Before more than 130 people, including local authorities, union representatives, academia and citizens in general, the National Tourism Service carried out its Participatory Public Account in the city of San Fernando, O'Higgins Region. At the event, the national director Cristóbal Benítez presented the main achievements and advances made last year by Sernatur.
The authority valued the achievements achieved during 2023 and noted that "we will continue working to make tourism an engine of sustainable development for Chile, benefiting local communities and the country's economy as a whole."
On the occasion, Benítez highlighted the efforts made to recover tourism levels prior to the pandemic, through an international marketing plan that emphasized promotion in strategic markets, meeting tourism, press and influencer trips, among other actions.
Regarding promotional actions, the institution's work focused on contributing to the increase in inbound tourism, recovering, training and consolidating the international commercial chain in the sale of the Chile destination. In addition, campaigns aimed at target markets were carried out and internal tourism campaigns were strengthened, through segmented strategies focused on holidays, vacations and excursions.
An important point that the national tourism authority highlighted was the progress in social tourism programs (today domestic tourism programs). In 2023, Sernatur implemented a direct travel marketing modality through agencies and expanded the scope of the programs through an exclusive modality for women, within the framework of the Family Tourism program.
On the other hand, during the past year, Sernatur also strengthened the sustainable management of prioritized tourist destinations, deepened the delivery of tools for municipal tourism management and achieved concrete progress in terms of gender, accessibility and inclusion.
Challenges for 2024: reactivation, promotion, quality and sustainability
Sernatur, in addition, today announced its main challenges for the management of the year 2024, which will focus on the reactivation of the tourism sector, national and international promotion strategies, strengthening of domestic tourism, improving the quality of tourism services and making informed decisions for the sustainable development of tourism.
A substantial aspect that Cristóbal Benítez highlighted was the regulation of tourist services. “We are aiming to strengthen the National Registry of Tourist Service Providers, incorporating more and new types of services. Likewise, we will improve the service standards that we offer to tourists, we will begin the process of updating and developing technical standards for adventure tourism together with the National Institute of Standardization (INN), in order to reduce the risks in the activities carried out," detailed the national director of Sernatur.
Source: SERNATUR.