As soon as travelers step through the airport doors, Chile chooses to greet them with a nod to its identity. Before exploring its landscapes, visitors are met with images of dances, crafts, traditions, and contemporary creations displayed in public spaces. With its new campaign “Chile, Cultural Territory,” led by Marca Chile, the country turns the wait for a flight or a walk through a terminal into a first cultural encounter.
A perspective that embraces the entire territory
The campaign was launched at Plaza Chile in Santiago’s international airport and will also be featured in train stations, subways, and shopping centers. One of its main goals is territorial inclusion: the campaign will not be limited to the capital. Its expressions extend from the high plateaus of Arica to the southern landscapes of Punta Arenas, highlighting traditions, crafts, and contemporary creations unique to each region.
Each video includes a QR code linking to the national cultural calendar, providing information about events across the country. The strategy aims to turn these inspirations into tangible experiences during the journey.
Culture as a calling card
For those arriving, the first contact with Chile is already an introduction to its identity, as emphasized by Manuel Valencia, Head of Communications at Nuevo Pudahuel Airport:
“Initiatives like this are at the heart of Santiago Airport’s mission, which is the entry point for over 95% of visitors to Chile and also the return hub for Chileans traveling abroad. It’s the place that creates the country’s first impression.”
María Teresa Saldías, Executive Director of Marca Chile, adds that it is “an invitation to rediscover and share who we are,” highlighting both the country’s heritage and its contemporary expressions.
A strategy with international reach
The project is part of a broader strategy to position the country as a destination where culture is a central component of the travel experience. At the same time, over 1,960 cultural assets are being mapped to develop creative tourism proposals. This strengthens Chile’s presence at major international events such as Fitur and ITB Berlin, and is supported by its recent presidency of the South American Tourism Federation for the 2025–2027 period, confirming its role as a regional reference.
By embedding its culture from the very first steps of travelers, Chile doesn’t just promote a message—it offers a tangible preview of what awaits beyond the terminals. These fragments of art and tradition, visible from north to south, become a thread connecting the airport welcome to the on-the-ground experience. A subtle yet powerful way to remind us that a country’s identity is discovered as much in its landscapes as in the gestures and stories of its people.
Photos: Marca Chile | Sernatur
