Recognising the limitations of relying on one major market, the Chilean Ministry of Tourism (Sernatur) and its travel industry partners are focused on attracting a greater number of foreign tourists from further afield than South America, in particular special interest groups who appreciate Chile’s natural attractions.

That will be a challenge, given Chile’s distance from the more lucrative markets that it seeks. Santiago is a day’s flying time from the Eastern Seaboard and even longer from Europe. LAN Airlines, however, is constantly adding more routes to its regional network and promoting its international services in new destinations around North America and Asia, putting itself on the tourism map and along with it, the carrier’s home country. Better air links are making Chile accessible to a wider pool of potential visitors. In addition, improved road communications within the country are opening up hitherto remote regions to foreign and domestic tourists alike.