Peru launches international campaign to boost tourism

Peru just unveiled its latest international tourism campaign, “Peru, the richest country in the world,” at the 2017 World Travel Market (WTM) expo held in London.

The campaign will be available in seven languages and publicized in the 19 countries that account for around 90% of foreign tourist visits to Peru. Its goal is to draw the world’s attention to the incomparably rich experiences that can be found in this country: its culture, nature, food or adventure activities.

Ancient Peruvians, through their care and transformative action, have handed down traditions from generation to generation in the Amazon, the Andes and along the coast that today enrich the lives of travelers to visit those places.

As evidence of our riches, the UEP (Unique Experiences Producer) index was created for publicity purposes. Peru tops the index because it has kept alive its customs, enjoys great biodiversity and has a renowned history and cuisine.

“Peru, the richest country in the world” aims to promote our destinations to tourists looking for a wealth of life-changing emotions and moments that feed their soul.

“Tourists have changed, both in what they look for when they travel and in how they collect information about their next destination. That’s why we are inviting them to come to Peru to enrich themselves as people. We are also giving priority to our spots on far-reaching digital and traditional channels,” explained Marisol Acosta, Director of Tourism of the Peruvian Export and Tourism Promotion Board (PROMPERÚ).

Part of this push has been launching the website www.perupaismasrico.com with the four theme-based videos created for this campaign: culture, food, adventure and nature. The videos will be published one by one so people can share them on social media.

A separate strategy for the “Peru, the richest country in the world” spots will deployed for each country included in the campaign based on the most important target segments in each one. 

Tourism in Peru accounts for 3.9% of the nation’s GDP, and directly or indirectly creates more than 1.3 million jobs, making it one of the main drivers of the country’s development. The current government has set a goal of doubling international tourist arrivals by 2021. This new campaign is one step towards achieving that goal.

WTM 2017

World Travel Market is the premiere trade show for professionals working in the global travel industry. It is the sector’s leading event for networking with tourism professionals and conducting business deals.

The trade show, in its 37th year, is held annually in London, UK. Peru has participated every year since 1993.

This year it ends on November 8. Peru plans to participate with a 3230-square-foot stand. 30 Peruvian companies will also participate as co-exhibitors.

Each WTM event features around 5000 exhibitors, 51,500 participants from almost 182 countries, and is attended by nearly 3000 international news outlets.