The Port of Arica presented the renovation of its Comprehensive Tourist Center (CTI), a passenger reception area that now features a graphic design consistent with the country's narrative. The development was carried out in conjunction with the Southern Cone Ports Corporation, which brings together the country's main cruise terminals.
The milestone coincided with the arrival of the Aurora, one of the most important ships of the season, with more than two thousand passengers on its last stop in Chile.
Under the concept "Joy has come to port," the venue was equipped with a signage and environmental graphics system that combines elements of the country's narrative with elements specific to the north, inspired by the colors and shapes of the Andean Carnival with the Force of the Sun. The proposal projects energy, identity, and closeness from the first contact with the territory.
The president of the Southern Cone Ports Corporation, Juan Marcos Mancilla, said that "this launch represents a significant step forward in consolidating a common identity at cruise ship terminals, projecting a coherent image of the country that respects the identity of each territory." He also highlighted the interest in extending this experience to other parts of the country, strengthening the impact of maritime tourism on local development.
For his part, Jorge Cáceres, general manager of Empresa Portuaria de Arica, stated that "it was essential that this gateway reflect both the image of the country and the identity of Arica. 'Joy has arrived at the port' deeply interprets us and projects the spirit with which we welcome those who visit us."
Meanwhile, the regional governor of Arica and Parinacota, Diego Paco Mamani, emphasized that tourism is a strategic focus for the area and that initiatives like this help strengthen infrastructure, planning, and the challenge of attracting more visitors in the future.
The image of Chile from the port
The project included the design of a comprehensive system of signage, iconography, and photo spots, with criteria aimed at ensuring clarity, visual consistency, and permanence over time.
"We designed a narrative and graphic system that articulates the country's story with Arica's own identity, using clear iconography and a color palette inspired by its carnival. Each element was designed to ensure that the experience is orderly, accessible, and coherent from the outset, helping to project a positive image of Chile, which is what we want tourists to take away with them," explained Fernanda Villalobos, project manager at Marca Chile.
With this implementation, Arica becomes the second terminal in the country to formally integrate these guidelines into its infrastructure, continuing the work previously carried out with the Puerto Montt Port Authority.
