Within the framework of the official visit of the President of Brazil to Chile, the Brazilian Agency for International Tourism Promotion (Embratur) and the Fundación Imagen de Chile (FICH) signed a cooperation agreement to strengthen the promotion of the image of both countries on the international scene.
The agreement, called "Memorandum of Understanding" (MoU), is the first of its kind between the two entities and was signed in a protocol ceremony at La Moneda Palace by Marcelo Ribeiro Freixo, Director-President of Embratur, and Rossana Dresdner, Executive Director of Imagen de Chile.
The agreement establishes a commitment to exchange best practices and develop joint activities to strengthen the image of Chile and Brazil at the international level. Over the next 180 days, a plan will be developed that will include specific promotional actions in the areas of tourism, culture, trade and investment. Among the priority areas of collaboration are support at international fairs and events, the development of joint marketing campaigns, the exchange of information and experiences, and the training of professionals in the promotion of the country's image. The MoU also encourages reciprocal support and the exchange of experiences within the framework of the Ibero-American Country Brand Council (CIMAP), seeking to strengthen regional cooperation in the area of country image.
"The signing of this agreement represents a very important and innovative opportunity for Chile and Brazil, not only to strengthen our country brands, but also so that together we can promote regional initiatives," said the executive director of FICH. "I think the novelty of this is that it is generally thought that our country branding work is essentially competitive, but this agreement shows that it can also be collaborative, based on objectives that transcend our respective countries," she added.
Meanwhile, the Embratur representative highlighted the immediate impact on tourism. "In 2023 we will register a record number of tourists between Brazil and Chile and this agreement will allow us not only to increase the flow of tourists between our countries, but also to share our experiences and strategies in international promotion".
Chile and Brazil have had a strong and multifaceted bilateral relationship for more than 180 years. The Cariocas are one of Chile's main trading partners in Latin America, with trade ranging from agricultural products to advanced technology. In terms of tourism, the flow is mutual. Every year, some 550,000 Brazilians visit Chile, while in 2023, more than 455,000 Chilean tourists traveled to Brazil. In addition, cultural cooperation between the two nations has grown through artistic exchanges, festivals and joint educational programs.
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