May 28, 2020

Tourism partners with industry in various areas to jointly plan reactivation

Tourism partners with industry in various areas to jointly plan reactivation
The Tourism Undersecretariat and Sernatur will use three new approaches to strengthen the connection between the public and private spheres and jointly move through the reactivation process.

The Tourism Undersecretariat and the Chilean National Tourism Service (Sernatur) launched a new stage of work in the tourism sector this week. In addition to the Turismo Atiende (Tourism Support Line) and Activa Turismo en Línea (Activate Tourism Online) initiatives, they have created opportunities for direct work with tourism companies to strengthen public-private efforts and connections in order to prepare and plan for the reactivation stage in this sector.

The global health crisis quickly became a challenge for the entire tourism industry and has had serious impacts on it. In that context, both public entities will begin to develop actions to prepare the various stakeholders in the chain of tourism services for the reactivation process. Three new initiatives designed to foster joint work with tourism companies have been created.

Virtual business roundtables to connect with the industry

This week the tourism sector was added to the Digital Business Roundtables that Chile’s Economic Development Agency (Corfo) is holding in order to connect large companies, B corporations, SMEs and enterprises with public agencies from every region of the country in order to initiate and maintain active strategic and commercial management.

Sernatur’s 16 Regional Offices were present at an event that allowed companies –and particularly SMEs- to meet with representatives of public services that can support and promote their enterprises. Sernatur scheduled meetings with various companies in the tourism sector and focused on their needs and on the sector’s reactivation.

Chile, your best bet

In an effort to promote national destinations, the Tourism Undersecretariat and Sernatur have launched training activities for travel agencies focused on a series of destinations in response to the challenge of promoting internal tourism. The idea is to strengthen the marketing efforts of these agencies, expanding their knowledge of the national destinations that will be promoted once the reactivation stage begins.

The initiative was launched on Wednesday, May 27 by Tourism Undersecretary Mónica Zalaquett and Sernatur National Director Andrea Wolleter with a presentation by Sernatur’s Tarapacá Regional Director, Bárbara Rojas.

Tarapacá was the first region to have its destinations and experiences presented in this training format. The target audience was the agency Travel Security. Over 100 people participated in the program, which focused on the diverse tourist attractions offered in the territory’s seven municipalities.

The training activities will continue next week with other key stakeholders from the commercial tourism industry that have shown an interest, including Travel Security and Cocha agencies. The virtual space, which will soon include training activities focused on the Magallanes and Los Lagos Regions, will showcase the country’s 16 regions in an effort to encourage more companies that are part of efforts to market the nation’s tourism assets to join in and for the initiative to have national reach.

Long-term goals for international markets

On a broader level, reactivation also involves attracting international tourists. In view of this, training activities are being held in priority markets in order to continue to showcase Chile as a destination for international tourism agencies.

The idea is to work with tour operators and travel agents from outbound markets –Latin America, Europe, the United States and Australia- through webinars, e-learning modules, presentations, surveys and other activities. Some of the programs were launched in May and will run through July.

Eight events have been held to date, two in Brazil, four in Europe and two in the United States. There are plans to hold nine more events, three in Latin America, two in Europe, two in the United States, two in Australia and one for multiple markets.