Chile is participating in ITB Berlin, one of the most important tourism events on the world trade fair circuit, which is being held in the German capital from Tuesday to Thursday, March 6. This year, the country is presenting itself to the world as a global tourism epicenter, as it will host various international events and welcome thousands of visitors who will be able to see the spectacular natural landscapes and tourist attractions that Chile has to offer.
Undersecretary of Tourism, Verónica Pardo, explained that Chile is part of ITB Berlin 2025 in order to continue positioning itself in the international market, especially in the German market, which is an important source market for our country, with a number of arrivals that confirms its international popularity as a tourist destination.
“In 2024, we managed to welcome 5,239,233 foreign tourists, which represents a growth of 40.4% compared to 2023 and 15.96% compared to 2019. Long-distance tourists are indispensable, not only because of the average length of stay in the country, but also because they promote cultural exchange and appreciation of our diversity. We are also committed to sustainable tourism that supports balanced development, protects ecosystems, promotes responsible practices and creates real benefits for local communities,” said the authority.
The European market is a priority in Chile's promotion strategy as a tourist destination, especially Spain, Germany, France and England. For this reason, participation in international travel fairs is important to promote the unique attractions that the country has to offer to foreign visitors and to meet partners in the travel industry.
In this regard, the national director of Sernatur, Cristóbal Benítez, highlighted the importance of the European market for Chile, in particular, the German one. The director explained that “last year, we recorded 440,380 arrivals of European tourists, of which 66,599 came from Germany, being the third country with the highest number of arrivals from the Old Continent. These figures show a sustained increase since 2023, a trend that continues during the first month of 2025 with a twelve-month increase of +9.7%, so we are working to maintain this interest. For this, we will be present at ITB together with a large delegation, with the firm objective of strengthening commercial alliances between both countries.”
Chile at ITB 2025
ITB Berlin is an innovative platform at the forefront of the tourism industry since 1966. The travel trade fair and convention brings together the main players in the sector from around the world, both in person and online.
During the three days of ITB Berlin, Chile will be represented by 23 co-exhibitors: six accommodation companies, fourteen incoming agencies, two cruise operators and a car rental company; national players that will provide information and showcase the offer of Chile and its different macro-zones.
Chile's calling cards in the European market are its highly recognised macro-zones: in the north, the Atacama Desert, the high plateau, the Chinchorro heritage route and valleys ideal for astrotourism stand out; in the central zone, Santiago, Valparaíso and wine-growing areas; in the south, rivers, lakes and volcanoes adorn the landscape; while in the southern zone, glaciers and the famous Torres del Paine dazzle with their beautiful Patagonian landscapes; and finally the island zone with Rapa Nui and the Juan Fernández and Chiloé archipelagos.
Chile to host international events in 2025
Chile’s popularity is reflected not only in the growing number of visitors, but also in its attractiveness for international events. 2025 is a very special year for the country, as from October 13 to 16, the city of Puerto Natales in Patagonia will host the annual summit of the Adventure Travel Trade Association (ATTA), which brings together tour operators, professionals and experts in adventure tourism from around the world, an event that will attract more than 800 visitors from around the world.
Chile will also host the first UN Tourism Gastronomic Forum for the Americas, an event where local cuisine will be the protagonist and which is expected to bring together key players in the sector worldwide and regional authorities. The date and venue are yet to be confirmed.
In addition, other niche events will be held, such as the one that will be hosted by Viña del Mar, which will become the meeting point for barbecue lovers, with the Intercontinental BBQ Championship 2025, which will host 80 teams from 40 countries.
Sernatur director Cristóbal Benítez said that “Chile will become a great platform in 2025 to promote experiences and learn about the latest trends in the sector, which in turn will allow us to foster the exchange of good practices with a sustainable approach to national destinations. In addition, hosting important events will bring considerable benefits in the tourism and economic spheres for our country, as we will receive thousands of visitors who will come to the country.”
Each of the events that will take place during 2025 is essential to continue positioning Chile as an attractive and diverse destination.
Source: SERNATUR.