July 9, 2011
Tourism these days is more dynamic than ever before and calls for strategic alliances and creative initiatives to improve the impact of specific destinations on the international travel markets. A good example of this is the agreement recently signed between the Governments of Chile and Argentina, to initiate together a strategic campaign to promote the neighbor destinations, particularly on long-distance overseas markets, yet reachable for the two southernmost countries of South America.
The official document was signed by the Deputy Secretary of Tourism of Chile, Jacqueline Plass and the Minister of Tourism of Argentina, Enrique Meyer, at the Argentine Embassy in Santiago, the Chilean capital, and targets countries such as Australia, China, Singapore, Japan, Israel, Turkey and the Middle East, as the main objectives to promote receptive tourism into Chile and Argentina as a bi-national Destination.
The terms of the agreement include the integration of bi-national tourism committees; enhancing technical support between the bordering countries and improving the facilities and quality of services for tourists along the two countries' border crossings.
The accord features the joint participation of Chile and Argentina in tourism fairs and travel markets at the targeted overseas markets, familiarization trips for the specialized press in the same countries as well as seminars and events for the public, in order to promote intensively the two nations as one rich, varied, cultural and naturally diverse, amazing destination, wrapped in one single package, easy to travel within, offering world-class tourism infrastructure and services, hospitable people and, as a highlight, a destination which offers the Pacific and the Atlantic Oceans in one same voyage.
The two South American nations, which have been growing in the last years at a sustained and important pace as tourism and travel destinations, attracting more visitors every year from the farther distances, agreed that this alliance will represent an efficient instrument, not only to promote the bi-national destination, but also as an intelligent tool to reduce the high costs of tourism promotion and gaining effectiveness, by doing it together; a clear example of a win-win alliance. The Chilean Deputy Secretary of Tourism remarked that long-distance travelers do not usually target single countries for their South American vacations and that, currently, about 48% of them visit first Argentina. Thus, the tourism authorities of the two nations emphasized the importance of increasing the joint support, cooperation, promotion and information about both countries, as one convenient and fantastic destination.
Both officials also underlined the benefits of a joint promotion and collaboration effort, particularly towards the long-distance markets, as an effective way to capture their attention and interest, based on the variety and proximity to make up for an easy, hassle-free and varied vacationing choice. The promotion campaign and complementary activities planned to materialize this initiative will begin in the second semester of this year and will most likely represent an important element for a substantial increase in the tourism flow, both for Chile and Argentina, diversifying their supplying markets and broadening their marketing targets.
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