Mexico, an emerging market for luxury and nature tourism: Gonzalo Undurraga, CEO of Explora

Responsible tourism in nature . Explora CEO Gonzalo Undurraga has no doubt: South America has world-class destinations that compete, for example, with African safaris, which offer unique and luxurious experiences (in remote locations), which Mexicans are increasingly turning to as an alternative.

Explora is a family-run business based in Santiago, Chile , founded 33 years ago, where conservation is a priority and it has a presence in Argentina, Peru, and Bolivia.

“The founder loved exploring nature, but after many years, he was looking for a luxurious experience, something different (beyond the tent), and that's why he created Explora. We have lodges with 20 to 50 rooms with beds, showers, great water pressure, delicious food, and the bar is in the center because the goal is to share the day's experiences,” Undurraga says.

Among the destinations they offer with different infrastructures are: Patagonia (Tierra del Fuego expedition: A Journey to the End of the World).

In an effort to attract new tourists, the CEO of Explora launched an intensive promotional strategy this year in Mexico , an emerging market, which includes meetings with tour operators, influencers, and the media.

Its purpose is to captivate people who want to connect with nature under a high-level all-inclusive concept, which includes, among other things, explorations on foot, horseback, bicycle, or jeep, where the guides are truly traveling companions.

"In our case, we're talking about luxury, but not gilded, over-the-top, almost Nordic hotels, with chefs like the renowned Virgilio in Peru. At Explora, it's not enough for high-level people to come and transform themselves; we have to contribute to conserving nature," he added.

Mexico's potential

In an interview, the CEO explained that their largest source markets are the United States, Brazil, and Europe, but they are excited about Mexico.

"In the last four years, Mexico has tripled its volume and is beginning to gain momentum. There's a greater awareness of nature. We propose that South America become a world-class destination, like Africa," he said.

Last year, Explora welcomed nearly 25,000 tourists to Chile, who enjoyed some of the experiences in neighboring countries thanks to the region's air connectivity.

—What is the profile of Mexicans who enjoy their experiences?

—They're mainly from Mexico City, Guadalajara, and Monterrey, between 35 and 50 years old. They're people who love to travel, who go on honeymoons, who want to share nature. There are families. They visit Torres del Paine National Park in Patagonia, where the company was founded, and combine it with Atacama or Easter Island. Above all, they're clear that the best experiences involve spending between five and seven nights there.

—What are you looking for?

—A different kind of encounter with nature, which allows them to take a break from contact with technology. Intuitively, they tell themselves, "I have to stop," and they are certain that nature is healing. This search for experiences was already a trend in Brazil, and we hope it will be in Mexico. These are conscious tourists.