Selling Long Hau March 2011

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CHILE & ARGENTINA

As Prince William and Kate Middleton discovered on their Gap Years, neighbours Argentina and Chile have plenty of appeal for both the adventurous and the more conservative UK visitor, says Andy Hoskins

A royal couple

32 March 201

32-35 chile argentina.indd 32 3/2/11 10:06:30 AM

FEATU R ECHILE & ARGENTINA

A lthough other destinations where the Royal couple have set foot are making a song and dance about it right now, the charms of Argentina

and, in particular, Chile had Prince William and Kate Middleton smitten – along with a few thousand other Brits who discover the region each year.

William spent 10 weeks working on a charity project in Chile, which Kate Middleton joined soon after his departure.

Americo Edvadro Soto, the regional tourism director for Aysen, says, “The UK market is not big at the moment, but hey, we have welcomed two of the UK’s biggest names, who both spent time here during their Gap Year – and we’d be delighted to welcome William and Kate back on their honeymoon!”

Having received a royal seal of approval, Soto explains the region’s tourism goals. “Our target, apart from having William and Kate back, is to attract adventurous travellers with a passion for activities and sport that like to discover new places and people.”

The same can be said for much of Chile and Argentina, which have an abundance of natural wonders and startling scenery and are making genuine inroads in the UK market.

Along with Uruguay, they comprise South America’s ‘Southern Cone’ and are regularly paired together in the itineraries of UK operators.

Geographically, they have many similarities. Divided by the Andes mountain range along the length of their border, they both have arid northern regions – the Atacama Desert in Chile and the highlands around Salta in Argentina – as well as picturesque Lake Districts and verdant wine-producing regions. Finally, Patagonia is a land of

lakes, forests, snow-capped mountains and glaciers, that stretches across the southern section of the two nations.

Both countries have had their share of global exposure in the last 12 months, with a major earthquake and, of course, the rescue of 33 miners in Chile making global headlines, while the famous Dakar Rally was again hosted by the two countries due to security fears in Africa, its traditional home.

The release of Patagonia this month, a film starring Duffy, will also expose the region’s appeal to a wider audience.

Air access to capital cities Santiago and Buenos Aires is improving, and no itinerary is complete without a visit to them. The latter, known as the Paris of South America, is a city in which to soak up the atmosphere of colourful neighbour-hoods like La Boca or indulge in the continent’s finest food and wines and a sultry tango show – or even a lesson.

Beyond the capital, Argentina’s ‘big ticket’ attractions are the Iguazu Falls on the border with Brazil, the wildlife-rich Valdes Peninsula, the Perito Moreno glacier, Mendoza and its wineries, and the goucho culture of the pampas regions.

In 2010 the country welcomed over five million visitors for the first time, up from two million in 2002 at the height of

its financial crisis. The national tourist board has launched an ‘Argentina beats to your rhythm’ campaign and is pushing road trips on Ruta 40 on the back of the Dakar Rally. It is Argentina’s longest and most spectacular road, running along the eastern flanks of the Andes for 5,000km.

Chile, meanwhile, boasts the weird and wonderful Atacama Desert, the port city of Valparaiso, the Torres del Paine National Park, and mysterious, isolated Easter Island among its principal draws.

The terrain of both countries has huge influence on the sort of activities on offer, with everything from ice-climbing in Patagonia and trekking almost anywhere in the Andes, to kayaking, skiing, fishing and mountain-biking, and more sophisti-cated options such as horse-riding and wine-themed stays at estancias and vineyards, or a cruise around Patagonia.

W H AT ’ S N E WTurismo Chile has appointed Mango PR as its representation company in the UK, with a brief to build Chile’s visibility in market. A promotional campaign will focus on six themes: culture and heritage, natural inspiration, sport and

Opposite page: Argentina's arid Salta province; Right: on tour with the Explora Atacama hotel and the Alta Atacama Desert Lodge; Below: Aysen, Patagonia

Along with Uruguay, Chile and Argentina comprise South America’s ‘Southern Cone’


34 March 201


adventure, food and wine, lifestyle and entertainment, and health and wellness.

The Aysen region of Chilean Patagonia, a two-hour flight from Santiago, is embarking on its own promotional push in the UK and has signed up Branding Latin America to help it do so.

Americas, which represents over 12 partners across Latin America – including Protours Chile and Argentina Travel Partners – is celebrating its 20th anniversary and is hosting its eighth annual workshop on March 15th-17th at London’s Royal Geographical Society.

Travel Trade UK is now representing Cruceros Australis, the small expedition cruise company based in Patagonia and Tierra del Fuego.

Tierra Atacama in Chile has released details of its 2011 promotions which include a honeymoon deal (four nights all-inclusive, various perks and a free night in the Ritz-Carlton Santiago) and a 'kids and teens stay free' deal.

Kuoni reports one of its most popular hotels in Chile is the Explora en Rapa Nui Lodge on Easter Island. It offers over 15 excursions across the island, on foot, by bike or at sea.

Los Sauces hotel in Calafate, Argentina, has added a new indoor swimming pool and two ‘Patagonian

Houses’ – taking the hotel to a total of 38 suites – and, unusually, will remain open this winter (the English summer) while most in the region close.

The Panamericano Buenos Aires, in the centre of the city, has added a new 220m2 penthouse to its inventory of 362 rooms. It is also home to the well-known La Luciernaga restaurant, Celtic Bar and Tomo 1 restaurant.

Ushuaia’s five-star Los Cauquenes Resort & Spa, on the shores of the Beagle Channel, will open a new wine and cigar bar this year with views of the spectacular surrounding scenery. It has 54 guestrooms.

TO U R I S M TA L KLEONARDO BOTO

CHAIRMAN, ARGENTINA’S NATIONAL INSTITUTE

FOR TOURISM PROMOTION

“We’re concentrating on promoting the country’s luxury product – that’s our golf courses, our excellent

wines and cuisine, and polo. “We’ll also be placing more emphasis

this year on promoting areas outside Buenos Aires. It’s important to promote the rest of Argentina too. The north of the country, for example, is beautiful but UK visitors typically only visit Buenos Aires and Patagonia.”

SARAH BECKWITH

MARKET MANAGER FOR ARGENTINA

AND CHILE, KUONI

“Chile offers dramatic landscapes and natural beauty, with the Lake District and

Patagonia unrivalled. No visit to Chile is complete without experiencing the spectacular fjords and glaciers of the ice-fields and the mind-blowing scenery of Torres del Paine National Park. Argentina, meanwhile, offers a rich history and lively culture. A popular hotel with clients is the Sheraton Iguazu which is the only hotel within the Argentine side of Iguazu National Park.”

KATRIN RUMMER

PRODUCT MANAGER, LATIN AMERICA,

TRAVEL 2

“Chile and Argentina appeal to a broad client base that includes nature lovers,

adventure seekers and wine and food enthusiasts. As the countries share a very long border with many possibilities to cross into the neighbouring countries, they make for an ideal combination.”

DAVE ORROCK

PRODUCT MANAGER LATIN AMERICA,

BALES WORLDWIDE

“Our new ‘Boutique Chile’ tour (from £4,195pp) is getting some great interest

from clients and, while in our higher price bracket, it does represent great value for money. Discerning clients appreciate that when they travel with us to remote and iconic destinations such as Torres del Paine, Patagonia, that we choose properties where all food and excursions are included and is of the highest standard available.”

WENDY MCNEILL

UK SALES MANAGER, AMERICAS

“Latin America is becoming a world-class destination that has undergone

considerable investment in its infrastructure and has changed the perception of the region. Destinations like Chile, Uruguay and Colombia offer a real ‘wow’ factor.”

From The Front Line

Patagonia is a land of lakes, forests, mountains and glaciers

Pictured from top to bottom: Taking to the water on a Cruceros Australis expedition; the Explora en Rapa Nui Lodge, Easter Island; and trekking in the vicinity of the Remota Hotel Patagonia.


2011 35


ALVARO CASTILLA

PRESIDENT OF THE BOARD OF DIRECTORS OF

TURISMO CHILE

“Our communications strategy in the UK is part of a wider European campaign to connect with

our target market and inform them about the wealth of experiences we offer in Chile. To deliver this campaign we will be working hand-in-hand with our valued tourism partners in the UK as well as carving new and direct routes to market.”

AMERICO EDUARDO SOTO

REGIONAL DIRECTOR, TOURISM AYSEN, CHILE

“Aysen’s main appeal is that it is an undiscovered and unspoiled part of the world. The region is ideal

for activities such as fly-fishing, trekking, kayaking and horse-riding, all of them amid magical scenery, in the most beautiful part of Patagonia. We decided to launch this campaign in the British and the European markets as they tend to be more eco-conscious, while operators will understand better how to sell Aysen.”

W H E R E TO B O O K I T W&O TRAVEL

0845 277 3366www.wandotravel.comNew for 2011 is Highlights of Chile and Argentina, taking in Buenos Aires, Bariloche, the Lakes Districts, Torres del Paine and Calafate. The 16-day tour is priced from £3,750pp including flights.

EXPLORE

0844 499 0901www.explore.co.ukThe 16-day Atacama to Paine tour visits the Atacama desert, Santiago, the Lakes District, Punta Arenas and Torres del Paine, from £2,976pp including flights.

GAP ADVENTURES

0844 272 2040www.gapadventures.co.ukGAP Adventures is pushing a 15-day End of the Earth tour. From £1,569pp, it visits Torres del Paine National Park and the Perito Moreno glacier, Ushuaia and Buenos Aires, and includes a Beagle Channel cruise and a two-night camping excursion in Torres del Paine.

G E T T I N G T H E R EBritish Airways launches a direct daily service between Heathrow and Buenos Aires at the end of this month, cutting out the touch-down in Sao Paulo (Brazil).

Iberia has launched a four-times-weekly service from Madrid to Cordoba and serves both Buenos Aires and Santiago from the Spanish capital.

Air Europa flies from London Gatwick via Madrid to Buenos Aires, while LAN, which also serves Santiago from Madrid, has introduced flights from Lima, Peru, to Easter Island and the Iguazu Falls.

Aerolineas Argentinas is developing Cordoba airport as its first regional hub outside Buenos Aires, beginning with new routes this summer to Iguazu, Salta, Bariloche and the capital city. The airline is offering free onward domestic flights for passengers flying from London to Buenos Aires. A two-for-one promotion on business class fares comes to a close at the end of the month.

After an absence of ten years, KLM will resume services between Amsterdam and Buenos Aires this October with a

The LATA Foundation

AS PART of the Latin American Travel Association, the LATA Foundation supports a range of projects to help put something back into the region. It has contributed to schemes in Brazil, Colombia and Guatemala, and is currently involved with projects in Bolivia, Venezuela, Mexico, Peru and Argentina.

David Gilmour, chairman of the LATA Foundation, says, “Eventually we want to have projects throughout Latin America, but more projects, of course, require more money. If you are involved with Latin America and are not already sponsoring us, please consider doing so. You don’t even need to be a member of LATA to support our work or to attend LATA Foundation events.

“It is abundantly clear that there is an enormous amount of interest in our work, both here and in Latin America. Over the last two and a half years since we were founded, we have made a reasonably good start – but there is still so much more that we can do,” says Gilmour.See: www.justgiving.com/lata


Selling Long Hau March 2011

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