Endless journeys finishing with wine: how to sell Chile to millennials
Katherine MastersCristóbal Benitez, national director of Sernatur, the government institution promoting tourism to Chile, gives an update on the destination’s targets markets, while Audley Travel shares news of its incredible new journey
Can you explain more about Chile’s new ’Endless Journey’ strategy?
Leveraging our new Infinite Journey marketing strategy, we want to focus on Chile’s communities, where experiences are brought to the spotlight through local people. We will also continue to position Chile as a nature destination by championing sustainability and diversity that can be found across the country.
Why is Chile a good choice for outdoor adventure clients?
Chile is an ideal choice for outdoor adventures due to its diverse geography, ranging from the rugged Andes mountains to the pristine coastline and otherworldly landscapes. Specific examples of outdoor adventures include trekking in Torres del Paine National Park, where clients can embark on multi-day treks amidst stunning glaciers, turquoise lakes, and towering granite peaks. In the north, visitors can experience the otherworldly beauty of the Atacama Desert through activities such as sand boarding, stargazing, and exploring geysers and salt flats. We even have wilderness expeditions in remote regions of Patagonia, where adventure seekers can hike through ancient forests, kayak among fjords, and witness breathtaking wildlife encounters.
Where’s recommended for stargazing in Chile?
Chile offers unrivalled opportunities for astro tourism, thanks to its clear skies, low light pollution, and world-class observatories. Some of the best places for stargazing and astronomy experiences include Elqui Valley. Located in northern Chile, the valley is renowned for its clear skies and observatories, offering visitors the chance to witness mesmerising celestial phenomena. The Atacama Desert also boasts some of the clearest and darkest skies on Earth, making it an ideal destination for stargazing tours and astronomical observatories.
Which markets are contributing the biggest growth to Chile’s tourism industry?
According to data prior to the Covid pandemic, solo travellers represented 39% of foreign tourists, while couples represented 33% of the total. Regarding ages, the majority were between 25 and 39 years old.
How is Santiago, Chile’s capital, evolving as a tourist destination?
Santiago is becoming a dynamic and cosmopolitan tourist destination, with developments in hotels, dining, neighbourhoods, and cultural attractions. San Cristobal hill offers amazing views of the city, and is a popular location to walk and practise sports; the historical quarter is a great place to enjoy the city’s architecture and learn more about its history; the Bicentenario Park is somewhere to relax with its small lakes and picnic areas; and the tourist neighbourhoods of Barrio Lastarria and Barrio Italia are charming to explore. Furthermore, agents might want to recommend our wine experiences. The vineyard area near Santiago has more than 35 vineyards open to tourists, where you find wine tasting, bicycle and horseback riding activities, and local events, such as the Fiesta de la Vendimia, at the end of the harvest season (March/April).
What’s the state of play with regard to airlift from the UK?
Currently from the UK there are four direct flights per week with British Airways from Heathrow to Santiago and multiple other routes via Madrid, Sao Paulo or Bogota with Iberia, Latam and Avianca.
How can agents improve their knowledge of Chile?
For general destination information, agents can visit chile.travel/en or to watch some interesting content, visit @chiletravel on YouTube. This year Chile Travel has planned a number of activities to help agents build their knowledge of the destination.
New Audley Travel and Explora tie-up
This year Audley Travel has added Explora’s new Travesia journey to its Latin American programme. The itinerary connects Chile’s Atacama Desert to the Uyuni salt flats in Bolivia, traversing one of the remotest regions on the planet.
Clients travel in a 4x4 with their own expert guide and local driver, staying two nights in Explora’s Atacama lodge, one night each at different mountain lodges, and two nights at Jirira lodge in the Uyuni salt flats. These are peaceful bases that have been established in partnership with local families, and designed to blend in with their natural surroundings as much as possible.
The seven-day private journey explores three different altitude zones, and the schedule is designed around clients’ choices and preferences – hiking, overland van trips and cycling are all on offer, as well as stargazing opportunities.
Laura del Pino, senior product executive for Chile at Audley Travel, said: “Atacama and Torres are the top-selling areas in Chile for Audley, and we continue to expand our product offering there, as well as elsewhere in the country. At the top end of the market, it was great to see Explora’s new Travesia journey launch – it’s an excellent option for our clients who want to explore from this area.”
Andy Tanaka, Audley Travel specialist for Chile adds: “The visibility of the stars [in northern Chile] is truly stunning. You can really see the subtleties of the galaxies, and when combined with telescopes you get a sense of the vast nature and beauty of space.”
Book it: A 12-day tailor-made trip with Audley Travel costs from £13,500 per person (based on two travelling) with three nights in Santiago and six nights with Explora. Price includes flights, transfers, accommodation on a B&B basis in Santiago and fully inclusive with Explora; audleytravel.com/chile
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