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Classic gap year destination South America will push its profile in the UK market through a forthcoming awareness campaign from Chile's national tourism organisation.

The Corporacion Turistica de Chile plans to step up efforts to attract UK visitors to the Spanish-speaking country, which runs the length of the western coast of the continent, says incoming director Pablo Moll

'We believe British travellers are tailor-made to enjoy Chile,' he remarked.

But although 7% more Britons visited Chile in 2006 than in 2005, the rate of growth of UK travellers is well below overall growth in Chile's tourist numbers, at 12.7% over the same period.

Sultry weather rarely fails to attract the eye of the roam-hungry Briton and Chile's hottest month is January, just the time when Brits get itchy feet at home.

Between January 2006 and January 2007, the number of winter British travellers to Chile increased by 19%.

And the heat of this fascinating country is only one of its attractions, which include excellent wine, deserts, glaciers and the astounding mute monuments of Easter Island.

The Chilean public relations endeavour will include educational visits to the country for press and travel agents.

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