{"id":9827,"date":"2016-10-04T15:17:00","date_gmt":"2016-10-04T18:17:00","guid":{"rendered":"http:\/\/www.amchamchile.cl\/?p=148762"},"modified":"2016-10-06T15:39:41","modified_gmt":"2016-10-06T18:39:41","slug":"chile-busca-atraer-inversion-extranjera-en-turismo","status":"publish","type":"news","link":"https:\/\/amchamchile.cl\/en\/noticia\/chile-busca-atraer-inversion-extranjera-en-turismo\/","title":{"rendered":"[:es] Chile busca atraer inversi\u00f3n extranjera en turismo[:en]Chile looking to attract foreign investment in tourism[:]"},"content":{"rendered":"

[:es]El alza en el n\u00famero de visitantes que llegan al pa\u00eds cada a\u00f1o impuls\u00f3 al gobierno y al sector privado a desarrollar una estrategia para atraer interesados en levantar proyectos sustentables e incrementar las divisas que gastan los turistas por estad\u00eda.<\/em><\/p>\n

Por Alejandra Aguirre <\/strong><\/p>\n

En los \u00faltimos diez a\u00f1os, la llegada de turistas internacionales al pa\u00eds aument\u00f3 en 116%, con una tasa de crecimiento promedio de 8% anual. Un alza que habla del gran potencial del sector para impulsar el desarrollo econ\u00f3mico de Chile, en especial, en un escenario desfavorable a causa de la ca\u00edda del precio de los commodities, que hasta ahora hab\u00eda sido el foco del Estado.<\/p>\n

Por este motivo, la atracci\u00f3n de inversionistas locales y extranjeros interesados en costear proyectos en el territorio nacional se instal\u00f3 como una prioridad para el Gobierno, lo que se ha traducido en incentivos financieros en promoci\u00f3n y coordinaci\u00f3n entre el mundo p\u00fablico y privado.<\/p>\n

As\u00ed, en agosto de este a\u00f1o el Ejecutivo lanz\u00f3 Invierte Turismo, una iniciativa liderada por la Subsecretar\u00eda de Turismo, que apunta a diversificar la oferta del pa\u00eds en este \u00e1mbito y a incrementar la actividad econ\u00f3mica y, por ende, los recursos percibidos en las regiones.<\/p>\n

Este programa, que forma parte del Plan Nacional de Desarrollo Tur\u00edstico Sustentable y al cual los interesados pueden postular hasta el 31 de octubre, present\u00f3 un Mapa de Oportunidades de Inversi\u00f3n Tur\u00edstica (ver infograf\u00eda) en el que se identificaron 27 terrenos fiscales -desde Arica a Magallanes- para levantar proyectos sustentables, lo que contempla una inversi\u00f3n total de US$ 32 millones -que van desde los US$ 70 mil a los US$ 5 millones- y una superficie de 54.979 hect\u00e1reas (ha).<\/p>\n

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Las propuestas est\u00e1n orientadas al desarrollo de hoteles de tres a cinco estrellas y de nicho, caba\u00f1as, servicios gastron\u00f3micos y tur\u00edsticos complementarios, hostales, actividades de playa -como windsurf y kayak, entre otros-, camping, deportes acu\u00e1ticos, paseos en bote, domos a la orilla de la playa, estacionamientos y lodge<\/em> de monta\u00f1a, de pesca y deportes de naturaleza como trekking<\/em>, escalada, avistamiento de aves, cabalgatas y navegaci\u00f3n.<\/p>\n

Algunos de los terrenos m\u00e1s extensos se ubican al sur del pa\u00eds, espec\u00edficamente en las regiones del Maule, Los Lagos y Magallanes, con proyectos en los que se propone la construcci\u00f3n de caba\u00f1as en cercan\u00edas al borde de la Laguna del Maule (Bien Nacional Protegido, BNP, de 2.198 ha); levantamiento de hostal de alta categor\u00eda enfocado a pasajeros j\u00f3venes con altos ingresos en Valle de Cocham\u00f3, Regi\u00f3n de Los Lagos (11.318 ha); polo tur\u00edstico en el R\u00edo Serrano y Ruta Patrimonial Milod\u00f3n (superficie total de 8.597 ha) y lodge de pesca y monta\u00f1a en R\u00edo Batchelor (24.661 ha), en Magallanes.<\/p>\n

A la fecha, se han recibido alrededor de 200 consultas nacionales e internacionales, principalmente sobre las zonas que se ubican en la VII Regi\u00f3n del Maule (Fundo Piedras Blancas y Las Cascadas). Seg\u00fan la Subsecretar\u00eda de Turismo, la meta es colocar 30% de los terrenos disponibles de aqu\u00ed a 2017.<\/p>\n

La atracci\u00f3n de inversionistas interesados en desarrollar este tipo de proyectos tiene especial relevancia si se considera que m\u00e1s de 300 millones de turistas del mundo est\u00e1n dispuestos a pagar 40% m\u00e1s por una experiencia sustentable, advierte \u00d3scar Santelices, presidente del Programa Nacional Transforma Turismo.<\/p>\n

\u201cSustentable, ojo, es ambiental, pero tambi\u00e9n es sociocultural, o sea, involucra a las comunidades locales y, por ende, tambi\u00e9n es econ\u00f3mico porque ata\u00f1e al conjunto de las regiones\u201d, destaca.<\/p>\n

Por su parte, Invest Chile -organismo p\u00fablico que promueve a Chile como destino de inversi\u00f3n extranjera directa en el mercado global- de aqu\u00ed a fin de a\u00f1o visitar\u00e1 Estados Unidos, Francia, Canad\u00e1 y Australia para realizar labores de promoci\u00f3n en esos pa\u00edses, adem\u00e1s de las acciones que ya est\u00e1 llevando a cabo en los mercados de Europa y Asia.<\/p>\n

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Una industria que crece<\/strong><\/p>\n

Mauro Magnani, presidente de la Federaci\u00f3n de Empresas de Turismo de Chile (Fedetur) comenta que en los \u00faltimos a\u00f1os ha habido un desarrollo importante del sector hotelero, con grandes inversiones, siendo contrac\u00edclico a los otros rubros de la econom\u00eda. \u201cL\u00f3gicamente es lo m\u00e1s visible, pero apalanca una serie de \u00e1reas relacionadas, como el transporte terrestre, operaciones de viaje, gu\u00edas, agencias, deporte aventura y visitas a parques nacionales\u201d, explica.<\/p>\n

Es una apreciaci\u00f3n que tambi\u00e9n comparte Lorena Arriagada, secretaria general de la Asociaci\u00f3n Chilena de Empresas de Turismo (Achet), quien afirma que la inversi\u00f3n en turismo no s\u00f3lo proviene de los proyectos m\u00e1s cuantiosos, sino tambi\u00e9n de los nuevos emprendimientos en hoteler\u00eda y servicios.<\/p>\n

Ambas organizaciones participaron -junto a otras seis asociaciones- en la mesa p\u00fablico-privada que defini\u00f3 la hoja de ruta del sector para los pr\u00f3ximos diez a\u00f1os y que se materializ\u00f3 en el Programa Nacional Estrat\u00e9gico de Turismo Sustentable, Transforma Turismo. Este \u00faltimo, contempla un conjunto de iniciativas en ejecuci\u00f3n y otras proyectadas de aqu\u00ed a 2025, dise\u00f1adas bajo dos l\u00edneas estrat\u00e9gicas: de diversificaci\u00f3n de experiencias y desarrollo de destinos, privilegiando una oferta sustentable con foco en turismo de intereses especiales.<\/p>\n

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Uno de los objetivos del programa es que tanto los turistas nacionales como internacionales incrementen el gasto promedio individual y contribuyan a aminorar la estacionalidad. Por ello, Transforma Turismo busca mejorar la oferta en turismo naturaleza y aventura, turismo astron\u00f3mico, enoturismo (aquel tipo de turismo dedicado a potenciar y gestionar la riqueza vitivin\u00edcola de una determinada zona), turismo cultural, de eventos, gastronom\u00eda y turismo ind\u00edgena.<\/p>\n

\u201cLa idea es que seamos capaces de duplicar el gasto que realizan los turistas que vienen por este motivo y, de esta forma, aumentar la participaci\u00f3n del sector en el PIB de nuestra econom\u00eda (\u2026)\u201d, sostiene Luis Felipe C\u00e9spedes, Ministro de Econom\u00eda.<\/p>\n

Hoy, cada turista extranjero que llega a Chile gasta en promedio US$ 600 por estad\u00eda, muy por debajo de los US$ 900 gastados en Per\u00fa, los US$ 1.100 en Costa Rica o US$ 3.000 en Nueva Zelanda.<\/p>\n

Claudio Maggi, gerente de Desarrollo Competitivo de Corfo, atribuye estos datos a que la oferta chilena no est\u00e1 lo suficientemente diversificada, por lo tanto, los turistas tienen estad\u00edas m\u00e1s cortas y gastan menos porque los panoramas son escasos.<\/p>\n

\u201cActualmente, generas por visitantes de larga distancia alrededor de US$ 700 millones al a\u00f1o. Queremos pasar a US$ 3.500 millones al a\u00f1o en 2025. Si aumenta el n\u00famero de turistas, crece su gasto diario y d\u00edas de estad\u00eda. As\u00ed, podemos multiplicar por cinco las cifras de hoy\u201d, afirma.<\/p>\n

Chile cuenta con tres lugares reconocidos a nivel internacional en materia de turismo: San Pedro de Atacama, Isla de Pascua y Torres del Paine. No obstante, tanto el Gobierno como el sector privado han detectado otros destinos con potencial de transformarse en un sitio de inter\u00e9s mundial, tanto para los visitantes como inversionistas.<\/p>\n

\u201cHemos comprometido una hoja de ruta que involucra US$ 400 millones en un horizonte de nueve a\u00f1os entre lo p\u00fablico y privado. Durante esta administraci\u00f3n, hemos aumentado en m\u00e1s de 60% los recursos destinados a la promoci\u00f3n\u201d, precisa el ministro C\u00e9spedes.<\/p>\n

El programa, adem\u00e1s, pretende impulsar la creaci\u00f3n de nuevos destinos tur\u00edsticos para generar mayor competitividad. En una primera etapa se prioriz\u00f3 Arica y Altiplano, Valle del Elqui, Valpara\u00edso, Juan Fern\u00e1ndez, Santiago, Valle de Colchagua, Lagos y Volcanes, Chilo\u00e9, Ays\u00e9n y Carretera Austral y Cabo de Hornos y Tierra del Fuego.<\/p>\n

Respecto de la importancia de la Marca Chile para incrementar las inversiones, Myriam G\u00f3mez, directora ejecutiva de Imagen de Chile, asegura que fortalecer la imagen del pa\u00eds es clave para potenciar la llegada de inversionistas extranjeros en los diversos sectores, siendo uno de ellos el turismo.<\/p>\n

\u201cEn los \u00faltimos a\u00f1os Chile ha fortalecido su posicionamiento como lugar para hacer negocios. As\u00ed lo vemos, por ejemplo, en el Nation Brands Index, estudio internacional que cada a\u00f1o mide la imagen de 50 pa\u00edses, en el cual hemos mejorado sistem\u00e1ticamente en la variable que mide las oportunidades de inversi\u00f3n que presenta el pa\u00eds y donde somos descritos como una naci\u00f3n \u00b4en desarrollo\u00b4 y \u00b4moderna\u00b4, lo cual sin duda es positivo \u201cEn los \u00faltimos a\u00f1os Chile ha fortalecido, ya ya que habla de un horizonte atractivo\u201d.<\/p>\n

A\u00f1ade que para mantener esta tendencia es crucial el trabajo coordinado y conjunto entre el sector p\u00fablico y privado, que permita difundir un mensaje coherente y atractivo sobre Chile en el exterior, que resuma sus diversas ventajas econ\u00f3micas, geogr\u00e1ficas y culturales y econ\u00f3micas, y perfile al pa\u00eds como un destino potente para visitar e invertir. \u201cDe esta manera, podemos lograr un impacto favorable y significativo a la competitividad y el desarrollo de Chile\u201d.<\/p>\n

El desaf\u00edo est\u00e1 claro. Situar al pa\u00eds en el ojo de los inversionistas del mundo podr\u00eda reportar excelentes dividendos econ\u00f3micos y sociales, no s\u00f3lo para el gobierno central, sino tambi\u00e9n para el regional. De ah\u00ed, la importancia de aunar los esfuerzos p\u00fablicos y privados para posicionar los diversos atractivos tur\u00edsticos que ofrece la naturaleza chilena y que este a\u00f1o, con el lanzamiento de dos iniciativas para impulsar el sector, est\u00e1 dando el primer gran paso.\u00a0<\/strong><\/p>\n

Con foco en EE.UU., Europa y Brasil <\/strong><\/p>\n

Javiera Montes, Subsecretaria de Turismo, afirma que el Gobierno cuenta con un plan de marketing -dise\u00f1ado junto al sector privado-, en el que se proponen acciones para atraer turistas principalmente de Europa, Estados Unidos, Brasil, Argentina y China, aunque la intensidad est\u00e1 puesta en los cuatro primeros mercados, dado que son los de mayor impacto e inversi\u00f3n tur\u00edstica en promoci\u00f3n.<\/p>\n

\u201cEn 2013, en Chile se invirtieron en promoci\u00f3n $2.500 millones. Este a\u00f1o, estamos invirtiendo $ 10.000 millones por este concepto, s\u00f3lo en aporte p\u00fablico a nivel central. A esto se deben agregar los aportes de las regiones y el sector privado. Esperamos llegar a $ 13.000 millones en 2018\u201d, proyecta.[:en]The rising number of visitors to Chile each year is prompting the government and the private sector to take action. As such, a strategy has been devised to raise interest in the financing of sustainable projects and to increase the amount spent by tourists during their stay in the country.<\/em><\/p>\n

By Alejandra Aguirre<\/strong><\/p>\n

During the last decade, the number of foreign tourists visiting the country has risen by 116%, with an annual average growth rate of 8%. A rise such as this represents significant potential for the tourism sector in terms of driving economic development in Chile. This is especially the case given the economic downturn stemming from the fall in commodity prices, which has, until recently, been the primary focus of the State.<\/p>\n

Consequently, attracting local and foreign investors interested in financing projects in Chile has become one of the government’s top priorities. In turn, this has led to the creation of financial incentives relating to promotional activities and a closer coordination of efforts between the public and private spheres.<\/p>\n

In August 2016, the government launched Invierte Turismo (Invest Tourism), an initiative led by the Undersecretary of Tourism. The aim of the scheme is to diversify national supply in this particular field as well as to increase economic activity, and, as a result, the amount of income generated in the regions across Chile.<\/p>\n

The initiative forms part of the National Plan for the Development of Sustainable Tourism; a plan to which applicants may submit their tenders up to 31 October. This scheme includes a Map of Opportunities for Tourism Investment (see infographic) that outlines 27 investable territories, from Arica to Magallanes, on which sustainable projects can be implemented. The initiative envisions total investment of US$32 million, which will range from US$70,000 to US$5 million, across a total area of 54,979 hectares (ha).<\/p>\n

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The proposals are aimed at the development of a wide range of infrastructure and service-based offerings, including: hotels, from three to five stars and boutiques; cabins; gourmet food and complimentary services; hostels; water sports activities such as windsurfing and kayaking, among others; camping facilities; boat trips; beachside domes; car parks; mountain lodges; and outdoor ventures such as fishing, trekking, climbing, bird watching, horse riding and sailing.<\/p>\n

Some of the largest terrains relating to the initiative are located in the south of Chile, specifically in the regions of Maule, Los Lagos and Magallanes. Noteworthy projects to date include: the proposed construction of cabins located on the shores of Maule Lagoon (a protected national asset measuring 2,198 ha); the building of a top-class hostel aimed at high-income, young travelers in Cochamo Valley in Los Lagos Region (11,318 ha); a tourist center located on the River Serrano and the Ruta Patrimonial Milod\u00f3n (covering a total area of 8,597 ha); and a fishing and mountain lodge on the River Batchelor (24,661 ha), in Magallanes Region.<\/p>\n

To date, approximately 200 national and international inquiries have been received, primarily in relation to areas located in the VII Maule Region (Fundo Piedras Blancas and Las Cascadas). According to the Undersecretary of Tourism, the goal is to have projects assigned to 30% of the designated terrain by 2017.<\/p>\n

As noted by \u00d3scar Santelices, President of the National Transform Tourism Program, attracting investors interested in undertaking this type of project is particularly important. This is because over 300 million tourists from around the world are willing to pay up to 40% more for a sustainable experience.<\/p>\n

\u201cSustainable is environmental, but it is also sociocultural, meaning that it involves local communities and is, as a result, economic because it concerns all the regions together\u201d, he explains.<\/p>\n

For its part, Invest Chile, the public body that promotes Chile as a destination for foreign direct investment in the global market, will be visiting the United States, France, Canada and Australia before the end of 2016 in order to promote the benefits of investing in the country. The public organization will also disseminate information across the European and Asian markets before the end of the year in regards to what is already taking place in Chile.<\/p>\n

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A growing industry<\/strong><\/p>\n

Mauro Magnani, President of the Federation of Tourism Companies of Chile (FEDETUR) believes that in recent years the hotel industry has undergone significant development, including large-scale investments, and that the sector as a whole has been counter-cyclical compared to other areas of the economy. \u201cLogically, it is the most visible sector (in regard to counter-cyclical activity), but it leverages a series of related areas, including land-based transportation, travel operations, guides, agencies, adventure sports, and visits to national parks\u201d, he explains.<\/p>\n

This view is shared by Lorena Arriagada, General Secretary of the Chilean Association of Tourism Companies (ACHET). She believes that investment in tourism does not only stem from the most sizable projects, but also from new ventures in the hospitality and services industry.<\/p>\n

Both FEDETUR and ACHET, in conjunction with six other associations, participated in the public-private roundtable that devised the road map for the sector for the forthcoming ten-year period. The subsequent roadmap now forms a part of the National Strategy Program for Sustainable Tourism, Transforma Turismo (Transform Tourism). This scheme is aimed at a series of initiatives that are either already underway or projected to begin by 2025, and which are implemented according to two strategic approaches: to diversify experiences and to develop tourist destinations. The goal is to prioritize sustainable offerings with a focus on special-interest tourism.<\/p>\n

One of the objectives of this initiative is for both national and foreign tourists to increase the average individual amounts they spend while visiting Chile, which will therefore help to minimize seasonal fluctuations. Accordingly, Transforma Turismo seeks to improve the supply of nature and adventure tourism, gastronomic tourism, wine tourism (which is dedicated to strengthening and managing the winemaking richness of a particular area), cultural tourism, event-based tourism, general gastronomy and tourism relating to indigenous peoples.<\/p>\n

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Luis Felipe C\u00e9spedes, Minister of Economy, says, \u201cthe idea is to ensure that we are capable of doubling the expenditure of tourists who engage in these types of activities and, as a result, increase the economic contribution of the tourism sector to Chile’s GDP\u201d.<\/p>\n

Currently, each tourist that visits Chile spends an average of US$600 per trip; well below the figure of US$900 spent in Peru, US$1,100 in Costa Rica, or US$3,000 in New Zealand.<\/p>\n

Claudio Maggi, head of the Competitive Development Division of Corfo, attributes this to the fact that Chilean supply in terms of tourism is insufficiently diversified. Consequently, tourists stay for a shorter period and spend less because the options are fewer.<\/p>\n

\u201cPresently, long-distance visitors generate approximately US$700 million per year. We want this to surpass US$3.5 billion by the year 2025. If the number of tourists goes up, so too does their daily expenditure and length of stay. In this way, we can oversee a fivefold increase in today’s figures\u201d, he claims.<\/p>\n

Chile has three areas that are recognized internationally as global tourist destinations: San Pedro de Atacama, Easter Island and Torres del Paine. Nevertheless, both the government and the private sector have identified additional places with the potential to become global destinations of interest, whether for visitors or investors.<\/p>\n

\u201cWe have committed to a road map that involves US$400 million over a period of nine years between public and private stakeholders. During this administration, we have increased the resources allocated for promotional activities by more than 60%\u201d, says Minister C\u00e9spedes.<\/p>\n

Furthermore, the approach plans to boost the creation of new tourist destinations in order to increase competitiveness. During its first stage, this includes the areas of Arica and the Altiplano, Elqui Valley, Valparaiso, the Juan Fernandez islands, Santiago, Colchagua Valley, areas of Lakes and Volcanoes, Chiloe, Aysen and the Southern Highway, and Cape Horn and Tierra del Fuego.<\/p>\n

Regarding the importance of Marca Chile (meaning Brand Chile) in attracting increasing investments, Myriam G\u00f3mez, executive director of Imagen de Chile, believes that the strength of the country’s image is fundamental for the arrival of foreign investors across a number of different sectors, including tourism.<\/p>\n

\u201cIn recent years, Chile has strengthened its position as a place in which to do business. This can be seen, for example, in the Nation Brands Index, an international study that every year measures the brand image of 50 countries. Chile has systematically improved its position in this list in regard to the variable that measures investment opportunities and in which the country is described as \u2018developing\u2019 and \u2018modern\u2019. This is undoubtedly a positive occurrence\u201d, notes G\u00f3mez.<\/p>\n

She adds that in order to preserve this trend, coordinated and joint work between the public and private sectors is crucial. This, she says, will facilitate the dissemination of a coherent and attractive message about Chile abroad, in which its diverse economic, geographical and cultural advantages are established, and which can serve as a robust national selling point in terms of both tourism and investment. \u201cThis way, we can secure a favorable and significant impact on the competitiveness and overall development of Chile\u201d, she concludes.<\/p>\n

The challenge is clear. Ensuring that the country is attractive to investors from around the world will lead to excellent economic and social dividends, not only for the central government, but also for regional authorities. As such, it is essential that public and private efforts are united in positioning the numerous tourist attractions Chile has to offer. With the launch of two initiatives to boost the sector this year, the first major steps have been taken.<\/p>\n

Focus on the United States, Europe and Brazil<\/strong><\/p>\n

Javiera Montes, Undersecretary of Tourism, believes that the government is operating with the right marketing plan, which was devised in conjunction with the private sector, to attract tourists, primarily from the United States, Europe, Brazil, Argentina and China. The main focus is on the four former markets, since they have seen the greatest impact and investment in tourism in terms of promotion.<\/p>\n

\u201cIn 2013, US$2.5 billion was invested in marketing in Chile. This year, the central government is investing US$10 billion in the area, and this figure does not include financing from the regions or the private sector. We expect the total in 2018 to reach US$13 billion\u201d, she explains.[:]<\/p>\n","protected":false},"excerpt":{"rendered":"

[:es]El alza en el n\u00famero de visitantes que llegan al pa\u00eds cada a\u00f1o impuls\u00f3 al gobierno y al sector privado a desarrollar una estrategia para atraer interesados en levantar proyectos sustentables e incrementar las divisas que gastan los turistas por estad\u00eda. Por Alejandra Aguirre En los \u00faltimos diez a\u00f1os, la llegada de turistas internacionales al […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"template":"","news_tax":[],"user_type":[],"class_list":["post-9827","news","type-news","status-publish","hentry"],"acf":[],"yoast_head":"\n[:es] Chile busca atraer inversi\u00f3n extranjera en turismo[:en]Chile looking to attract foreign investment in tourism[:] - AmCham Chile<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/amchamchile.cl\/noticia\/chile-busca-atraer-inversion-extranjera-en-turismo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[:es] Chile busca atraer inversi\u00f3n extranjera en turismo[:en]Chile looking to attract foreign investment in tourism[:] - AmCham Chile\" \/>\n<meta property=\"og:description\" content=\"[:es]El alza en el n\u00famero de visitantes que llegan al pa\u00eds cada a\u00f1o impuls\u00f3 al gobierno y al sector privado a desarrollar una estrategia para atraer interesados en levantar proyectos sustentables e incrementar las divisas que gastan los turistas por estad\u00eda. 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