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Chile launches new global tourism campaign

SERNATUR debuts new international tourism campaign at FITUR 2020

SERNATUR, the National Tourism Service of Chile, launched its new international tourism campaign at this year’s global tourism convention FITUR.




With the slogan “Chile, Where the Impossible is Possible”, the campaign addresses several strategic focuses, from public policy and promotion, to the development of new destinations, products and tourism services. 


The campaign seeks to relaunch the destination, focusing on sustainable development and the wide range of outdoor and adventure experiences available in Chile. The campaign will highlight Chile's natural scenery, as well as tourism experiences including astrotourism, nature and adventure tourism and wine tourism.

Additionally, it will promote the country’s sustainable tourism products marked by the ‘S’ seal, a label that identifies tourism companies that meet the WTO’s global sustainable tourism criteria.  


Programmes with local communities will also be created and expanded to support sustainable businesses that provide a complementary offering of accommodation and activities focused around nature and wildlife, gastronomy, sport, archaeology, culture, wine tourism and astrotourism.


Atacama Desert


Director of the National Tourism Service, Andrea Wolleter said: “The campaign will not only highlight outdoor and adventure experiences in protected areas, such as Torres del Paine, San Pedro de Atacama, Chiloé, Ruta de los Parques, Araucanía, Easter Island and Valle del Elqui, it will also focus on gastronomy and wine tourism, as well as astrotourism and indigenous community immersion travel.”

“Our promotion strategy is aligned with global trends that demand transformative and authentic experiences,” she said.  


The Executive Director of Imagen de Chile, Constanza Cea, said: “The land is one of the key distinguishing attributes of Chile's image. We have a stunning geography of extremes, home to both the driest desert in the world and thousand-year-old glaciers. The land is an important part of both our past and future and we invite guests to see this for themselves.”


To see the new campaign, visit


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Published: 11 February 2020

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