Chile promotes "wow factor" to lure trendier traveller

Chile promotes "wow factor" to lure trendier traveller
By admin


Chile is seeking to reposition itself in the eyes of the Australian traveller as it homes in on the “trendy” flashpacker, in addition to its traditional 50 plus market.

In Sydney for Turismo Chile’s first solo roadshow event, Asia Pacific market manager Pablo Retumal confirmed the destination has its sights firmly set on the Australian market, doubling its local marketing budget as it seeks to capitalise on improved air access and a growing trend for increasingly experiential holidays.

There are now nine weekly flights from Australia to Santiago with visitor numbers also significantly on the rise, up to 45,000 per year from 37,000 just two years ago and a rise of 19% already seen in the first five months of this year.

But, while current efforts which largely target the well-off 50 plus market seem to be delivering rewards, Chile is looking to broaden its demographic.

“As a tourism board we obviously need to continue encouraging that – it’s a very good market. But we also need to start becoming more trendy as a travel destination and trendiness obviously happens in a younger age category,” Retumal told Travel Today.

The flashpacker market in search of something different will therefore be an important target for its promotional efforts going forward, Retumal revealed.

“We’re talking about the guy who is remembering the days of backpacking around Asia and wantas to do a similar trip, but now he has a credit card and can pamper himself along the way,” he said.

“That’s the kind of market that we want to open up again and we think we’re a perfect destination for that.”

Retumal highlighted the destination’s main appeal as its culture, food, wine and its range of contrasting landscapes from the extremes of the Atacama desert to those of Patagonia. But it has work to do to position any of its attractions as a South American icon in the eyes of the Australian consumer.

“When people think of Chile, they probably have the wrong image in their head,” he admitted.

“We can’t expect people to go to South America now and not want to see Machu Picchu, or Rio or Buenos Aires, but what we’re saying is that on the way to all of those highlights, you have to go through Chile, so get off that plane and you’re going to find something amazing,” he said.

Little by little, he is optimistic that those that sample what Chile has to offer will return, perhaps for a standalone holiday.

The growing trend for experience-based holidays as opposed to traditional flop and drops is also working in the destination’s favour, he continued.

“In the 80s holiday, wasn’t about culture it was about going to a beach, sitting there and getting a whole bunch of pina coladas served all inclusive,” he said.

People are now searching for holidays with the “wow factor” instead, making now the ideal time for Chile to promote its lesser known attractions and its offerings in adventure and wine tourism – both considered a good fit for the Australian market.

Latest News

  • Conferences
  • Travel Agents

Emotional Travellers Choice Conference that wasn’t hard to bear

If Day 1 of the 2024 Travellers Choice Conference in Sydney, the first in the Harbour City for 25 years, was filled with laughter and cocktails then Day 2 of “Travelution” was an emotional roller coaster. Travellers Choice MD and new ATIA chair Christian Hunter opened the three-day conference by announcing two new initiatives. In […]

  • Hotels
  • Luxury

Accor announces the signing of Sofitel Sapa Hotel and residences

Accor has announced the signing of Sofitel Sapa Hotel & Residences, a landmark luxury development set to bring Sofitel’s French elegance to the highlands of Northern Vietnam. The project is a combination of 176 rooms and 436 branded residences. It is expected to open its doors in 2030, making another milestone in the expansion of […]

  • Events

ICC Sydney celebrates 100 events in record-breaking year

International Convention Centre Sydney, managed by ASM Global, is set to break the record for number of live events in a single year with 100 shows. The James Blunt concert taking place on 23 November marks the venue’s 100th live entertainment event in a single year. To celebrate this historic achievement, ICC Sydney is giving […]

  • Travel Agents

Last chance to win Globus family of brands’ $1K a Day Giveaway

Agents are reminded they can still enter an unmissable giveaway by making a deposited booking with Globus, Cosmos and Avalon Waterways for departures in 2025. The trade incentive will remain open to agents until 30 November. To take advantage of the offer, agents simply need to make a deposited booking with either Avalon Waterways, Globus […]

  • Events

Intrepid Travel champions responsible business at UN Global Compact Sustainability Event

Intrepid Travel championed the agenda for responsible business at the United Nations Global Compact’s UNiting Business Live Australia conference this week. During her visit to Australia, UN Global Compact assistant secretary-general, Sanda Ojiambo, met with Intrepid CEO James Thornton, where they discussed the future of sustainable practices in the travel industry. Thornton and Ojiambo discussed […]

  • Hotels

Fusion launches GLOW Bangkok Riverside

Fusion Hotel Group has opened GLOW Bangkok Riverside, a new hotel overlooking the Thai capital’s Chaophraya River from the city’s Dusit district. The modern 5-storey property features 126 rooms and suites, ranging from the Superior Room at 19-22sqm to the 40sqm River Suite. All rooms have either king-sized or twin beds, and are tastefully decorated […]

  • Hotels

Nesuto Apartment Hotels launches summer secret offers

Nesuto Hotels and Apartments has launched its summer campaign with a 25 per cent off discount across its 13 neighbourhood properties across Australia and New Zealand. Nesuto’s “unveil summer’s best kept secrets” campaign offer is valid for bookings made from 1 November 2024 until 30 March 2025, for stays until 30 June 2025. In addition […]

  • Aviation
  • Travel Agents

ATAC’s signs exclusive deal with Helloworld’s Air Tickets for enhanced air consolidation services 

Australian Travel Agents Co-operative (ATAC) has appointed Helloworld Travel’s Air Tickets as its sole and exclusive air consolidator following comprehensive market assessment on best value for its members. ATAC chairman Jack Taylor said that the appointment, effective 1 January 2025, reflects the co-operative’s commitment to securing the best value for all members. “ATAC has ambitious […]