Why Chile needs more Japanese Tourists…
Promoting Chile in Asia is a challenge. While Chile’s efforts to promote itself as a tourism destination are admittedly behind those of regional counterparts like Peru, Ecuador or Brazil, Chile — as of late has started to gain some ground. Today, “The Land of Contrasts” boasts a healthy 3.6 million (SERNATUR) inbound tourists per year. Quite a feat considering world-sought after travel destination Peru, receives 3.2 million tourists (MINCETUR).
70% of all passenger arrivals to Chile come from South American countries. More worrying for Chile is that 36% of all its arrivals are from a frail economy like Argentina. 11% of all arrivals are from Brazil and as of late that has been good news for Chile. However, success will be short lived if current economic trends in the region are anything to go by. Chile must find other stable tourism inflows not just of passenger numbers but of the right type of tourist. The tourist that will have “the time of his/her life”.
With everyone screaming “China” these days, Chile might feel tempted to reach out and grab a piece of the Chinese pie. Nevertheless there are a few obstacles that need attention before Chile can start attracting Chinese tourists. First of all there are no direct flights. Secondly, Chinese require visas to come to Chile. Not only that, they also need transit visas for USA or Australia/NZ which is where they will hop onto connection flights. Moreover, Chinese Friendly Services (CFS) are still not in place by Chile’s travel products and services. Therefore, the experience might be very disappointing for Chinese if Chile starts heavily promoting.
Not too far away lies Japan. The Japanese tourist does not require a visa for travel to Chile. They have great connection possibilities via south pacific or through the USA. There are more than four airlines that can provide indirect services Tokyo — Santiago which means prices are more competitive than with China. Japanese tourists have a keen interest in adventure activities, culture and thermal springs. All of these are abundant in Chile. Offseason skiing? Why not, it works with USA and Europe as a niche.
Luxury in Chile is defined by the comfort the industry has been able to develop in the most remote places on earth. Five star lodge-accommodation in Patagonia or the Atacama Desert. Affordable heli-skiing, unique wine products and desert lodges supplied by fine dining and access to spectacular views. A country riddled by volcanoes provides awe to the Japanese spirit. Access to 270 hot spring baths will be well received by Japanese Adventurers. Importantly also, Chile lies smack between two current Japanese travel trends; Peru (Machu Pichu) and Bolivia (Uyuni). By reaching out today for Japanese tourists Chile will secure a foothold in Asia tomorrow. Hopefully, breaking the Japanese market will also demonstrate to Chile, its promotion authorities and travel industry how important it is to focus on South East Asia and develop Chinese friendly services.
Chile’s promotion in Asia is crucial for cutting the umbilical cord from neighbor markets. It will allow the paradigm shift in mentality the Chilean industry needs to finally become a world class travel destination.
(This was written in May 2015 before I joined the best little company in the world.)
