About 170 travel agents in China have signed up for the China Travel Academy WeChat-based training and certification programme to become Peru destination experts.
Developed by Dragon Trail Interactive (DTI) for the Peruvian Commission for the Promotion of Exports and Tourism (PromPeru), the focus is on reaching affluent Chinese consumers online, said Michaela Mentasti, marketing director of DTI.
Machu Picchu, Peru
DTI’s China outbound travel expert, Roy Graff, added PromPeru – which took part in ILTM Asia in Shanghai for the first time this year – is focusing its China marketing strategy on the luxury segment, as the South American country tends to attract higher-end Chinese travellers due to the lengthy flight distance from Asia.
For Helen Zhang, founder and CEO of Farers International, who started promoting South America in 2013, Peru is a “new destination” with diversified products. “We work with the banks to promote to their high net worth retiree and older clients,” she commented.
Chen Yang, deputy general manager, Tumei International Travel, whose company markets Peru under the Mitour LATAM brand, noted high-end Chinese travellers budget around US$1,000 a day for hotel accommodation and ground handling alone.
“Our numbers are not that big, around 20,000 travellers a year. But from 2014 to last year, we have been seeing numbers increase by around 33 per cent annually. We often receive requests for a minimum two travellers to go,” Chen commented.
For Chinese citizens, Peru has taken major steps to simplify its visa processes. Beginning this year, Chinese citizens who already hold a valid US, Australia, Schengen or the UK visa do not need to apply for a Peru visa.
