TORONTO — How do you define wealth? In Peru, it’s measured in authentic experiences, natural beauty, adventure options and cuisine, all of which were highlighted at an industry event in Toronto this morning.
Hosted by PROMPERU, the Peru Export and Tourism Promotion Board, the event welcomed travel partners and media who were the first to learn about the destination’s new international campaign, launching on Nov. 6 at WTM London. Though Elisabeth Hakim, Incoming Tourism Coordinator, North America & United Kingdom, couldn’t divulge too much information about the campaign, she did note that the destination is working towards the goal of seven million tourists by the year 2021.
“We want to communicate that we have a wealth and a variety of offerings, from cuisine and culture to the Amazon,” she said. “Whenever I come back from Peru, I am humbled by the people and the beauty that’s there. I come back a different person.”
The new campaign, which will be launched over a one-month period in destinations that include Toronto and Montreal, will feature a ‘masterpiece’ video as well as four themed videos on the country’s gastronomy, adventure, culture and nature. Campaign assets will be shared at peru.travel.
This campaign follows previous marketing initiatives in Canada, which include ‘On the Move in Peru’, an online, co-branded, consumer-facing campaign featuring a contest for four trips to Peru. More recently, the destination launched ‘Wild Peru’ (wild.peru.travel), another consumer-facing campaign that’s currently running until Nov. 24. Travellers can win a nature and adventure trip by playing a customized game on either their smartphone or desktop computer.
In July, PROMPERU also introduced a sustainable tourism component called ‘Pachamama’, or ‘Mother Earth’, to highlight the fact that 2017 is the ‘Year of Sustainable Tourism for Development’. The main objective is to increase awareness of Peru as a sustainable and adventure-filled destination, with partners that include airlines, tour operators, retailers and NGOs.
To help travel agents better sell Peru, PROMPERU offers the Peru Sales Companion App and the Peru Specialist Program, in which 6,493 agents are currently registered. The free platform – peruagent.com – showcases new and shareable content, insider tips, videos, itineraries and brochures. The site also includes ‘Peru Points’, which reward agents with cash and travel bonuses, including a week-long program for two in Peru.
Moreover, PROMPERU provides specialized training via webinars in collaboration with tour operators and local suppliers, as well as webinars through the Adventure Travel Trade Association (ATTA) and Virtuoso. It also runs specialized fams to experience new destinations and products; this year, it visited the Chachapoyas region.
For more information on travel to Peru, go to peru.travel.
