Peru’s Export and Tourism Promotion Agency (PROMPERÚ) recently launched its ‘Meaningful Meetings in Peru 2024’ campaign. This initiative aims to position Peru as a destination of choice for international meetings, incentive trips and events, by highlighting the country’s unique assets. The campaign was unveiled at IBTM Americas 2024 in Mexico City, one of the largest events dedicated to MICE tourism professionals.
An ideal setting for international events
Peru, with its diverse landscapes, rich cultural heritage and renowned cuisine, stands out as an attractive destination for meetings tourism. Lima, Arequipa, Paracas, Cusco and Iquitos have been identified as the main cities for hosting large-scale events. These destinations offer not only modern infrastructures and cutting-edge technology, but also an immersion in authentic and memorable experiences.
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Claricia Tirado, Executive President of PROMPERÚ, pointed out that “The campaign highlights the different attributes of Peru that make it the ideal Latin American destination for incentive travel and international meetings. In addition to the culture, nature, gastronomy and unique experiences that the country has to offer, there is also its privileged geographical location, as well as its hotel and technological infrastructure”.
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Targeted distribution strategies
The ‘Meaningful Meetings in Peru’ campaign is being rolled out in strategic markets and is specifically targeting meeting planners, congress organisers, travel company managers and senior executives of large companies. The aim is to demonstrate that Peru has all the resources needed to organise memorable events, while offering an inspiring and unique setting.
Economic impact and sustainable development
Meetings tourism is a specialised segment that generates a significant impact on the economy of host destinations. What’s more, visitors attending meetings spend on average 50% more than traditional tourists, underlining the economic importance of this segment for Peru.
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PROMPERÚ is also committed to promoting sustainable development practices at its events, incorporating green initiatives and environmentally-friendly choices into its offerings. This not only meets the growing expectations of sustainability-conscious business travellers, but also reinforces Peru’s image as a leader in responsible tourism.
With ‘Meaningful Meetings in Peru 2024’, PROMPERÚ aims not only to increase the number of visitors for business events, but also to offer enriching experiences that reflect the authenticity and beauty of Peru. This strategic positioning aims to consolidate Peru’s place as one of the world’s leading destinations for meetings tourism.
Photos: PROMPERU
