La Serena offers beaches that combine with the desert climate, astronomical observation, a rich colonial heritage and is an excellent starting point for exploring the Elqui Valley, known for its vineyards and pisco production. It is the second oldest city in Chile (after Santiago). 

Among its attractions is the presence of marine fauna (penguins, sea lions and dolphins), due to the Humboldt marine current, an oceanic current with very cold deep waters that rises along the coasts.​

Among the main tourist attractions are:

• Avenida del Mar:This coastal avenue is perfect for strolling, with beautiful beaches, green areas and a wide range of restaurants and recreational activities.

• The Elqui Valley: A short distance from La Serena, this valley is famous for its clear skies, ideal for stargazing, and for being the home of Chilean pisco. Visiting its vineyards and distilleries is a unique experience.

• The Japanese Gardens: a peaceful and beautiful place to relax, with lakes, bonsai trees and architecture that reflects Japanese influence.

• The Plaza de Armas: The historic heart of the city, surrounded by colonial buildings, the cathedral and the clock tower, is an important meeting point for locals and tourists.

• La Casa Gabriel González Videla: former presidential residence and now a museum, where you can learn more about Chile's political and cultural history.

• El Faro: The La Serena lighthouse is one of the oldest in Chile and offers a breathtaking panoramic view of the city and the Pacific Ocean.