Chile Mounts North American Marketing Campaign
byDavid Cogswell/
Phillipe Etchegaray, marketing manager forChile Tourismin North America, attended theU.S. Tour Operators Associationconference last month, as part of Chile’s renewed marketing push in the North American market.
Chile Tourism rejoined USTOA after an absence of several years. The country wants to re-establish itself in the minds of American travelers. Meeting with the top American tour operators at the USTOA conference was a good place to start.
Etchegaray仍然是去年夏天被任命的帖子的新手。他仍处于为北美竞选活动的早期阶段,将事情置于适当的位置。
Etchegaray告诉旅行市场beplay客服报告:“我们意识到我们已经离开了Ustoa和Atta [冒险旅行贸易协会] and some organizations that were valuable, so we re-entered USTOA. We came to make contact again, get familiar with the industry, find out what’s happening. It’s been very interesting.”
Chile chose USTOA because it puts the destination in a position to network with the top tour operators in North America. It’s a more strategic use of marketing resources than the nearly insurmountable task of trying to target millions of American consumers directly.
Rather than a direct marketing campaign that would cost millions with no guarantee of results, Chile’s destination marketing organization can target USTOA’s 152 member brands, who are connected to a network of thousands of travel agents, who in turn connect to millions of American consumers.
The USTOA’s member tour operators move nearly 10 million travelers a year and generate nearly $20 billion in revenue. The association works closely with travel advisors. For information, seeUSTOA Travel Advisor Resources.
Adventure and culture
智利旅游业的另一个旅行贸易协会参加了Atta。Etchegaray说:“因为我们的目的地与冒险旅行和户外活动非常相关,所以与Atta在一起是有意义的。”
智利通过专注于最强的利基市场来简化其营销信息。
“在美国,我们将自己推向户外和冒险,然后是美食和葡萄酒,” Etchegaray说。“他们结合在一起。如果您去冒险旅行,无论是像5级皮划艇这样的极端冒险,还是只是在托雷斯·德尔·潘恩(Torres del Paine)徒步旅行,随后总是欢迎喝点酒和一些美味的食物。”
'La Portada' Natural Monument at sunset, Antofagasta. Photo: Shutterstock.com
What Chile offers
Geographically, Chile is unique. The country covers 42% of South America’s Pacific coastline, which it shares with Colombia, Ecuador and Peru. But it only occupies the narrow strip from the coast to the Andes Mountains. Its dimensions tell the story.
Chile is the longest and narrowest country in the world. At 2,700 miles from north to south, the country is as long as the continental U.S. is wide. Laid crosswise, Chile would stretch from New York City to Los Angeles. Yet, it’s narrower than Florida.
East to west, Chile is an average of 110 miles wide, with a maximum of 217 miles at the latitude of Antofagasta and a minimum of 9.6 miles near Puerto Natales. With a total land area roughly the same as that of Texas, it offers an extremely wide range of geographical diversity.
,这座南美海岸的像snake, bordering on Peru in the north, Bolivia and Argentina to the east, and to the south it is at the edge of the Antarctic. In Patagonia in the extreme south, you can see calving glaciers that are as spectacular as those in Alaska or Antarctica.
去极端
While Patagonia is said to be the one of the wettest places on earth, Atacama Desert in the extreme north claims the title of the driest non-polar region on earth. Because of its extreme dryness, it is known as one of the best places in the world for stargazing. Since the mid-20thcentury, Atacama has become the home to many observatories, some of which welcome tourists.
智利还包括复活节岛,这是神秘的石头的家,它从海岸线附近的地面上涌出,是地球上最有趣的考古宝藏。
智利北端和南部极端之间的是圣地亚哥,这是一个伟大的现代城市,也是该国的国际空中枢纽。从圣地亚哥(Santiago),从北到南部的所有主要旅游景点都可以在三个小时内进行国内航班。
托雷斯·德尔·潘恩(Torres del Paine),国家公园, in Patagonia. Photo: Shutterstock.com
Recommended itineraries
Chile offers a tremendous variety of experiences within one country, providing a head-spinning number of choices when designing an itinerary.
“Americans go to Torres Del Paine in Patagonia, or to Atacama Desert,” said Etchegaray. “Those are very big contrasting places, and also Easter Island. Then they follow it with Santiago and Valparaiso.”
瓦尔帕莱索(Valparaiso)是一个殖民地港口城市,在圣地亚哥(Santiago)西北约70英里处,距离圣地亚哥(Santiago)一小时半。该市成立于1536年,是一个丰富的文化中心,是波西米亚文化的中心,拥有海滩,各种精品店和餐馆,优秀的海鲜和活泼的夜生活。
Santiago is the capital and largest city, built in the Andes Mountains, with a population of 5.6 million. It’s the home of the largest concentration of cultural attractions.
它具有主要国际城市的所有景点,但凭借自己的智利风味,从周围山峰的闪闪发光的高层建筑到博物馆,历史悠久的建筑物,大餐厅和商店,出色的步行路线以及壮观的城市景观从圣卢西亚山(市中心附近的山顶公园)或圣克里斯托瓦尔山(San Cristobal Hill)等高架点。他们称他们为山丘,与高耸的安第斯山脉相比,它们是山丘,但是当您在他们身上俯视城市时,他们会感觉像山脉。
“圣地亚哥是主要的接触点,” Etchegaray说。“所有航空公司都去那里。来自圣地亚哥,您可以在圣地亚哥本身度过几个晚上。也许开车70英里到达瓦尔帕莱索并参观一些葡萄园;然后连接飞往巴塔哥尼亚,阿塔卡马或复活节岛的国内航班。这一切都在从圣地亚哥飞往两个小时或三个小时的飞行范围内。这涵盖了很多领域。这些都是每个人都想看到的亮点。”
Preventing overtourism
尽管智利尚未遇到任何严重的过度旅游和人满为患的问题,但该国正在采取措施管理旅游流程,并预测未来可能的问题。该策略包括采取措施将游客传播到季节和地理区域。
Etchegaray说:“我们正在尝试推动一些新的目的地,这些新beplay银行卡目的地会使您花更少的时间飞行,例如飞往巴塔哥尼亚,然后沿公园沿公园路线前往湖区,然后飞往托雷斯·德尔·潘恩(Torres del Paine)。透明
对于那些探索北部的人,还有一些吸引人的选择超出了主要的旅游路径。他说:“如果您决定去Atacama,您可以在那里的Elqui Valley停下来。”“埃尔基(Elqui)是皮斯科(Pisco)做的地方,还有一些漂亮的白葡萄酒,这是一个发展了很多天文学旅游和观星的地方。”
在智利最受欢迎的地区的复活节岛上,该国制定了一些法规,以在任何给定时间限制那里的游客数量,并防止校长的发展。
培养贸易关系
Chile Tourism is currently in the process of building educational programs for travel agents. “We are aiming at the trade, at building strong relationships,” said Etchegaray. “We just signed to build a program for certifying travel agents, to give them resources for selling Chile. We’re targeting the trade that is most relevant to us, above and beyond tour operators.”