Case Study
Destination Marketing & PR: Peru Leverages Rankings, Grows Arrivals
Tourism
Background
Educate consumers that a trip to Peru can be extended beyond Machu Picchu, in order to maximize dispersal of visitors to less traveled regions of the country.
Services Provided
Strategy
Position Peru as the top Latin American destination for American travelers by generating top rankings on lists in leading media outlets, which were then incorporated into direct marketing to leading North American tour operators.
Peru’s dramatic increase in sales from the North American travel trade is a direct result of DCI’s strategic direction and aggressive marketing in North America.”
Results
- Secured top industry rankings including Bon Appétit Magazine’s “Culinary Destination of the Year – Lima, Peru”; Elite Traveler’s Top Suite in South America- Peru’s Aranwa Hotel and Resort; and National Geographic Magazine’s “Tour of a Lifetime”.
- Launched the Peru Travel Specialist program on www.peruagent.com, generating 2,315 requests for participation. In its first year, the program generated 392 new sales partners and 132 active sellers.
- In one year, secured twelve North American tour operators for the “Peru Strategic Alliance Program,” resulting in 60 training seminars, 78 webinars, 13 fam trips and 26 sales incentives.
- Visitor arrivals grew 9% from 2012 to 2013 reaching 487,328 U.S. travelers.