Francisca Labra
Marketing · Vivencias Travel
The capital has a unique combination of conditions to become an operational hub for regional tourism. Air connectivity, infrastructure and professionalisation are the keys.
Opinion column by Marcelo Rollandi, Founder of Vivencias Travel
"The capital has a unique combination of conditions to become an operational hub for regional tourism: air connectivity, hotel infrastructure, professional services," Rollandi argues in this opinion column published across several media outlets.
A privileged geographical position
Chile occupies an enviable position on the South American tourism map. With the Atacama Desert to the north, Patagonia to the south, the Andes as a permanent backdrop and more than 4,000 kilometres of coastline, the country offers a diversity of landscapes few nations can match.
The Brazilian market as a signal
In 2024, more than 780,000 Brazilians visited Chile, drawn by the snow, the wine, the food and a different cultural experience. Rollandi proposes "strengthening Santiago as a nerve centre" in order to position Chile as the gateway to South America.
The professionalisation challenge
Travellers today are looking for "more personalised, informed and conscious tourism". For Santiago to consolidate its role as a regional hub, the industry needs to professionalise, adopt technology and strengthen public-private collaboration.



