A new perception study conducted by Fundación Imagen de Chile showed that our country is the second best known among our main competitors, being also the best evaluated by Brazilians.
Within the framework of a business meeting between Chile and Brazil organized by ProChile, which is taking place between November 27 and December 1 in the city of Sao Paulo, the Fundación Imagen de Chile published a study in collaboration with the Ipsos agency, to find out how we are perceived by Brazilians.
The report, which evaluated Chile, Argentina, Colombia and Peru, showed that our country is the second best known among its main competitors (after Argentina), and the most highly valued in terms of image. Of the total respondents, 65% said they had a favorable opinion of our country, and only 6% of the general opinion was unfavorable, compared to our trans-Andean neighbor, which, although it is the best known, concentrates the highest unfavorability of 14%.
When it comes to differentiating between Brazilians who have visited our country for vacation or business and those who have not, 80% of those who have been to Chile have a favorable and very favorable opinion, which contrasts with those who have never visited, with a positive opinion of 59%.
Chile: a tourist pole in the region
Based on spontaneous associations in relation to Chile, 39% of those surveyed highlighted it as a great Tourist Pole. According to the study, it is the landscapes and the diversity of its nature that make our country so attractive to Brazilians, mainly the mountains of the Andes, especially in the winter season, and the ski resorts.
"The relevance of this study is that although Chile is not so familiar to Brazilians, it is the best evaluated, where our positioning is above our neighbors. Brazil is our main trading partner in the region and we see that we have solid ground in sectors such as tourism, or Chilean wine itself, installed as an export product," said Rossana Dresdner, executive director of the Fundación Imagen de Chile.
Brazil is our main trading partner in the region and we see that we have solid ground in sectors such as tourism, or Chilean wine itself, installed as an export product," said Rossana Dresdner, executive director of the Fundación Imagen de Chile.
"All of this speaks to how well homework has been done in disseminating our attributes, allowing us to not only identify achievements, but also opportunities and challenges," he added.
Secondly, Culture and Heritage play an important role in the spontaneous positioning of Chile among Brazilians, with 21%, especially for food. Respondents strongly agree that Chile is recognized for its art, culture and heritage, and that cultural products are among those most associated with Chile's export goods.
When asked about export products, 63% consider wine to be the most relevant, especially among people over 50 years of age. Likewise, in this group, national fruit stands out as an exportable good. Meanwhile, those who have visited Chile, in contrast to those who have not, highly value fish and seafood and red and white meats as export products.
Promoting innovation and science
When it comes to Chile's attributes, a significant percentage of respondents show great interest in visiting us, value our attractive nature, the recognition of its art, culture and heritage, as well as the perception of Chile as reliable and safe. However, when consulting those who have already visited us, new attributes emerge. Among these are the promotion of innovation and science (82%), the export of quality food (81%), being an attractive destination for investment and business (78%), and the promotion of gender equality (70%).
Respondents who value the promotion of innovation and science in Chile also appreciate export products such as copper, green hydrogen and lithium, and in the case of younger respondents, timber and forestry products. This is an attribute that places Chile as a country committed to creating scientific solutions in the energy and mining sectors, in line with efforts to move towards sustainability.
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