The positioning strategy is the result of collaborative work between different regional, public and private institutions. During the milestone, an alliance with the Fundación Imagen de Chile was announced, with a view to strengthening the regional image and adding local entrepreneurs to the Made By Chileans Program.
The O'Higgins region was recognized by The New York Times as one of the 52 places to visit in 2024, for its tourist, heritage and productive attractions. In this context, the region relaunched its regional brand, confident of positioning the sixth region internationally as a tourist and cultural destination.
From the Sewell mining camp, a World Heritage Site, at more than 2,000 meters above sea level and with a snowy mountain range in the background, the Seremi of Economy, Darío García, highlighted the progress of the strategy "O'Higgins Region, the natural thing is to come", the result of collaborative work between the public and private sectors.
In this new stage, it was announced the signing of a strategic alliance with the Fundación Imagen de Chile, which aims to enhance the image of O'Higgins under the eave of Marca Chile and add local companies and entrepreneurs as licensees of the Brand Use Program Made By Chileans. "The presence of Imagen de Chile is part of the consolidation of the work that brings together the efforts of all sectors, with a view to promoting the values of diversity, inclusion and cooperativism for the consolidation of the O'Higgins Region as a tourist destination," he stressed.
For her part, the executive director of Imagen de Chile, Rossana Dresdner, highlighted the role played by the regions in building the image we project to the world. "The country's image is built from a regional perspective. Each region is an essential link in the image of our nation, and it is through that collective history of diversity, humanity, achievements and hopes that we can tell the real Chile," she said.
Meanwhile, the president of Chile Sertur and member of the board of Imagen de Chile, Evelyn Henríquez, valued the importance of the creation of regional brands and the role of the Foundation in this task. "Everything that Marca Chile is doing in terms of the international promotion of the country must go hand in hand with local strategies," she said.
"For us, the regional brand is part of what we have been building as a proposal, not only in the tourism field, but also in reflecting the identity, values and attributes that we have as a region and that we want to show to the world," added the regional director of Sernatur, Carlos Escobar.
Among the attributes that are now recognized in the region is its winemaking tradition, with vineyards that stand out internationally for their quality and sustainable commitment. Likewise are its efforts to promote rural tourism, which in 2023 led to the town of Barrancas being awarded by UN Tourism's Best Tourism Villages.
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