The 38th International Tourism Fair, FITUR 2018, was recently inaugurated in Madrid and the Peruvian representatives received the Excellence Award for the campaign carried out with T-Brand, the content platform from The New York Times, promoting cuisine through 'Generation with a Cause.'
This campaign reached around 130 million people in the United States and around the world, reinforcing our cuisine's international exposure, thus promoting its development and strengthening it at an international level.
The PROMPERÚ Communications and Country Image director, Isabella Falco, received the prize, highlighting the effort made by the long production chain for our cuisine to become recognized all over the world.
With regards to the Spanish travel market, Peru is going for a different type of tourism within their "Peru, the richest country in the world" campaign which was very successfully launched in 19 countries at the end of last year.
At the fair, people attending were able to marvel at the large variety and many possibilities that Peru has to offer in the adventure and nature sectors and see first-hand why the country has decided to promote its tourist experiences as a new paradigm of wealth. From its coast, mountains and forests, a multitude of options is available that will satisfy both the most intrepid travelers as well as those who are just starting out in adventure tourism and who are looking for an alternative type of travel.
PROMPERÚ had a 230 m2 stand designed to catch international attention with the incomparable wealth that the country has to offer with regards to priceless experiences. Additionally, it had the ‘Perú, Mucho Gusto’ bar, where our cuisine and pisco-based cocktails were shown off. Furthermore, a virtual reality space was developed around the Nazca Lines and Kuélap, complementing a 3D photo shoot of that fortress of the Chachapoya culture and with dance performances every day throughout the event, using traditional costumes to raise awareness of cultural diversity.
It should be noted that last year FITUR consolidated its position as the main event in the world tourism industry when it set new participation and business records: it had 245,000 participants, managed to get 9,700 companies together and set up 6,800 bilateral meetings.
It is hoped that the 20 Peruvian companies that attended will hold various business meetings with the main tour operators and airlines in the market with a view to reaching business potential worth nine million dollars.