Chile Workshop Europe 2026
South American destinations require plenty of expert advice. Knowing the region and having distinctive journeys and products up your sleeve is always worthwhile. At the Chile Workshop Europe in Madrid, European buyers had the opportunity to connect with Chilean suppliers. The timing could hardly be better, as flight options from Europe are set to increase significantly. LuxuryWise joined in – here are the highlights of the event!
by LuxuryWise Senior Editor Cathrin Lührs
Chile Workshop Europa
Ziele in Südamerika sind beratungsintensiv. Sich dort auszukennen und besondere Reisen und Produkte im Köcher zu haben, lohnt immer. Auf dem Chile Workshop Europa in Madrid konnten sich europäische Buyer mit chilenischen Anbietern austauschen. Der Zeitpunkt ist günstig, denn die Anreise aus Europa, vor allem aus Deutschland, steigen deutlich an. Hier kommen die Highlights des Events!
von LuxusInsider Senior Editor Cathrin Lührs
Chile Workshop Europe by the Numbers:
Countries
...were represented on the buyer side. Participants traveled from Germany, Austria, Switzerland, Poland, Belgium, Norway, the Netherlands, the United Kingdom, France, Spain, Portugal, and Italy.
Buyers
...from across Europe gathered insights into Chile and made new contacts at the workshop in Madrid. Some attended for the first time, while others were returning guests. But everyone learned something new!
Suppliers
...traveled all the way from Chile to spend two days connecting with European buyers and building new business relationships. DMCs from across the country were particularly well represented.
Memorable Moments
Warm Welcome
Pretty exotic: Rapa Nui, also known as Easter Island, introduced itself to the workshop guests on the opening night, complete with dancers from the tiny island who quickly got everyone in the right dancing mood.
Image: Turismo Chile
Motivating Meetings
Let’s get to work! Buyers and suppliers met for 15-minute conversations. Both sides arranged meetings with preferred partners in advance, while spontaneous encounters were also possible.
Image: Turismo Chile
Exquisite Empanadas
Yes, Chile certainly knows how to deliver when it comes to food. On both workshop days, participants were treated to specialties from the South American country. And of course, the wine came from Chile too!
Image: Turismo Chile
Interview with Maria Paz Lagos Valdivieso, Chile’s Vice Minister of Tourism
María Paz Lagos Valdivieso is still new to her role as Undersecretary of Tourism in Chile’s new government. In an interview with LuxusInsider, she explains where Chile currently stands in tourism and what plans lie ahead.
Image: Turismo Chile
LuxuryWise: Why is the Chile Workshop Europe taking place in Madrid?
María Paz Lagos Valdivieso: For me, this is the first workshop in Europe since I took office as Vice Minister of Tourism three months ago. For Chile, however, it is already the third time we have organized this kind of workshop in Europe. The European market is very important to us, with Spain, Germany, France, and the United Kingdom among our key source markets. On the first day, we met with buyers from Spain, followed by the workshop with European buyers on the second day. European travelers have a strong interest in nature.
LuxuryWise: What does Chile hope to achieve through this event? Lagos Valdivieso: I hope more Europeans will travel to Chile. We already have very good air connections with Spain, with 27 nonstop flights per week. Germany remains more of a challenge. My goal is to bring Lufthansa back to Chile before the end of my term. The German market is very important to us, and the number of German visitors has recently increased. Last year, Spain was still our leading European market, but Germany has now moved into first place.
LuxuryWise: What role does luxury travel play in Chile?
Lagos Valdivieso: Luxury travel is becoming increasingly important for Chile, especially in Patagonia and Antarctica, including expedition cruises, but not only there. We also have excellent properties and five-star hotels in the north.
What matters most to us is a simpler form of luxury. This is a trend we want to strengthen in Chile: luxury connected with nature, local communities, and authentic experiences. I believe this niche will continue to grow, and we have a strong opportunity to promote it even more.
LuxuryWise: Which target groups choose Chile for a luxury vacation?
Lagos Valdivieso: I see growing interest in luxury travel across many European countries. In my view, the 35-to-64 age group is particularly interesting. Younger travelers often seek more risk and adventure, while this more mature audience is increasingly looking for high-quality travel experiences.
LuxuryWise: Chile did not attend ITB Berlin this year. Will that change in the future?
Lagos Valdivieso: That is correct: Yes! We took office with a tourism promotion budget that had been cut by 30 percent. Next year, however, we will double that budget and expand our promotional activities in our priority markets. Germany is one of them, which is why we will definitely return to ITB Berlin next year.
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Top 3: Our Favorite Meetings at the Chile Workshop
The Buyers' Perspective
Chiara Valsecchi · Earth Viaggi, Italy
"The workshop is worthwhile, and I am always happy to attend. From my perspective, however, there is still room for improvement in the organization, especially when it comes to supplier selection and keeping meetings on schedule. Some products were new to me, while I was already familiar with others. My tour operator has extensive experience selling Chile, so it is generally difficult to discover something truly new. Even so, I came across a few interesting excursions and a new hotel. The overall length of the event works well because I am only out of the office for two days. I also attended last year, and although I did not take away a great deal of new information this time, it is always valuable to refresh contacts and reconnect. I would like to see new suppliers included every year, along with a better agenda tool."
Image: LuxuryWise
Image: LuxuryWise
Julia Drefs · Windrose Finest Travel, Germany
"Overall, I found the workshop very helpful. There were quite a few niche suppliers and hotels that gave me some inspiration, and I already have new ideas for trips beyond Chile’s most visited destinations. I would definitely attend again, but I would like to see more variety and rotation among the suppliers, which is especially important in the luxury segment. It would be great to have more representatives from that segment. I discovered two hotels in unique locations that I had not known before, and they are a great fit for us. Overall, the event felt very compact, but also a little tight. I do not necessarily see that as a negative, although the time could perhaps be used even more efficiently, for example with meetings spread across two half-days or one afternoon and one full day, while still allowing for convenient flight connections and full attendance until the end."
Nuria Rodríguez de Llanos · Uniqa Destinations, Spain
"The Chile workshop was excellent, especially because it offered direct access to DMCs and local travel companies. From the Atacama Desert in the north to Santiago, the Lake District, Patagonia, and Rapa Nui, the range of destinations was impressive. This was not my first time attending, but my third, and I still find the event valuable every time. Speaking directly with Chilean partners brings new ideas, itineraries, and experiences that we can offer our clients. The conversations about Patagonia and the Atacama Desert were particularly interesting for me. I am definitely taking home new programs and new inspiration for both the Spanish and the U.S. markets."
Image: LuxuryWise