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07 Nov 2018

BY April Hutchinson

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TRFBLI

WTM 2018: Peru pushes adventure tourism

Adventure tourism will be a core focus for Peru in 2019, with the tourist office set to host adventure tour operators and media from around the world at a new Adventure Connect event.

Peru Cusco
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“Soft adventure is really the way we’re working now, and it fits especially well for our strong markets such as UK and Europe, which seem really interested in the kinds of product we have.”

PromPeru, a member of the global Adventure Travel Trade Association organisation, will be hosting small groups on different tours in the Ancash and Chachapoyas regions, over the course of the 9-10 day event.


“We are really following the wider changes in consumer demands, as more people look for nature, wildlife and soft adventure,” said Elisabeth Hakim, marketing coordinator for the UK and North American markets, PromPeru. “Certain parts of the country are now very well known, so showcasing the different side of Peru continues to be key for us.


“Soft adventure is really the way we’re working now, and it fits especially well for our strong markets such as UK and Europe, which seem really interested in the kinds of product we have.”


The country is set to host the Half Marathon Des Sables at the end of the year and an entire course of the Dakar Rally in 2019, the first time in the history of the race that it will be held in just one country.


“Our desert is not something we promote really, but that will also be a focus for us,” said Hakim.


Peru is also set to host the Pan American Games in Lima next July, as the country continues to attempt to demonstrate the diversity of its sports and adventure tourism offering.


Internal flight connectivity was also helping spread tourism development around the country, Hakim highlighted, such as the new LATAM connection between Cusco and Iquitos, initially running July-November this year as a seasonal test route.


Other new LATAM flights this year included services from Cusco to Pisco, and to Trujillo, known for its beaches and access to major archeological sites.


The tourist office will also be promoting Peru Agent, its enhanced online education and training portal, in 2019.


For the UK market, agents who complete the training module have the chance of a place on a cooking course with top Peruvian chef, Martin Morales, CEO and founder of Ceviche restaurants.

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