Peru’s Exports and Tourism Promotion Board (PromPeru) has launched the “Peru Ahora” (Peru Now) advertising campaign to showcase Peru as a diverse, safe, and competitive destination. The international strategy was unveiled by Foreign Trade and Tourism Minister Luis Fernando Helguero and PromPeru’s Executive-President Walter Vizarreta at ITB Berlin 2023.
The campaign features live images of iconic landscapes in Peru such as Machu Picchu — one of the New 7 Wonders of the World—, Huacachina, Gocta, Lake 69, and the country’s northern beaches. The aim is to enhance the positive image of Peru and inspire tourists to discover the country’s culture, nature, and gastronomy.
Promotional materials and articles will be distributed through specialised publications worldwide, including National Geographic, The New York Times, CNN, HBO, and the Forbes Group. Social media platforms will also showcase the campaign materials.
PromPeru has invested around S/8 million (about US$2.11 million) in the campaign, which will run until April 10. The target audience is young and adult travellers, specifically Millennials and Generation X aged between 25 and 54 years old. The campaign is expected to reach an estimated 38.9 million people and will be featured 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.