The Regional Council of Atacama approved on March 25 a new FNDR program for tourism, marking the largest investment in the sector in the region’s history with more than $4.6 billion allocated. The program will run for 24 months and aims to boost the recovery of the tourism industry while positioning Atacama as an attractive destination both nationally and internationally.
This initiative is intended to strengthen promotional efforts and increase visitor numbers, which local authorities say will help diversify and grow the regional economy. The approval came with 14 votes in favor and one abstention from council members.
Alejandro Martin, regional director of Sernatur, said, “this initiative is a great achievement that is structured around three main pillars: destination promotion and marketing, development and diversification of tourism offerings, and strengthening domestic tourism, with actions that will stimulate activity throughout the year and reduce seasonality, driving tourism development to transform Atacama into a world-class destination.”
The program includes significant investments in marketing campaigns across traditional and digital media platforms, production of promotional content, participation in national and international fairs, as well as collaborations with content creators. These activities are designed to increase Atacama’s visibility in strategic markets.
Miguel Vargas, regional governor and president of the Council, said: “we have approved in the Regional Council a tourism promotion program for our region that will be executed by the National Tourism Service. It is a significant investment that demonstrates the commitment of the Regional Government to all productive sectors.”
Andrea Velandia from the Association of Tourism of Atacama (ATA) also commented on its importance: “it is a very relevant step for all associations in the region since tourist promotion is key to generating employment, stimulating economic activity and advancing productive diversification.”
Sofía Cid, Presidential Delegate for Atacama Region added: “this approval by the Regional Council is a concrete signal for tourism in Atacama; it’s a 24-month program that will allow us to promote our destinations and reactivate industry. This translates into more business for accommodation providers, restaurants, tours and transport services—creating real opportunities for small businesses. Simply put: it means more people discovering Atacama and more economic activity locally.”
In addition to promotional activities, there are plans for training programs aimed at improving service quality among local providers through certifications covering languages skills, first aid knowledge,and management tools.
