Hotel Patagonia: Argentine and international hoteliers scramble for market share at the end of the world.

Patagonia--the southern tip of South America--has become a brand name in the tourism world. Its dreamy landscapes seem to entice ever-increasing numbers of visitors. That's why large hotel chains and smaller Argentine companies want to boost their presence at the end of the world.

The Hilton chain plans to open a hotel during the first quarter of 2007 in Ushuaia, Tierra del Fuego province. The US$13 million property will have 150 rooms. Yowen Hotel, a group of Argentine investors, will build the Hilton Ushuaia while Hilton will manage the brand and decide the architecture, as well as oversee day-to-day hotel affairs.

Hilton's managers for the region recognize that the "world's southernmost city" is a great growth market since none of its international competitors are there. The company plans to position itself as the highest-caliber luxury hotel in the area. The new Hilton Ushuaia will have meeting and events salons, a gymnasium, a heated pool, restaurant and bar packaged in a property overlooking the Beagle Channel and surrounded by Patagonian forest, says Tom Potter, vice president for Hilton's Latin American operations. "Ushuaia is visited by a very significant number of foreign tourists and besides, it's the starting point for many trips to Antarctica," says Potter.

Maximo Praga, a partner at RED Hospitality Consulting, which is responsible for the project, says don't expect the new Hilton to blend in. "The hotel is very simple in its objective, which is to provide high-quality, well-equipped rooms. It's going to be a metallic structure. It's not going to have architecture typical of Argentina's south," Praga says. From the banks of the Beagle Channel, guests will enjoy views of mountains, oceans, glaciers and forests. As emblematic of Patagonia as it gets, Ushuaia is a popular spot for adventure tourism, skiing and boat tours of the impressive Lapataia Bay and Tierra del Fuego National Park 

Hilton won't be the only luxury outfit in the area. The Los Cauquenes hotel is ready for business. Hotel director Cristian Zaefferer says this Patagonian city needs more hotels to satisfy the growing interest among international tourists. Unlike the Hilton, Los Cauquenes is built in a style typical of the region. Red roofs hang over native Patagonia wooden walls set over a stone base, giving the development a very Argentine feel. Los Cauquenes provides 54 rooms with views of both the ocean and mountains. There are two convention rooms, a spa and a gym. "We are aiming to run a hotel for demanding foreigners," says Zaefferer. A group of Argentine investors put up $3.2 million to open the hotel.

Not far away, the Biquard Group runs the Los Cerros del Chalt6n hotel. Just steps away from the Los Glaciares National Park at the foot of the breathtaking Fitz Roy Mountain in Santa Cruz province, the town of E1Chalten is known across the world as a haven for adventure tourists and nature lovers. It's also one of Argentina's youngest municipalities; it was founded in 1985 as a strategic outpost when Argentina and Chile were embroiled in a territorial dispute. "Construction is traditional, with outer walls of wood, two-tiered roofs and a skylight in the middle of the main body, which makes it the best building around," says Rita Agote, head of public relations for the hotel. The $2.5 million investment hosts 44 rooms and a spa. "We're catering to the most demanding of domestic and foreign tourists," Agote says.

Hotspot. The list goes on. Grupo Fen just opened the Esplendor del Calafate in the town of Calafate, also in Santa Cruz province. With an avant-garde interior and views of mountaintops and a lake, the Esplendor's 57 rooms come with a slew of amenities, including six suites with bay views. A restaurant that seats 75 people and multi-use event salons also are available.

Patagonia is fast becoming a hotspot on the international travel circuit, so more global hoteliers are setting their sights on the deep south. "Currently, conditions are ripe for big hotel chains to look at these spots, thanks to the heavy tourist demand and the willingness on the part of the hospitality sector," says Guillermo Lavallen, of the Argentine Hotels and Tourism Association.