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| Chilean Tourism Board (SERNATUR) | |
|---|---|
| Name | Chilean Tourism Board (SERNATUR) |
| Native name | Servicio Nacional de Turismo |
| Formed | 1978 |
| Headquarters | Santiago |
| Jurisdiction | Chile |
| Parent agency | Ministry of Economy, Development and Tourism (Chile) |
Chilean Tourism Board (SERNATUR) is the national body responsible for promoting Chile as a tourist destination and regulating aspects of the tourism industry. Established in the late 20th century, it operates within the framework of the Ministry of Economy, Development and Tourism (Chile) and interfaces with regional authorities such as the Regional Government of Magallanes and Chilean Antarctica and municipal governments like Municipality of Santiago. SERNATUR coordinates with international organizations including the World Tourism Organization and bilateral partners such as the Embassy of Chile in Washington, D.C. to align promotion, standards, and statistical reporting.
SERNATUR was created during the administration of Augusto Pinochet in 1978 to centralize tourism promotion and oversight, succeeding fragmented provincial efforts including initiatives in Valparaíso and Temuco. In the 1980s and 1990s it worked with entities such as the Corporación de Fomento de la Producción and the Comisión Nacional de Investigación Científica y Tecnológica to develop infrastructure projects in areas like Easter Island and the Atacama Desert. During the administrations of presidents Patricio Aylwin and Ricardo Lagos SERNATUR expanded cooperative programs with the Inter-American Development Bank and the World Bank to support ecotourism in Chiloé Island and cultural routes in Valdivia. Post-2010 reforms under Sebastián Piñera emphasized international marketing alongside regional tourism strategies in provinces such as Los Lagos and Aysén Region.
SERNATUR functions under the oversight of the Ministry of Economy, Development and Tourism (Chile) with a national director appointed by the minister, interacting with regional directors in zones like Antofagasta Region and Maule Region. Its governance framework references national instruments such as the Law of National Monuments (Chile) when coordinating with agencies like the National Monuments Council (Chile) and the Servicio Nacional de Pesca. Inter-agency coordination includes partnerships with the National Tourism Service of Argentina counterparts at border crossings near Paso Internacional Los Libertadores and transnational corridors like the Pan-American Highway. SERNATUR’s advisory boards have included representatives from industry associations such as the Chamber of Commerce of Santiago and unions like the Confederation of Tourism Workers.
SERNATUR is charged with destination marketing, statistical reporting, product development, and quality standards across Chilean destinations including Torres del Paine National Park, Easter Island, San Pedro de Atacama, and urban centers like Santiago de Chile. It compiles tourism statistics in coordination with the National Statistics Institute (Chile) and advises ministries including the Ministry of Public Works (Chile) on infrastructure that affects access to sites such as Carretera Austral and Paso Jama. SERNATUR liaises with cultural institutions like the Museo Nacional de Bellas Artes and conservation bodies such as CONAF on sustainable tourism in regions like Patagonia and the Juan Fernández Islands.
SERNATUR administers certification programs and grant schemes for initiatives in rural tourism in areas like Colchagua Valley and adventure tourism in Pucón. It has run campaigns to support heritage tourism in Iquique and community tourism projects with organizations such as Fundación Imagen de Chile and local cooperatives in Chiloé. SERNATUR’s resilience and recovery programs have targeted post-disaster tourism recovery after events like the 2010 Chile earthquake and wildfires affecting O'Higgins Region. It also partners with international bodies like the United Nations Development Programme on sustainable tourism pilots in biodiversity hotspots including the Biosphere Reserve of Rapa Nui.
SERNATUR leads country-brand campaigns and coordinates participation at global events such as the World Travel Market and the ITB Berlin. It collaborates with foreign missions like the Embassy of Chile in Berlin and national carriers including LATAM Airlines to create air route promotion. Campaigns spotlight diversified offerings from the Elqui Valley to Cape Horn, and SERNATUR works with tour operators such as National Geographic Expeditions and regional promoters like Patagonia Adventure to target markets in the United States, China, Germany, United Kingdom, and Brazil. It also maintains ties with hotel associations including the Chile Hotel Association and cruise stakeholders that operate near ports like Valparaíso and Puerto Montt.
While regulatory authority is shared with other agencies, SERNATUR oversees quality registries and voluntary certification schemes for tour operators and guides working in destinations such as Punta Arenas and Viña del Mar. It coordinates licensing discussions with bodies like the Superintendence of Industry and Commerce (in international collaboration contexts) and local maritime authorities for activities in the Chilean Sea. SERNATUR contributes to policy instruments related to accessibility standards for sites like Centro Histórico de Concepción and safety protocols applied near volcanoes such as Villarrica Volcano.
SERNATUR has contributed to visitor growth in flagship areas such as Torres del Paine National Park and San Pedro de Atacama, supporting local economies in Magallanes Region and Antofagasta Region. Criticisms have addressed overtourism in fragile environments like Rapa Nui and infrastructure shortfalls highlighted after crises like the 2017 Chilean wildfires. Stakeholders including indigenous groups such as the Mapuche people and environmental organizations like Greenpeace have urged stronger conservation measures and more equitable benefit-sharing. Academic analyses from institutions like the Pontifical Catholic University of Chile and University of Chile have evaluated SERNATUR’s statistical methods and policy impacts, prompting calls for deeper regional planning in collaboration with bodies such as the Regional Development Agency.