National Tourism Strategy of Chile
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| National Tourism Strategy of Chile | |
|---|---|
| Title | National Tourism Strategy of Chile |
| Jurisdiction | Chile |
| Adopted | 2010s–2020s |
| Responsible | Undersecretariat of Tourism (Chile) |
National Tourism Strategy of Chile The National Tourism Strategy of Chile is a policy framework designed to coordinate tourism development across Chile, align public and private actors, and position Chile within global tourism markets. It articulates objectives spanning sustainable development, regional diversification, cultural heritage, and international promotion while interfacing with ministries and agencies responsible for economy-related planning, environmental stewardship, and infrastructure. The Strategy guides initiatives affecting destinations from Easter Island to Magallanes Region and engages stakeholders including regional governments, private associations, and international partners.
Overview and Objectives
The Strategy sets objectives to increase international arrivals to destinations such as Santiago, Chile, Valparaíso, Patagonia, and Rapa Nui while promoting experiences in Atacama Desert, Chiloé Archipelago, and Lake District, Chile; it emphasizes sustainable practices linked to Torres del Paine National Park, Conguillío National Park, and Lauca National Park. Objectives prioritize diversification across Antofagasta Region, Coquimbo Region, Biobío Region, and Los Lagos Region and aim to integrate cultural assets like Palacio de La Moneda, Museo Nacional de Bellas Artes (Santiago), and Pablo Neruda houses into tourism value chains. The Strategy targets economic outcomes including job creation in sectors associated with Hospitality, marshalling investments tied to Compañía de Turismo projects and public-private partnerships involving organizations such as Chile Travel and regional tourism boards.
Historical Development
Policy formation drew on earlier initiatives under administrations of presidents such as Michelle Bachelet and Sebastián Piñera and involved institutions like the Ministry of Economy, Development and Tourism (Chile) and the Undersecretariat of Tourism (Chile). Influences included international frameworks from United Nations World Tourism Organization programs and cooperation with agencies like Inter-American Development Bank in capacity-building efforts for regions including Araucanía Region and Los Ríos Region. Pilot projects in the 2000s around Valle del Elqui and recovery efforts after the 2010 Chile earthquake informed resilience measures; later phases incorporated commitments from accords such as those negotiated with World Travel & Tourism Council and multilateral funding from CAF – Development Bank of Latin America.
Strategic Priorities and Policies
Priority policies emphasize sustainable tourism, cultural heritage conservation for sites like Rapa Nui National Park and Valparaíso Historic Quarter, biodiversity protection in Humboldt Penguin National Reserve, and climate adaptation in Patagonian Ice Fields. Economic policies target competitiveness and infrastructure linking Comodoro Arturo Merino Benítez International Airport to domestic routes, enhancing rail corridors near Puerto Montt and maritime access in Iquique and Punta Arenas. Social policies aim at inclusion of indigenous communities such as the Mapuche, Aymara, and Rapanui through benefit-sharing frameworks tied to legal instruments like Chilean regional statutes and cultural patrimony protections administered by Consejo de Monumentos Nacionales (Chile). Regulatory measures involve standards for accommodation operators, certification linked to Sustainable Tourism labels, and emergency preparedness protocols aligned with agencies like Onemi.
Institutional Framework and Governance
Governance rests with the Undersecretariat of Tourism (Chile), coordinated with the Ministry of Economy, Development and Tourism (Chile), the Servicio Nacional de Turismo (SERNATUR), and regional governments in Tarapacá Region, Ñuble Region, and Maule Region. Partnerships involve private-sector stakeholders including the Federación de Empresas de Turismo de Chile and chambers of commerce in Valparaíso and Antofagasta. International cooperation channels engage UNWTO, World Bank, and bilateral partners such as Spain and Canada for technical assistance; oversight mechanisms include interministerial committees composed of representatives from Ministry of Public Works (Chile), Ministry of Culture, Arts and Heritage (Chile), and environmental regulators like the Ministry of the Environment (Chile).
Regional and Thematic Tourism Development
Regional strategies customize priorities for zones: wine tourism in Colchagua Valley and Maipo Valley integrates vineyard estates and wineries like those near Santa Cruz; adventure and eco-tourism in Aysén Region and Magallanes Region leverage glaciers and fjords; cultural routes in Easter Island connect archaeological sites such as Moai and intangible heritage tied to Rapa Nui language. Thematic development includes culinary tourism spotlighting products like pisco and seafood from Caleta Portales, astronomy tourism in Cerro Tololo Observatory and ALMA Project, and marine tourism focused on Juan Fernández Islands and cetacean-watching near Chiloé.
Marketing, Promotion, and International Cooperation
Promotion campaigns are delivered through Chile Travel branding, partnerships with airlines like LATAM Airlines and tour operators in Europe, North America, and Asia; media strategies use trade fairs such as FITUR, ITB Berlin, and World Travel Market to attract visitors. Cooperation agreements with tourism boards in Argentina, Peru, and Brazil support cross-border circuits including Carretera Austral and trans-Andean routes via passes like Paso Los Libertadores. Digital promotion emphasizes platforms used by Tripadvisor, Booking.com, and social media channels leveraging influencers linked to destinations such as San Pedro de Atacama.
Implementation, Monitoring, and Evaluation
Implementation relies on multi-year plans monitored by metrics including arrivals at Santiago International Airport, spending in destinations like Vina del Mar, and conservation indicators in protected areas under CONAF (Chile). Evaluation frameworks incorporate baseline studies conducted with Universidad de Chile, regional universities in Concepción and Valdivia, and private consultancies; adaptive management uses periodic reviews coordinated through the Undersecretariat of Tourism (Chile) and reports to legislative bodies including the Chamber of Deputies of Chile and the Senate of Chile. Continuous stakeholder engagement involves forums with indigenous organizations, hotel associations, and transport unions to recalibrate priorities in response to crises such as pandemics and natural disasters.