Bariloche strengthens its historical ties with Brazil and is betting on new generations of travelers
Erick Guzmán, president of Emprotur Bariloche, participated in WTM Latin America, where he highlighted the importance of the Brazilian market, investments in the destination, and the year-round tourism offerings
What are Bariloche's goals and expectations for Brazil, a strategic market for you?
Without a doubt, it's our most important market. While we rely heavily on tourism from the City and Province of Buenos Aires, Brazilian tourism is fundamental. There's a relationship that goes beyond economics: it's part of our history and our hearts. Tourism in Bariloche wouldn't be the same without Brazil. It's a connection of over 50 years; many Brazilians learned to ski there, and although they later traveled the world, they started in Bariloche. We continue working to welcome them and for them to keep choosing us.
They're running an activation in the Experience Zone to promote Bariloche's DNA. What can you tell us about it?
Exactly. There's a lot of activity, and we're at a pivotal, even historic, moment. Significant growth is coming to Cerro Catedral, along with new investments in hotel infrastructure and other initiatives that we'll be presenting gradually.
Beyond promoting snow, Bariloche is a destination to be enjoyed year-round. How do you approach this concept?
That's right. Our proposal is "Bariloche 365." It's not just about overcoming seasonality, but about highlighting the excellent offerings throughout the year. We have a vibrant autumn, an extraordinary spring, and numerous outdoor activities, which are among the destination's greatest attractions.
It's also a destination designed for everyone…
Absolutely. It's a destination for all tastes and budgets, with activities for the whole family. We just celebrated the National Chocolate Festival, which is a very family-friendly event: the kids invite their parents, they enjoy the Easter egg and bunny, and they create lasting memories.
That experience also creates a long-term connection with the destination, right?
Yes, absolutely. Many who come as children later return for their graduation trip and then come back as parents with their own children. We're even talking about new generations now, with the children and grandchildren of those first visitors. That's why it's also key to continue attracting new generations of skiers.