El Palacio de Hierro explores Chile as a way to promote inbound tourism

What: El Palacio de Hierro teams up with Chile’s tourism office in order to reinforce the country’s visibility.

Why it is important: an increasing number of department stores are acting at the regional level in order to be part of the touristic flows in their region. The Mall Group has led a similar activity recently.

ProChile has partnered with Palacio de Hierro, a prominent luxury department store chain in Mexico, in a significant initiative aimed at promoting Chile's tourist attractions and high-quality food offerings in Mexico. This collaboration features two strategic missions to Chile, highlighting its tourism and culinary sectors.

The first mission, focusing on tourism, took place successfully from May 12 to 21. During this period, Palacio de Hierro representatives visited key regions including Metropolitan Santiago, Valparaíso, and Los Lagos, identifying appealing destinations for Mexican tourists. Marcelo Sobarzo, the Trade Attaché of ProChile in Mexico, expressed confidence that this mission would significantly boost interest in Chilean tourism.

The second mission, scheduled for later this year, will concentrate on Chilean food products and handicrafts. It involves meetings and visits to local companies by Palacio de Hierro delegates to curate a selection of Chilean gastronomy.

In 2025, Palacio de Hierro will host the first month-long festival dedicated to a Latin American country across all its stores, showcasing selected Chilean products and promoting tourist routes. An immediate outcome of this project is the promotion of travel packages to Chile in Palacio de Hierro stores from May 15 to June 15, 2024, aiming to attract Mexican consumers to explore Chile’s diverse destinations.