Success story: Casa Perú wows audiences at B.A.P. Unión and globally

The B.A.P. Unión sailing training ship brought the Peruvian identity to every corner of the world.

Last April 28, the B.A.P. Union returned to Peru after a voyage that brought the Peruvian experience to 21 foreign ports across fifteen countries. The expedition spanned 317 days, during which over 100,000 people had the opportunity to explore this training vessel up close.

The reception of the great ship at various ports around the world was overwhelming. It drew many visitors, eager to learn more about Peru or reconnect with their homeland in the case of migrants, and attracted significant media interest in showcasing Peruvian identity.

These impressive outcomes were achieved over more than 300 days of travel around the globe. The information gathered was then organized into three main sectors.

ASIA AND OCEANIA

Tokyo, Japan

On August 30 and 31, 2023, during the B.A.P. Unión's arrival at the port of Tokyo, a media event was held, with invitations extended to nine leading Japanese tourism channels. Additionally, a seminar for travel agents took place aboard the vessel, attracting 41 attendees.

Photograph: PROMPERÚ

Busan, South Korea

On September 12, 2023, during the B.A.P. Unión's arrival at Busan Port, another media event took place, attended by a total of 12 tourism influencers.

In this way, there were broadcasts on renowned Korean TV channels such as Busan MBC News (video link here), KBS Busan (video link here), and KNN News - Today Live (video link here). With all these showcases of the Peruvian experience in South Korea, there was a total outreach to 17,345,135 viewers.

Photograph: Ministerio de Relaciones Exteriores del Perú

Shanghai, China

On September 18, 2023, during the vessel's arrival at Shanghai Port, a media event took place at a Peruvian restaurant, attended by 11 tourism-focused media and 2 Chinese influencers who immersed themselves in the Peruvian experience. The following day, September 19, a tourism seminar was organized for 23 travel agents.

Photograph: Marina de Guerra del Perú/ PROMPERÚ

EUROPE

Civitavecchia and La Spezia, Italy

From December 12 to 17 and from December 18 to 22, 2023, Peru's presentation as a tourist destination was conducted for leading operators in Italy. During each session, a total of 36 professionals were trained. Throughout those weeks, Casa Perú welcomed over one thousand visitors.

Photograph: Ministerio de Relaciones Exteriores del Perú

Nice, France

From January 22 to 24, 2024, activations were conducted at Casa Perú for travel agencies in Nice and surrounding areas, aimed at encouraging them to visit the Peruvian vessel. Additionally, various presentations and activities were organized for students, along with a Pisco master class attended by 200 individuals. These efforts resulted in over 8,500 visitors to Casa Perú.

Photograph: Marina de Guerra del Perú/PROMPERÚ

Malaga and Cadiz, Spain

In the ports of Malaga and Cadiz, Peru's tourist destinations were showcased to local operators, tourism associations, and travel agencies. Attendees at these events also savored Peruvian specialty coffees.

Fruit and vegetable importers were treated to a working breakfast, where they were introduced to various Peruvian superfoods.

Finally, a seminar on business opportunities in Peru was held along with a visit to Casa Perú, in collaboration with the Chamber of Commerce of Cadiz. In total, 65 professionals were trained, while over a thousand people experienced the offerings from Peru.

Photograph: Ministerio de Relaciones Exteriores del Perú

AMERICA

Miami, United States of America

On March 15, 2024, a seminar was conducted at the renowned Cvi.che 105 restaurant in Miami, aimed at strengthening ties with the international tourism chain. American tour operators and travel agents from 19 companies had the opportunity to sample national cuisine while engaging with their Peruvian counterparts. 

A Pisco Mixology Class was also conducted to educate participants about the merits of Peru's flagship drink. Regarding outcomes: 24 professionals in the field received training, 60 appointments were scheduled, and 10 international media representatives participated in the event.

Baltimore, United States of America

A press tour was held at the port of Baltimore, bringing together five media outlets from Baltimore, Maryland, and Washington D.C., including two television stations that broadcasted live segments. Additionally, Baltimore's ABC, FOX, and CBS channels also covered the event.

In the print media, the B.A.P. Unión was prominently featured on the front page of the Baltimore Sun, as well as in the Baltimore Business Journal and the Baltimore Banner. In total, there were 28 television segments and 12 articles across print and digital platforms.

Moreover, an exclusive seminar was held for U.S. travel agents and tour operators from Maryland, Washington D.C., Philadelphia, and Baltimore. The aim was to exhibit Peruvian tourist destinations beyond Machupicchu. The seminar was attended by 20 U.S. companies, who also gained insights into Peru's cultural and tourism offerings.

The sailing training ship B.A.P. Union is more than just a vessel; it stands as a symbol of the Peruvian Navy's dedication and commitment to excellence. It represents the fusion of tradition and modernity, sailing proudly and carrying the Peruvian flag to every corner of the world. The impressive results achieved during this voyage attest to its significance and impact.