Positioning Research Defines Chile For North American Travelers

"The team at DCI has provided invaluable research to allow our visitor arrivals to grow. It's great to have a partner that understands the market as an extension of our team in the U.S. and Canada."

Juan Lopez, North America Market Manager, Turismo Chile

Isla de Pascua_Cantera Rano Raraku1

The Challenge

In order to grow market share in North America, Chile required a solid foundation of baseline research to understand its position among key audiences.


The DCI Strategy

DCI conducted a multi-faceted market research study, utilizing both primary and secondary research techniques. This included a situational analysis of economic, demographic and social trends; Consumer, media and travel trade perception studies; and a competitor marketing analysis.


The Results

  • Baseline data was produced against which the program success can be measured.
  • The situational analysis provided a comparison of U.S. and Canadian audiences allowing for refined messaging based on audience location.
  • An analysis of the travel trade provided in-depth data on new product and expansion opportunities.
  • Tourism Chile positioned itself effectively against its competitive set by honing in on its consumer audience, key selling propositions and developing key messaging that differentiated it in the marketplace from its competitive set.