'Diverse and authentic' Peru highlighted in Toronto

PromPeru hosted members of the travel trade and media for a breakfast event in Toronto yesterday morning, detailing some of the steps it will take in an effort to achieve its goal of welcoming 7 million tourists by 2021.

Among the centrepieces of its strategy will be a new international campaign, set to launch on Nov. 6 in London, which will feature four themed videos focused on gastronomy, adventure, culture, and nature.

Although she couldn’t reveal too much about the campaign before its release, Elisabeth Hakim, incoming tourism coordinator, North America & United Kingdom for PromPeru, described it as a ‘totally different’ style, with campaign assets to be shared at www.peru.travel.

With the country uniquely positioned as a cultural, natural and culinary destination, Hakim said that PromPeru aimed to communicate its varied tourist offerings by redefining the traditional perception of wealth. “People care less about acquiring, and more about exchanges,” she commented.

“If travel is the only thing you buy that makes you richer, the wealth offered by Peru is based on the diversity and authenticity of its attractions.”

Travel from Canada to Peru has blossomed in 2017, with Hakim telling PAX that it has witnessed 6 per cent growth in the last six months, and the announcement of additional flights is expected to further that progress; an eighth Air Canada route to Lima is to commence in December, flying from Montreal.

Describing Peru as a ‘rich and complex’ product, Hakim also highlighted the role of travel agents in selling the country. PromPeru’s educational support for travel agents includes specialized webinar training, which will focus in 2018 on adventure/nature, urban/gastronomy, culture and wellness.

The Peru Sales Companion App and Peru Specialist Program feature insider tips, videos, itineraries, brochures, and all new content; it’s viewable at www.peruagent.com, with 6,493 agents currently registered. The ‘Peru Points’ program rewards sales with cash and travel rewards (a week program for two in Peru, including air with LATAM Airlines).

Webinars are also offered through the Adventure Travel Trade Association (ATTA) and the Virtuoso network, with specialized FAM trips allowing agents to witness new products and destinations first-hand.

Hakim’s presentation articulated PromPeru’s focus on sustainability efforts in 2017, with its ‘Pachamama’ sustainable tourism component aiming to highlight the country’s suitability as a sustainable, adventure, cultural and gastronomy tourism destination.

The component, which provides support for tour operators and partners engaged in sustainable tourism in Peru, was launched to overlap with 2017’s status as the UNWTO International Year of Sustainable Tourism for Development.

Further information about Peru is available at www.peru.travel.