main tourism trade fair, where it presented its new international tourism promotion campaign, which has sustainable development and multi-destination experiences of nature and adventure as its fundamental axes. The campaign, whose main objective is to increase visits and lengthen stays, increase spending in the destination and incorporate new proposals to the tourism offer, will also contribute to projecting and relaunching Chile's image in key issuing markets.
Mónica Zalaquett, Undersecretary of Tourism, said that "2019 was a year of progressive growth for the European market which, starting in October, was impacted by the social crisis in our country. To lessen the effect of these events, which severely affect the image of destinations, from the government we are deploying a battery of actions to revive the activity and reactivate the Chilean tourism industry, which remains fully operational throughout the country and with destinations ready to receive tourists."
Zalaquett added that "the campaign we are launching at FITUR 2020 seeks to improve our positioning in such important markets as Latin America, the United States and Asia, and to consolidate the increase in demand in other European outbound markets, especially in countries like Spain, which plays a fundamental role in Chile's promotional strategy.
Spain is, in fact, a key outbound market for Chile: it ranks seventh among the top ten outbound markets, with average stays of 23.1 days, especially during the austral summer, with an overall annual expenditure of 122.3 million dollars.
Sustainability: focus of the new campaign
The campaign that premiered at FITUR 2020 addresses several strategic lines, from the point of view of public policy and promotion, to the development of new tourism destinations, products and services, with sustainability as the driving force.
In terms of public management, the campaign will support and highlight Chile's unique attributes related to its natural landscapes and its people, and the tourism experiences that differentiate it as a destination: astro-tourism, nature and adventure tourism and wine tourism, among others.
It will also promote the country's sustainable tourism offer, which has the S Seal, a label that identifies tourism companies that comply with the global criteria established by the World Tourism Organization.
As specified by the director of the National Tourism Service, Andrea Wolleter, "from the point of view of the tourism offer, the campaign will not only highlight nature and adventure experiences in protected areas such as Torres del Paine, San Pedro de Atacama, Chiloé, Ruta de los Parques, Araucanía, Rapa Nui or Valle del Elqui; it will also focus on gastronomy and wine tourism, together with astro-tourism and immersive visits to indigenous communities".
"Our promotional strategy is aligned with global trends that demand transformative and authentic experiences, and we believe that Chile offers that opportunity to experience an à la carte trip and get to connect with unique environments and with the charm of our people, we are a perfect destination to enjoy," he stressed.
For her part, the executive director of Fundación Imagen de Chile, Constanza Cea, indicated that "the territory is one of the differentiating attributes of Chile's image. We have a geography of striking extremes, where the most arid desert in the world coexists with millenary glaciers; Chile is the whole world in a single country. The identity of Chileans, their talents and resilience, has been forged with the challenges of this wonderful land. We believe it is essential to be present at Fitur, one of the most important tourism fairs, to contribute to our country being preferred as a tourist destination".
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