“Chile is good for you.” Viewers across the globe will be reading this phrase, following footage of smiling kayakers and playful porpoises, surrounded by a breathtaking landscape of snow-capped Andes Mountains. All brought to you by the Chilean government and the good people of LG Corp.
Officials from Sernatur, Chile’s national tourism office confirmed an “unprecedented” partnership on Wednesday, which will place Chilean destinations broadcast in high quality 3D resolution wherever LG television sets are sold.
The agreement will allow Sernatur to promote Chile in 54 diverse markets, said Andrea Wolleter, general manager of Turismo Chile, part of Sernatur.
Through this agreement, LG will be able to display the high-quality resolution featured in its line of LCD television sets by showcasing spectacular visuals of Chilean landscapes.
Among the featured landscapes are the rocky peaks and brisk waters of Chilean Patagonia, the stark, seemingly endless deserts of San Pedro de Atacama, and the mystical Moai statues that line Easter Island. The countless lakes, rivers, and volcanoes of Chile’s southern regions will also take the spotlight.
To boost Chilean tourism, location information and scattered narration will direct viewers to the dazzling sights.
“This agreement is very interesting for us,” said Gustavo Herrera, the Antofagasta regional Sernatur director, in a conversation with The Santiago Times on Thursday.
The mining-intensive region of Antofagasta is also home to a burgeoning tourism industry.
Much of the revenue in this sector is derived from travellers drawn to the harsh beauty of the Atacama Desert, located in Chile’s far north and believed to be the driest in the world.
“This new form of technology will enable anyone interested in visiting this region to see and even feel the marvels of this desert,” Herrera added. “Hopefully it will help increase demand as well”.
According to Herrera, 66,360 tourists visited Antofagasta’s San Pedro de Atacama in 2010. But 43,899 of those tourists – 66% – were foreigners.
“San Pedro is a singular case when it comes to the nature of the market,” said Herrera. “Last year there were two foreign tourists for every Chilean tourist visiting the town”.
Given the high costs of tourism in Chile, foreign demand plays a similarly important role in other far-off destinations like Patagonia and Easter Island, both of which require costly plane flights or long boat trips to access from central Chile, where most of the population resides.
To compensate for low domestic tourism, Sernatur launched a new campaign called “Chile es Tuyo” (Chile is Yours) in May to encourage Chileans to travel within the borders.
By Ivan Ebergenyi – The Santiago Times