PromPeru showcases the Amazon’s secrets at WTM

PromPeru, The Commission for the Promotion of Peruvian exports and tourism, is showcasing the uniqueness of the Peruvian Amazon at World Travel Market (WTM) 2008 on stand LA3000.

The vibrant stand which includes 39 partners, highlights the diversity of Peru and the Immense Amazon Basin which in total covers a staggering 4,000,000sq km, an area that is roughly equivalent to three quarters the size of the United States. 60% of Peru is in fact covered by this green carpet of Jungle and it presents a unique tourism experience for visitors owing to the ancient cultures which have remained intact in the region.

Often simply associated with the historical sites of Machu Picchu and the city of Cusco, PromPeru has undertaken strategic initiatives to grow the UK visitation since 2007 by showcasing the diversity of Peru and focusing on regional dispersion around the country and campaigns supports this direction. PromPeru not only focuses on the popular tourist regions but also the more undiscovered north, coast and Amazon coupled with the tourism products including wildlife, ornithology, adventure travel, gastronomy, and historical cities.

At WTM on Monday 10th November, PromPeru is holding a seminar to highlight the destination and Amazon region with guest speaker Simon Calder, Senior Travel Editor at The Independent. The seminar will begin at 2pm in Room 11 in the South Gallery and is open to all press and trade delegates. Following the seminar attendees are invited to an on-stand reception where cocktails are being served including Pisco Sours (the national drink of Peru).

During the reception and throughout WTM, visitors can experience the fascinating exhibition of Amazonian artefacts compiled by renown Curator Carolyn Heath – ‘The secret life of the Peruvian Rainforest’. This exhibition includes pictures, large ceramics and typical vestments from the relatively unknown 1000-year old community of the Shipibo people in the Peruvian Amazon.

The large 20 ceramics have made a very special journey for WTM; six hours on the river, 20 hours by land to Lima and then 14 hours by air to London! They have been made with extreme care and traditional methods, entirely by hand and using an open fire to set. Only the Shipibo women can create the designs as they are believed to have a more creative touch and the designs are said to feed through their dreams.

PromPeru is also sponsoring the Responsible Tourism Award, “Best for Poverty Reduction”. The Responsible Tourism Awards are an initiative between online travel directory responsibletravel.com, Virgin Holidays, World Travel Market, The Daily Telegraph and Geographical Magazine and will be announced during Responsible Tourism Day at WTM on Wednesday 13th November at 11am in Platinum Suite 4.

Tourism is the third highest revenue generator in Peru, after mining and oil production. The UK is the largest European market for visitors to Peru and during 2007 the number of UK visitors to Peru grew by 11% (66,488 visitors in 2007 compared to 59,712 in 2006) and PromPeru would expect to see similar figures for a successful 2008.

The increase in popularity of Peru is reiterated in the destination coming up on top in the 22nd Guardian and Observer Travel Awards 2008, held in October. Machu Picchu was awarded the prestigious accolade of ‘Favourite overseas tourist attraction’ in a brand new category, as well as Peru itself coming a close runner up in the ‘Favourite long-haul country’. These accolades firmly position Peru as a leading South American destination in the eyes of the UK market.

Autumn 2008 has also seen the roll-out of the ‘Peru: Live the Legend campaign which will reach 510 million people worldwide. The campaign, launched in September 2008 and running until April 2009, is appearing in the UK, USA, Germany, France, Argentina, Brazil and Chile. Campaign highlights include 40 second advertisements on the popular cable channel, Eurosport which are being shown on the stand at WTM; promotions across the 160 million passengers in the One World Alliance of 28 airlines which travel to a total of 150 countries.

Specifically in the UK, the following print media has been targeted: UltraTravel, Wanderlust, National Geographic, The Times, Orient Express, Emporuim and Food & Travel. An addition, 50 branded London taxis are to be set loose around the city in time for World Travel Market.

For further information on Peru at WTM visit the PromPeru stand LA3000, or log on to peru.info .