ENCOURAGED by closer business ties between Asia and South America and the maturing of tastes among leisure travellers in this region, Peru is looking East to tap high-growth markets.
In the last three years, the Peruvian government inked free trade agreements with South Korea, Japan and China – significant because what usually follows is the opening of air routes, PromPeru account manager – Asian markets, Rocio Florian, told the Daily.
She explained that this was the case for Korean Air, which started operating cargo flights last year and is now preparing to mount passenger flights in December via the US.
Last year, tourist arrivals from Asia to Peru climbed 26 per cent, surpassing the growth from traditional markets such as Europe (six per cent) and the US (one per cent). Japan, in particular, jumped by 47 per cent, and has the highest expenditure per day. However, Asia still represents 3.8 per cent of overall arrivals, which stood at 2.6 million.
In the pipeline is a consumer advertising campaign in Japan, fam trips and the appointment of a PR agency in South Korea, as well as door-to-door visits to Chinese tour operators, Florian said, adding that other markets showing potential were Hong Kong and India. PromPeru will also be back at ITB Asia next year with a bigger contingent.
Also noting a rise in Chinese and Indians was Guru Sharma, managing director, Travel Group Peru. “Besides the lack of direct flights, visa issues remain a challenge, especially when cross-country tours are popular. Indians often combine Brazil, Argentina and Peru,” he said.
Florian shared that marketing efforts in Asia had been concentrated in Japan thus far, where there have been initiatives such as promotion subsidies, training and roadshows. As a result, tour operators there now offer options for Peru as a mono destination, compared to only combined packages back in 2004.
“Machu Picchu is a strong icon, but gastronomy is becoming important. Lima has been declared the gastronomic capital of South America. Now, people stop for at least a day in Lima,” said Florian.
Additional reporting by Liang Xinyi
