They discussed marketing strategies and the importance of forming alliances between different businesses to attract customers to the tourist destination.

Nearly thirty entrepreneurs from Los Ríos came to the Coñaripe Entrepreneurship Center, a beach resort in the Panguipulli commune, to participate in the workshop "A Tourism Product Doesn't Sell Itself," the third held this year as part of the Technology Dissemination Program "Designing High-Value Tourism Experiences."

Attendees discussed marketing strategies and the importance of forming alliances between different businesses to attract customers to the tourist destination . They also learned about and discussed sales channels for marketing their products.

Miguel Ángel Castro , manager of the El Descanso del Quijote cabin center, located in Riñinahue (Lake Ranco), said that the activity "was dynamic and practical, allowing him to delve deeper into and clarify doubts" on aspects related to the sector.

The workshop presenter, José Luis Varela , manager of the Bellavista Puerto Varas hotel, added that it was possible to "show the untapped potential of sales channels, and how these can be adapted to the reality of the area, the entrepreneur, and the size of their company."

Along these lines, the executive said that it was possible to convey concepts for analysis, such as the importance of partnerships. "If accessing a bank alone isn't feasible, you can join forces with a neighbor or several neighbors' businesses and together access financing," he explained.

“It's also very important to open channels that allow you to showcase your product or, more importantly, sell the destination, even if that doesn't entail a direct benefit. Your product may not have a place on a channel. But if your destination can be on that channel—for example, Panguipulli becoming known and visited—that's already a great achievement, because it can ultimately benefit everyone in a trickle-down way ,” Varela added.

The PDT Program is supported by Fomento Los Ríos and is aimed at business owners from Panguipulli, Futrono, Lago Ranco, and Río Bueno. It was created by commercial engineers Angélica Sepúlveda and Paulina Valderrama. Through Pilares Consulting, they also launched Ruténica.cl , a website specializing in the digital marketing of the Lakes and Volcanoes Scenic Route's tourism offerings.

REMAINING PROGRAM ACTIVITIES
Workshop 4 “Tourism product design” (first part).
Date: July 26th.
Location: Lake Ranco.

Technology Tour
Date: August 22-24.
Location: San Martín de Los Andes.

Workshop 5 “Tourism product design” (second part).
Date: September 6th.
Location: Panguipulli.

Demo Day
It contemplates “Testing” the different prototypes, collecting opportunities for improvement and adjustment, using relevant methodologies.
Date: October 4th.

Workshop 6 “Tourism product design” (third part).
Date: October 18. Location: Futrono.