Chile at WTM Latin America: Diverse Tourism Offerings and Expanding Connectivity
Verónica Pardo Lagos, Chile's Undersecretary of Tourism, details at WTM Latin America the key actions to consolidate the country as a preferred destination for Brazilian travelers
What are Chile's expectations for WTM Latin America 2024?
We come with a clear expectation: to continue building on the excellent performance we're having in the Brazilian market. Today, we have more than 11 direct air routes from different Brazilian states to Chilean destinations, which has generated significant growth, for example, 172% in the Aysén region. Brazilians are increasingly looking to Chile, and we invite them to discover the Pacific, the four seasons, our wine culture, our gastronomy, and the diverse macro-regions we have to offer.
What elements stand out in Chile's participation in the fair this year?
We had a very dynamic stand, with over 50 industry players participating: tour operators, entrepreneurs, regional representatives, and representatives from the wine industry. Wine is one of the biggest draws for the Brazilian market; we are the fourth-largest exporter worldwide, behind only European countries. This combination of wine and snow is highly valued here, but we also offer unique experiences in Patagonia, the Atacama Desert, Santiago, and many other destinations.
What role does air connectivity play in this positioning strategy?
Connectivity has been key. Today, we have direct flights to cities like Brasília, Belo Horizonte, Foz do Iguaçu, Salvador, São Paulo, and Rio de Janeiro, which greatly expands our opportunities. These new routes allow Brazilian travelers to access a diverse, accessible, and high-quality offering in a very short time: we're just a four-hour flight away.
How has the recent tourist season been for Chile?
It's been a very positive season. Brazil's macroeconomic situation has also had a positive impact, allowing more travelers to consider Chile as a destination. Interestingly, Brazilian tourists are now staying, on average, two days longer than before. Our strategy not only aims to encourage them to stay longer, but also to return frequently, as the proximity allows. Instead of traveling to Europe to see fjords, they can find them in southern Chile, along with world-class wines, excellent cuisine, northern beaches, and lakes in both the highlands and the south of the country.