In the midst of President Gabriel Boric’s recent address to the full Congress, one of his statements stood out. He highlighted the role of “influencers” in showcasing Chile to the world. These influencers, individuals capable of influencing others primarily through social media, have played a significant role in promoting the country as a tourist destination. President Boric expressed pride in the growth of tourism in Chile, emphasizing its positive impact on the economy and employment. He noted that in 2024, Chile welcomed over 5 million foreign tourists, marking a 40% increase from the previous year.
While many influencers have praised Chile for its positive attributes, some have also shed light on less favorable aspects of the country. Spanish influencer Violeta Rodríguez, for instance, marveled at the advanced infrastructure of Chile while exploring the University of Chile metro station. Her TikTok video, which garnered over 300,000 views, captured her surprise at the country’s development. Finnish influencer Ella shared her love for Chile’s natural beauty, highlighting its diverse landscapes and unique destinations in TikTok videos. Mexican influencer Luisito Comunica, with millions of followers, expressed awe at Chile’s natural wonders during his travels from Santiago to the southern tip of the country.
Venezuelan YouTuber Ary Tenorio, who accompanied Luisito Comunica, also praised Chile’s tourist attractions, but warned her audience about safety concerns, particularly regarding theft in certain areas. However, not all influencers had positive experiences in Chile. English TikToker Lloyd Brown criticized Valparaíso, describing it as “repugnant” due to its cleanliness issues. Despite this, he acknowledged the country’s architectural beauty and explored other regions like Santiago, La Serena, and San Pedro de Atacama, ultimately recognizing Chile’s overall beauty.
Italian YouTuber Zazza’s videos from his recent visit to Chile painted a less flattering picture of the country. He highlighted social issues such as drug use in specific neighborhoods, labeling them as hubs of crime. While he acknowledged the beauty of certain areas, his focus on negative aspects tarnished the country’s image on an international scale.
These varied perspectives from influencers underscore the diverse experiences and perceptions of Chile as a tourist destination. While some highlight its natural beauty and cultural richness, others call attention to social challenges and urban issues. Ultimately, the narratives of influencers, with their wide reach and impact, shape global perceptions of Chile, influencing potential visitors and investors alike.
Chile’s tourism industry stands as a key pillar of its economic development, showcasing the country’s diverse offerings to the world. The power of influencers in shaping these narratives, both positive and negative, underscores the importance of sustainable tourism practices and effective destination management. As Chile continues to attract visitors from around the globe, it must navigate the complexities of perception management to ensure a balanced portrayal that captures the country’s essence authentically.
The voices of influencers, with their ability to sway public opinion and drive trends, hold significant weight in shaping Chile’s image on the world stage. Their experiences, whether positive or critical, contribute to a multifaceted understanding of the country, highlighting both its strengths and areas for improvement. As Chile evolves as a prominent tourist destination, the narratives crafted by influencers will continue to play a crucial role in shaping the global perception of this vibrant South American nation.
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