Subsecretaría de Turismo

What Subsecretaría de Turismo does

Subsecretaría de Turismo is a Chilean government state entity, established by Law N° 20.423 in February 2010 and operational since January 1, 2011, operating under the Ministerio de Economía, Fomento y Turismo (Ministry of Economy, Promotion and Tourism). It is the national authority responsible for designing and implementing Chile's public tourism policy, coordinating tourism matters across ministries, agencies, and regional governments, and managing the regulatory framework including the ZOIT (Zonas de Interés Turístico) program and tourism concessions in state-protected wilderness areas. Current leadership comprises Subsecretaria María Paz Lagos Valdivieso, reporting to Minister Daniel Mas Valdés.

The institution operates a portfolio of products and digital platforms that collectively form Chile's national tourism data and engagement infrastructure. Core platforms include Data Turismo (consolidated statistics), the newly launched Índice Nacional de Actividad Turística (INATUR) for measuring national tourism performance, the Portal de Participación Ciudadana (PAC) for public consultation, the Chile es Tuyo domestic promotion brand, Invierte Turismo for investment attraction, and the Estrategia Nacional de Turismo Sostenible 2035 framework. Operational reach extends across all 16 regions of Chile through Sernatur (Servicio Nacional de Turismo), the institution's core operating subsidiary, supplemented by programs such as Gira de Estudio, Mejor Anfitrión Mejor Turista, and Welcome Points at Santiago's international airport. The technology base is conventional government web infrastructure with no disclosed AI/ML capabilities, APIs, or SDKs.

The business model is non-commercial: the entity is funded through the Chilean national public budget and does not sell products or services. Its measurable outcomes include record inbound tourism (more than 5 million visitors in 2024), international recognition (Best Green Destination at World Travel Awards 2022; Best International Destination at Forbes Travel Awards), and the deployment of CLP $30,000 million (~$33M USD) in reactivation capital channeled through Corfo and Sercotec to tourism SMEs. Headcount is reported at 11–50, reflecting the central coordinating body, with Sernatur providing the larger operational field force across Chile's regions.

Name

Subsecretaría de Turismo

Legal name

Subsecretaría de Turismo

Website

https://subturismo.gob.cl

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Subsecretaría de Turismo is Chile's national tourism policy authority under the Ministry of Economy, coordinating tourism strategy, regulation, and data infrastructure (Data Turismo, INATUR) across all 16 regions via Sernatur, serving domestic tourists, international visitors, tourism operators, and regional destinations.

Ownership category

akta.pro rank

Product category

Government Tourism Administration

NAICS

Convention and Visitors Bureaus (561591)

akta.pro primary industry

Tourism Trade & Services Exports Development (BPADAMAO)

Keywords

• Government tourism administration
• National tourism policy
• Destination development
• Tourism statistics platform
• Sustainable tourism strategy

Headquarters

HQ city

Pasto

HQ country

Colombia

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Distribution channels4 records

Marketing channels7 records

Core offering

The Subsecretaría de Turismo develops and implements Chile's national tourism policy, programs, and regulatory frameworks through coordinated action across 16 regions. Its core offerings include the Data Turismo statistics platform, the new Índice Nacional de Actividad Turística (INATUR), Zonas de Interés Turístico (ZOIT) destination development, the Estrategia Nacional de Turismo Sostenible 2035, and citizen-facing programs such as Gira de Estudio and Welcome Points. The institution does not sell products or services commercially; it is funded through Chile's national public budget.

Product overview

Subsecretaría de Turismo is Chile's government agency responsible for developing and implementing tourism policies, programs, and regulations. The organization operates a portfolio of interconnected products and services including Data Turismo (a centralized tourism data platform), the newly launched Índice Nacional de Actividad Turística (INATUR) for measuring tourism performance, and Zonas de Interés Turístico (ZOIT) management for destination development across 16 regions. Their service offerings include Welcome Points at international airports, citizen participation portals, and promotional campaigns like Chile es Tuyo. The agency also manages educational programs such as Gira de Estudio and responsible tourism initiatives like Mejor Anfitrión Mejor Turista, supported by strategic frameworks including the Estrategia Nacional de Turismo Sostenible 2035 and cultural tourism guidelines.

Differentiator

Problem solved

Functional benefit

Products and services

• Data Turismo Centralized data platform consolidating tourism statistics and information for Chile, providing accessible tourism data, barometers, annual reports, and demand, supply, and economic indicators to the public and industry stakeholders.
• Índice Nacional de Actividad Turística (INATUR) National tourism activity index measuring and tracking tourism performance across Chile's 16 regions.
• Zonas de Interés Turístico (ZOIT) Tourism Interest Zones designated under Law No. 20.423, managed through decrees, action plans, and progress reports for sustainable destination development across Chile's 16 regions.
• Chile es Tuyo National tourism promotion campaign encouraging Chileans to travel responsibly within the country.
• Gira de Estudio Sernatur program operated by the Subsecretaría that enables students to travel within Chile, visiting destinations such as Pucón in the La Araucanía region.
• Welcome Points Tourism advisory points installed at Santiago's international airport (Terminal 2), providing digital guidance and destination recommendations to arriving international visitors.
• Portal de Participación Ciudadana Citizen participation portal containing information about civil society councils, participatory public accounts, and citizen consultations on policies, plans, programs, and government projects.
• Estrategia Nacional de Turismo Sostenible 2035 National sustainable tourism strategy document outlining Chile's long-term tourism development vision through 2035.
• Lineamientos de Turismo Cultural Cultural tourism guidelines document providing strategic direction for cultural tourism development in Chile.
• Mejor Anfitrión Mejor Turista Responsible tourism campaign promoting guidelines for tourists and hosts on respectful travel behavior, environmental conservation, and community engagement.

Quantifiable outcome

• Chile recognized as Best Green Destination of the World at World Travel Awards 2022 ('Oscar del Turismo')
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered major, core and notable.

• Corfo (Corporación de Fomento de la Producción)majorStrategic or Co-development Partner · 1 July 2022Chile's economic development agency partnering with the Undersecretariat on PARTurismo program, providing investment capital and support for tourism enterprise development as part of the #ChileApoyaElTurismo recovery plan.
• Sercotec ChilemajorStrategic or Co-development Partner · 1 July 2022Chile's small business support agency partnering on the RecuperaTurismo program under the #ChileApoyaElTurismo plan, delivering direct support to micro, small and medium tourism enterprises affected by the pandemic.
• Comité de Ministros del TurismocoreStrategic or Co-development Partner · 1 February 2010Inter-ministerial committee composed of government ministers responsible for tourism decision-making at the highest level, established under Law 20.423. Chaired by the President, it sets national tourism policy direction.
• Servicio Nacional de Turismo (Sernatur)coreStrategic or Co-development Partner · 1 February 2010National Tourism Service is the operational arm of Chile's tourism institutional system. Sernatur executes tourism promotion, manages service quality classification, operates tourism information systems, and delivers citizen services including the Gira de Estudio program and call center.
• Consejo Consultivo de Promoción TurísticacoreStrategic or Co-development Partner · 1 February 2010Advisory council established under Law 20.423 to provide guidance on tourism promotion strategy. Composed of industry representatives and stakeholders advising on positioning Chile internationally as a high-value destination.
• Ministerio de Economía, Fomento y TurismocoreStrategic or Co-development PartnerParent ministry overseeing the Undersecretariat. The Minister of Economy serves as chair of the Tourism Ministers Committee, with the Undersecretariat operating under ministerial delegation for tourism coordination across all government sectors.
• Mesa Nacional de Capital HumanomajorStrategic or Co-development PartnerNational Human Capital Table bringing together government and industry stakeholders to address tourism workforce development, training standards, and professionalization of tourism workers across Chile.
• Mesa Nacional de SustentabilidadmajorStrategic or Co-development PartnerNational Sustainability Table coordinating environmental and climate action in tourism, supporting implementation of the Estrategia Nacional de Turismo Sostenible 2035.
• Directorio Transforma TurismomajorStrategic or Co-development PartnerStrategic board guiding tourism transformation initiatives, supporting innovation and competitiveness development in Chile's tourism sector through public-private collaboration.
• Alianza de la Industria AéreanotableStrategic or Co-development PartnerAlliance with the airline industry to coordinate air connectivity development, supporting increased routes and capacity for tourism access to Chile.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Tourism Australia: Australian government tourism authority responsible for destination marketing and international promotion. Comparable mandate (national tourism marketing, data platforms, international campaigns), but a much larger organization and budget.
• Brand USA: National destination marketing organization for the United States. Comparable as a PPP-style national tourism promotion body, but operates at much larger scale and with a broader funding base than Chile's counterpart.
• VisitBritain: British national tourism agency funded by the Department for Culture, Media and Sport. Comparable as a government-affiliated national tourism promotion and data body, operating at significantly larger scale than Chile's Subsecretaría.
• Tourism New Zealand: New Zealand government's national tourism organization. Functionally comparable as a sovereign tourism marketing authority with international promotion, data, and trade engagement functions, though with a globally distinctive destination brand.

Others

• WTTC (World Travel & Tourism Council): Global industry council representing the travel and tourism private sector. Comparable in that it produces widely cited tourism economic impact data and sustainability frameworks that influence the policy decisions of bodies like the Subsecretaría.
• UNWTO (UN World Tourism Organization): United Nations specialized agency for tourism policy and international cooperation. They convene the framework (e.g., Global Code of Ethics, statistics standards) within which the Subsecretaría operates, making it a relevant institutional peer rather than a direct competitor.

Direct peers

• ProColombia: ProColombia is the Colombian national promotion agency for tourism, exports, and investment. It is a direct functional peer — a government-affiliated authority responsible for tourism promotion, destination positioning, and investment attraction at the national level, with comparable mandate and digital platforms.
• Visit México: Mexico's national tourism promotion platform operated under the Ministry of Tourism. A direct peer as a sovereign tourism marketing body managing destination branding, international campaigns, and promotional digital platforms for inbound tourism.
• PromPerú (PROMPERÚ): Peru's official export and tourism promotion agency. Directly comparable as a Latin American government tourism authority executing national promotion, market intelligence, and competitiveness programs, often competing with Chile for the same international visitor segments.

Regional players

• INGUAT (Instituto Guatemalteco de Turismo): Guatemala's national tourism authority. Comparable as a Central American counterpart focused on destination promotion, tourism statistics, and cultural/nature tourism development, though operating in a different sub-region than Chile.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/subturismo
• YouTubeyoutube.com/@subturismo
• Facebookfacebook.com/SubTurismo
• Instagraminstagram.com/subturismo

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Subsecretaría de Turismo