Servicio Nacional de Turismo (SERNATUR)

Servicio Nacional de Turismo (SERNATUR)
Agency name	Servicio Nacional de Turismo
Native name	Servicio Nacional de Turismo (SERNATUR)
Formed	1978
Jurisdiction	Chile
Headquarters	Santiago, Chile
Chief1 name	Ministerial authority
Parent agency	Ministry of Economy, Development and Tourism

Servicio Nacional de Turismo (SERNATUR) is the statutory national tourism agency responsible for promoting Chile as a tourism destination, coordinating public and private actors, and implementing tourism policy across regional administrations. Established in the late 20th century, SERNATUR operates within the institutional framework of the Ministry of Economy, Development and Tourism (Chile), liaises with regional governments such as the Magallanes and Chilean Antarctic Region government and municipal authorities in cities like Valparaíso, Concepción and Puerto Montt, and collaborates with international organizations including the World Tourism Organization and UNESCO.

History

SERNATUR was created following legislative reforms influenced by policy debates in the Chamber of Deputies of Chile and the Senate of Chile during the 1970s, formalized under executive action linked to cabinets of presidents such as Augusto Pinochet and later administrations including Patricio Aylwin and Michelle Bachelet. Early mandates referenced national development plans and regional planning initiatives led by agencies like the National Forestry Corporation (CONAF) and the Corporación de Fomento de la Producción. Throughout the 1990s and 2000s SERNATUR responded to international trends set by the World Tourism Organization and national crises including the 2010 Chile earthquake by adapting emergency preparedness and recovery measures in coordination with the Onemi and the National Emergency Office. SERNATUR’s evolution reflects shifts in Chilean public administration alongside bilateral agreements with countries such as Argentina, Peru, Brazil and multilateral arrangements with the Organisation for Economic Co-operation and Development.

Organisation and Governance

SERNATUR is structured with a central directorate in Santiago, Chile overseen by a director who reports to officials within the Ministry of Economy, Development and Tourism (Chile). Its governance framework involves coordination with the Regional Government of Aysén, Regional Government of Los Lagos, and metropolitan administrations including Municipality of Santiago, as well as advisory councils that include representatives from associations like the Federación de Empresas de Turismo de Chile and chambers such as the Cámara Nacional de Comercio, Servicios y Turismo de Chile. Institutional oversight intersects with statutory instruments promulgated by the Presidency of Chile and budgetary approvals passed in the Budget of Chile. SERNATUR also engages with academic partners including the University of Chile, Pontifical Catholic University of Chile, and vocational bodies like the Duoc UC for workforce development.

Functions and Responsibilities

SERNATUR’s statutory duties include destination marketing for regions like Atacama Region, Antofagasta Region, Araucanía Region, and Los Ríos Region; certification and support of enterprises from lodges in Torres del Paine National Park to wineries in the Colchagua Valley; and coordination of visitor services during events hosted in venues such as Estadio Nacional Julio Martínez Prádanos and cultural festivals like Fiestas Patrias (Chile). It develops standards in cooperation with agencies like the Superintendencia de Casinos de Juego and participates in regulatory discussions with the Ministry of Public Works (Chile) on infrastructure projects affecting access to attractions such as Rapa Nui and Chiloé Island. SERNATUR also compiles statistics in alignment with international guidelines from the World Tourism Organization and national institutes such as the National Statistics Institute (Chile).

Tourism Promotion and Marketing

SERNATUR conducts international promotion campaigns targeting markets including United States, Germany, China, Argentina, Brazil, United Kingdom, and France, leveraging partnerships with airlines like LATAM Airlines and tour operators such as Catai and Kuoni. Campaigns highlight product niches—wine tourism in Maipo Valley, adventure tourism in Torres del Paine National Park, cultural tourism on Rapa Nui, and gastronomic routes in Valparaíso—and utilize events like the Santiago a Mil International Festival, trade fairs such as FITUR, and expos including the ITB Berlin to engage stakeholders. Collaborations with bodies like the Chilean Wine Corporation and the National Tourism Chamber support branding initiatives while digital strategies reference analytics standards used by the Organisation for Economic Co-operation and Development.

Regional and Local Offices

SERNATUR maintains regional offices across Chile’s administrative regions, coordinating with regional development agencies like the Regional Government of Tarapacá and municipal tourism offices in localities such as Iquique, La Serena, Pucón, and Puerto Varas. Regional offices implement programs adapted to contexts from the Atacama Desert to the Patagonia corridor and work with protected-area managers from CONAF and archaeological authorities linked to sites like Rapa Nui National Park. They assist small and medium enterprises, linking them with finance sources including the Production Development Corporation (CORFO) and training institutions such as the Servicio Nacional de Capacitación y Empleo.

Policies and Programs

SERNATUR designs policy instruments addressing sustainable tourism, quality certification schemes, and contingency planning, coordinating with environmental regulators like the Ministry of the Environment (Chile) and international frameworks promoted by the United Nations Environment Programme. Programmatic efforts include community tourism initiatives in indigenous territories involving organizations such as the Mapuche people’s community councils, rural development schemes funded through the Inter-American Development Bank, and capacity-building courses delivered with universities like the Austral University of Chile. It also administers grant programs that intersect with national strategies such as the National Tourism Strategy of Chile and regional competitiveness projects financed through the Regional Economic Development Fund.

Impact and Criticism

SERNATUR is credited with raising international visibility for destinations from Easter Island to Patagonia, contributing to inbound arrivals and partnerships with carriers like Sky Airline and hospitality brands including Explora. Critics point to tensions over overtourism at sites such as Torres del Paine National Park and Rapa Nui National Park, disputes over infrastructure priorities involving the Ministry of Public Works (Chile) and local communities, and calls from civil society organizations including environmental NGOs and indigenous rights groups for stronger safeguards and benefit-sharing. Evaluations by bodies like the Office of the Comptroller General of the Republic of Chile and academic studies from institutions such as the Catholic University of Valparaíso have recommended reforms in transparency, stakeholder participation, and regional equity.

Category:Tourism in Chile Category:Government agencies of Chile