In the last decades, tourism has turned into one of the most important economic activities. The population doubles in the summer months, principally for the beaches, recreational activities, musical festivals, concerts, and
Fashion Week. In addition, the city is an obligatory stop for hundreds of pilgrims that arrive to the city of Coquimbo, where during The Serenade they find lodging for visiting the zone and
Valle de Elqui. In this city there are located branches of the more important chain stores of the country, Mall Plaza La Serena, which has the national shops
Falabella and París. Also Mall Puerta Del Mar, contains two supermarkets, and regional multistores, such as La Elegante, and shops for home and construction. The downtown is one of the places with major economic and financial institutions of the
Coquimbo Region.
Tourism The old part of the city is the largest and most important urban "traditional area" (
zona típica) in Chile. The churches are distinguished by many styles of
belfries, which led to the city being nicknamed "the city of the belfries". The Church Cathedral of La Serena was designated a Historical Monument in 1981. Construction was initiated by the French architect Jean Herbage in 1844, and dedicated in 1856. It is the largest temple in the city, constructed in
Neoclassic style, measuring long by wide, with three central bodies. Inside there is an organ donated by the philanthropist Juana Ross de Edwards. The belfry dates back from the 20th century. The town has retained its historic architecture and this, along with a selection of beaches (known as
Avenida del Mar, "Sea Avenue"), has caused the city to become a significant tourist destination, attracting many foreigners (most of them Argentines from
San Juan and
Mendoza provinces) during January, and later
Santiago residents fleeing February heat. The beaches of the
Avenida Del Mar are some of the most crowded in La Serena, which run from the
El Faro Monumental in the south to Peñuelas's beach in neighboring Coquimbo, an extension of . However, the beaches of La Serena have very rough water and are not suitable for swimming. In comparison, beaches in Coquimbo, such as The Horseshoe, have very calm waters and clean sands. The twelve beaches along the
Avenida del Mar are El Faro, Los Fuertes, Mansa, Blanca, La Barca, Cuatro Esquinas, La Marina, El Pescador, El Corsario, Hipocampo, Las Gaviotas, and Canto del Agua. All of them except the beacon are suitable for the swimming and aquatic and nautical sports. In recent years the
La Serena Song Festival (created in 2004) has been gaining national importance, due to the high quality of the invited artists. A new international airport has also been improved. Real estate development along the beach has created a tourist residential development along the
Elqui River. The most famous beach near La Serena is "Morrillos" with of sand and dunes. In the southern part of Morrillos is Guanaqueros, a beautiful spot with calm waters. Water temperatures can reach in summer. The best surf spot is Totoralillo beach with good waves. "El Cacho" wave is one of the famous and works awesome with swells. The best Enduro mountainbike spot is Cerro Grande just behind La Serena with several trails only for advanced to expert riders. == International relations ==