At the ITB, Peru wants to restore its image

Avatar photo

Peru’s new promotional campaign, entitled “PERU NOW” has just been unveiled. This marks the great return of Peru and highlights the splendor of a diversified, safe and competitive destination.

Promotion on social media and at ITB Berlin

The international strategy carried by the Commission for the Promotion of Peruvian Exports and Tourism (PROMPERU) was presented by the Peruvian Minister of Foreign Trade and Tourism, Luis Fernando Helguero, and the Executive President of PROMPERU, Walter Vizarreta, at the occasion of ITB Berlin 2023.

Ensuring visibility beyond Machu Picchu…

This advertising campaign shows moments of daily life and views of magnificent landscapes representative of Peru, such as Machu Picchu, Huacachina, Gocta, Lake 69, the northern beaches, among others. This strategy aims to strengthen the positive image of Peru and, above all, to encourage tourists to discover the beauty of the destination through the diversity of its experiences, its culture, its landscapes and the emotions generated by the country, the along an extensive coastline, spectacular Andean landscapes and lush Amazon rainforest.

A modest investment

The PERU NOW campaign represents an investment of approximately 2 million euros and will be in effect until next April 10, mainly in cities such as: Los Angeles, New York, Mexico City, Santiago, Arica, Iquique, Antofagasta, Quito , Cuenca, Loja, Machala, Guayaquil, Bogota, Medellin, Madrid and Barcelona, ​​among others.

The target audience is young travelers and adults from Millennials and Generation X (ages 25-54). This campaign should be seen by 38.9 million people.

It should be noted that the ITB – Internationale Tourismus Boerse – is one of the most important fairs for the international tourism industry, which brings together supply and demand from the five continents in one place. The commercial platform has 187 countries: 10,000 exhibiting companies and 120,000 professional visitors, including 1,000 VIP buyers.

Reactivation of tourism

Tourism is a productive activity that has a great impact on the economy of the country. In January 2023, 25,000 foreign tourists visited the country and, through campaigns such as PERU NOW, we seek to regain pre-pandemic numbers in the long term.

The objective is to build the confidence of future travellers, by maintaining a link that can encourage them to consider our country in the list of destinations chosen for their next trips, and to maintain the memory of our brand.

Catherine Mills Avatar