travel weekly - peru 2013 · market for peru from the united states,” says beth jenkins of mccabe...

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Appealing Peru: Exploring the Sales Potential

The current campaign to promote

tourism in Peru uses the tag line

“Peru: Empire of Hidden Trea-

sures.” And while that phrase may evoke

visions of the ancient Incan culture, it can

also apply to many other aspects of Peru’s

tourism off erings. Aft er all, this South

American hotspot is an incredibly diverse

destination, with activities and attractions

that cater to a diverse range of travelers,

whether they crave big-city sophistica-

tion, active adventures, romantic getaways

or a memorable connection with living

cultures that date back thousands of years.

Clients just might be surprised to fi nd out

how much Peru has to off er.

Th at’s where this guide comes in.

Packed with travel information and sales

tips, this supplement is divided by trav-

eler type, to help travel agents match cli-

ents with the kinds of experiences that

best fi t their personalities and prefer-

ences. Many travelers fi t more than one

category, to be sure, so it’s always possible

to mix and match activities, experiences,

hotels and destinations from a variety of

diff erent categories.

WHY SELL PERU?Peru’s diversity of destinations and expe-

riences has helped place it on the short

list for many travelers. “Th ere is a huge

market for Peru from the United States,”

says Beth Jenkins of McCabe World

Travel, a Virtuoso agency in Mclean, Vir-

ginia. “We primarily focus on the luxury

market, but I think Peru is a huge draw

for every level of travel, which is one of

its benefi ts. From backpackers to super

luxury trips, Peru has the infrastructure

for it.”

Jenkins says that the destination is

in growth mode in terms of sales. “Th e

increase in requests for Peru in the last

couple of years is really notable,” she says.

“It’s on everybody’s mind. I also get in-

creasing requests for extended trips and

people going back for a second time to

see things they haven’t seen before.” Peru

is also a great fi t for fi rst-timers, accord-

ing to Jenkins: “For people who haven’t

been to South America before, Peru is a

country that they can feel comfortable

with.”

Peru’s increasingly broad appeal is

good news for travel agents, according

to Kim Vincent, product and business

development manager for Latin America

at Globus Cosmos. “Peru is hands down

our best seller for all of South America,”

she says. “Th ere are so many blossoming

regions in Peru that maybe the U.S. trav-

eler hasn’t heard about yet.” Th at means

sales opportunities for agents.

Peru has many selling points, accord-

ing to Vincent. “Th e biggest factor is, of

course, Machu Picchu — everyone wants

to go see Machu Picchu. But the other

lovely thing about Peru is there is no reci-

procity fee or visa [for travelers from the

United States], which a lot of other South

American nations require.”

PERU FAST FACTSCurrency: Nuevo Sol

Languages: Spanish, Quechua,

Aymara, with English widely spo-

ken in tourism destinations.

Capital: Lima

Time zone: EST

Climates: Peru enjoys mild

weather year round, but each of

the three main geographic regions

has its own unique climate. The

north coast is sunny and dry all

year long, while the central and

southern coast is temperate with

no rain, but humid. Summertime

is from December to March. In the

highlands, the dry season goes

from April to November with sunny

days in the 70s. The rainy season

goes from December to March,

with frequent rain showers mixed

with sunshine. The rainforest has a

tropical climate with high humidity

and a rainy season from November

to March. During the dry season,

from April to October, tempera-

tures can reach the 100s.

Visa requirements: American

citizens only need a valid passport.

No visa is required.

Flights: There are non-stop fl ights

from the United States from New

York, Los Angeles, Miami, Atlanta,

Houston, Dallas/Fort Worth, Fort

Lauderdale and San Francisco.


www.peru.travel 3

Location and convenience are addi-

tional selling points, according to Philipp

Weghmann, area managing director for

Latin America and the Caribbean at Pre-

ferred Hotel Group. “Given the relatively

short travel time and lack of jetlag, a trip

to Peru is ideal for the traveler who wants

adventure, culture or history—and be able

to do it all during a shorter vacation.”

Peru’s reputation as a diverse, sophis-

ticated destination is stronger than ever,

according to Laura Castagnini, general

manager of the Hilton Lima Mirafl ores.

“Th e increasingly sophisticated gastron-

omy, uniqueness of sites like Machu Pic-

chu and Nazca, combined with the hos-

pitality of the people make Peru a must

on every traveler’s list,” she says.

“Anyone and everyone can travel to

Peru,” agrees Paul Wiseman, president of

Trafalgar. “Peru appeals to travelers with

a very wide range of interests, from out-

door enthusiasts to history buff s.”

ADD ON TO SELL UP Travel agents should take advantage of Pe-

ru’s diverse off erings to sell oft en and sell

up, according to Emmanuel Burgio, CEO

of Blue Parallel, a Virtuoso Preferred Tour

Operator. “Blue Parallel’s advice would

be not to sell just the standard one-week

package in Peru,” he says. “Peru is a des-

tination that allows a lot exciting custom-

ization options, with cultural exposure,

outdoor activities and historical explora-

tions in many of its fi ne destinations.”

Burgio, whose company focuses on

upscale travelers, notes the destination’s

appeal for a variety of clients. “Th e trav-

elers that fi t the Peru profi le are curious,

nature and food lovers, interested in his-

tory and culture, and are active in the

outdoors, as there are many activities

to enjoy: hiking, biking, horseback rid-

ing, kayaking and white-water raft ing, to

name a few. It is an ideal destination for

couples, groups of friends and families

with children.”

“Peru is lucky in two ways,” notes

Don Forster, Latin America product and

marketing manager at Goway Travel in

Toronto. “One, its tourist board [is] very

proactive in the United States and Cana-

da, and the country is well represented at

both consumer and trade events. Second

is the fact that the country has Machu

Picchu, which is world renowned and

sells itself.”

Forster recommends that travel

agents look beyond Peru’s best-known

tourism site in order to make even more

sales. “Peru is not just Machu Picchu,”

he notes. “It off ers so much more—such

as Lake Titicaca, Arequipa, Colca Can-

yon, Nazca, Paracas, Huaraz … Trujillo

Huanchaco, Lord of Sipan and beauti-

ful white beaches in the far north. Th en

there is the fi ne dining; Peru has won the

World Travel Awards the past two years

for best cuisine.”

“While you will never talk a client out

of a visit to Machu Picchu on their fi rst-

time visit to Peru,” Forster adds, “Peru

can be visited at least twice, if not three

times, with each visit off ering something

completely diff erent. So as to position-

ing—it is a multiple-time destination,

which equals repeat business.”

AUTHENTIC EXPERIENCES Peru is a land of superlatives; a place

where clients can choose from a stun-

ning array of possibilities. Th ey can nav-

igate the world’s longest river (the Ama-

zon), descend into the world’s deepest

canyon (Colca) or sail the highest navi-

gable lake in the world (Titicaca). Th ey

might choose to hike the Sacred Valley

of the Incas or indulge in spa treatments

PRODUCED BYTravel Weekly’s CustomPublishing Department

Director, Custom Content Irene Korn

Project Manager/Writer Mark Chesnut

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Production Michele Garth Lisa Gonzales Gayle Graizzaro

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4

in some of South America’s most luxuri-

ous hotels. Th e choices seem endless.

According to Wiseman, travelers

today are looking for “more interactive

engagements with the locals. Travelers

are no longer just interested in visiting

the natural icons, they want to meet the

locals, see how locals live, be able to en-

gage in their day-to-day activities and

learn fi rst-hand about their customs

and traditions—travelers no longer want

to rely exclusively on their local guides

to learn about history and culture.” His

company, Trafalgar, is among those that

include meetings with local families

during escorted tour itineraries.

Peru’s vast biodiversity makes it

paradise for nature lovers, with 84 of

the globe’s 104 diff erent life zones and

nearly all of its climates represented.

Th e country’s three main geographic

regions include beautiful beaches along

the coast, the snow-capped peaks of the

Andes mountain range in the highlands,

and the lush tropical rainforests of the

Amazon region. It’s a natural wonder-

land, dotted with historic treasures and

cultural activities. And getting around is

easy; most domestic fl ights last less than

an hour.

Today’s travel agents deal with a lot of

diff erent types of travelers. And Peru is

the ideal destination to fi t a variety of in-

terests. Th is guide will help you to make

every trip meaningful, memorable and

successful. ■

What’s New in Peru As an increasingly popular tourism

destination, Peru continues to introduce

new options for travelers—with new

hotels, fl ights and tours, as well as in-

frastructure improvements. Here’s some

of the latest travel and tourism news to

come from Peru.

• Among the newest international

luxury hotel brands to debut in Peru are

Westin, JW Marriott, Orient-Express and

Hilton. Peruvian chains including Liberta-

dor, Casa Andina and Aranwa have also

expanded their presence, as have eco-

lodge and boutique brands including

Inkaterra and Andean Experence.

• Following a U.S.$15 million

renovation, Libertador Hotels, Resorts &

Spas this year reopened its Palacio del

Inka property as a member of Star-

wood’s Luxury Collection. The company

is also refurbishing its Libertador Trujillo

property, with work to be complete by

the end of this year.

• This year, Starwood debuted

the 134-room Four Points by Shera-

ton Mirafl ores, in one of Lima’s most

upscale neighborhoods.

• Wyndham made its debut

in Peru this year with the opening of the

79-room Wyndham Cusco Saqsayhua-

man, in Cusco. Facilities include the

Samay Wasi Inka Spa, which combines

ancient Inca healing techniques with

modern spa treatments. In the capital city

of Lima, Wyndham is planning to open the

140-room Tryp Lima Mirafl ores in 2016.

• InterContinental Hotels Group plans

to open the 179-room Holiday Inn Lima

Airport Hotel in Peru in early 2016. The

$24 million, new-build property will be

located adjacent to the city’s Jorge

Chavez Airport, two miles from the Port

of Callao, one of the busiest seaports in

Latin America.

• Peru’s largest airport, Jorge Chavez

International Airport in Lima, is continu-

ing plans for a major expansion. Lima

Airport Partners, which operates the

facility, has invested some $313 million

in improvements already, and plans to

invest $800 million more, as they begin

work in 2014 on a new terminal, three

new access roads, a second landing

strip and other improvements.

• Aqua Expeditions has refurbished

its 12-suite Aqua Amazon vessel,

which has been sailing the Peruvian

Amazon since 2007. The 130-foot-long

Aqua Amazon (formerly the Aqua) has

received an updated interior designed

by Peruvian architect Jordi Puig. The

Aqua Amazon navigates Peru’s Pacaya

Samiria Reserve.

• Globus has introduced new,

off-the-beaten path destinations as

pre- and post-extension options. The

tour operator’s newest destinations in

Peru include Arequipa, Colca Canyon,

Chiclayo and Trujillo, where recent

archaeological discoveries uncovered

intact tombs inside adobe pyramids.

• Llama Expeditions has introduced

a new, nine-night “girls’ getaway” itiner-

ary for women interested in hiking the

Inca Trail. The company reports that

women now account for about half of

the traffi c along the trail.

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www.peru.travel 5

Favorable economic conditions

and the continued popularity of

Peru as a tourism destination

have resulted in an unprecedented

boom in the luxury travel segment,

with an array of new options for travel-

ers looking to pamper themselves while

exploring all the nation has to offer.

“Peru is a great fit for U.S. luxury

travelers for its accessibility, luxurious

amenities and exceptional service,” says

Emmanuel Burgio, founder and CEO of

Blue Parallel, a Virtuoso Preferred Tour

Operator. “Peru’s tourism industry has

grown extensively, with many luxury

accommodations throughout the coun-

try allowing high-end travelers to ex-

plore the country in the comfort and

luxury they are accustomed to.”

“Peru is an ideal destination for

luxury travelers, for its offerings that

appeal to every type of interest and its

abundance of high-end hotels,” says

Philipp Weghmann, area managing di-

rector for Latin America & Caribbean,

Preferred Hotel Group. The group rep-

resents five hotels in Peru, including

Aranwa Sacred Valley, a member of

Preferred Hotels & Resorts in Urubam-

ba; Aranwa Cusco, a Preferred Boutique

property in Cusco; and Delfines Hotel

& Casino and Casa Andina Private Col-

lection, both of which are members of

Summit Hotels & Resorts in Lima.

Among the companies catering to

upscale clients is Goway Travel, which

off ers an Inca Trail tour that includes the

services of a masseuse and refreshments

served in crystal glasses. Cooking les-

sons, dinners in museums with curators

and free bottles of wine are additional

amenities the company can off er.

LUXURY BY REGIONSquare one for most international

travelers is Lima, and it’s an especially

rewarding destination for upscale trav-

elers. Upscale hotels in the chic Mira-

flores district include the JW Marriott

Lima, the Hilton Lima Miraflores and

the Miraflores Park Hotel, which is

an Orient-Express property. Another

popular neighborhood for the luxury

segment is San Isidro, where five-star

hotels include the Westin Lima Hotel

& Convention Center, Swissotel Lima,

Sonesta Hotel El Olivar Lima and

Country Club Lima.

Upscale travelers headed to the high-

lands can indulge in a number of ways

as well. Th e city of Cusco is home to an

impressive selection of luxury hotels,

including the recently opened JW Mar-

riott, the recently re-opened Palacio del

Inka (now part of Starwood’s Luxury

Collection), the boutique-style Inkater-

ra La Casona (a Relais & Chateaux prop-

erty), and two hotels from the Orient-

Express group: Th e Hotel Monasterio

and Palacio Nazarenas. Orient-Express

also operates the Hotel Rio Sagrado in

the Sacred Valley and the Machu Picchu

Sanctuary Lodge, as well as the luxuri-

ous Hiram Bingham train that links

Cusco with Machu Picchu. ■

Natural Luxury In the southern Pacifi c coast, upscale

travelers looking for access to the Pa-

racas Nature Reserve can choose from

properties including the 120-room Hotel

Paracas, which opened in January 2010

as a member of Starwood’s Luxury Col-

lection. Even the rugged Amazon region

can now be enjoyed in luxurious com-

fort, thanks to cruises offered by Delfi n

Amazon Cruises, La Estrella Amazonica

and Aqua Expeditions, which are avail-

able through various tour operators.

Square one for most international travelers is Lima, and it’s an especially rewarding destination for upscale travelers.

Sophisticated Traveler

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6

Whether the client is a young

backpacker or a seasoned

naturist, Peru off ers many

options for enjoying spectacular scenery

and wildlife, with experiences as diverse

as nature walks, bird watching, moun-

taineering and surfi ng.

“Th is is the good thing about Peru,”

according to Don Forster, Latin America

product and marketing manager at Goway

Travel in Toronto. “Whether clients are

high-end, low-end, backpacker or suitcase

carrier, they can all experience all the big

sites in Peru. It is a simple choice of what ac-

commodations to choose and how to see it.”

Steve Cox, executive director of In-

ternational Expeditions, says that Peru is

ideal for a variety of activities and travel-

ers. “We’re fi nding that Peru is so popu-

lar because there are so many accessible

adventures in nature—from naturalist-

guiding kayaking on the Amazon’s trib-

utaries during our Amazon Voyage to

trekking or easier hikes in cloud forests,

where there are endangered birds and

bears. Peru off ers so many options to re-

ally delve into habitats, but has a range of

possibilities for any age and activity level.”

EXCITEMENT IN EVERY REGIONEvery one of Peru’s geographic regions

off ers its own unique chance to connect

with nature and enjoy exciting activities.

Clients looking to stay active while see-

ing the sites at Machu Picchu can hike

the Inca Trail.

To enjoy the Peruvian rainforest,

which covers some 60 percent of the na-

tion’s land, clients can fl y to Iquitos, a

remote city—accessible only by plane or

boat—that serves as the gateway to the

Pacaya Samiria National Reserve, Peru’s

largest protected area.

In Peru’s southeastern region, Puerto

Maldonado attracts visitors with bird

watching, nature trails, canopy walks,

eco-friendly accommodations and un-

forgettable experiences with local com-

munities. Only about 45 minutes away

by boat from Puerto Maldonado is the

Tambopata Candamo National Reserve,

one of the least accessible virgin tropical

rainforests in the world. Visitors can walk

nature trails and take canoe rides across

lakes to see giant river otters, red howler

monkeys, macaws and anacondas.

Along the Peruvian coastline, top

attractions for nature lovers include Pa-

racas Natural Reserve, a dramatically

beautiful region where the desert meets

the ocean. A one-hour boat ride from

the shore brings visitors to the Balles-

tas Islands, where sea lions, Humboldt

penguins and dolphins are among the

36 species of marine and land mammals,

and more than 200 species of birds. Cli-

ents looking for fast-paced, breathtak-

ing excitement might want to consider

touring the desert back on the mainland,

aboard a well-equipped dune buggy. ■

The Adventurer

Every one of Peru’s geographic regions off ers its own unique chance to connect with nature and enjoy exciting activities.

Riding the Wave Sports enthusiasts will fi nd their

own special excitement in Peru as

well—especially those interested

in surfi ng. The longest left-hand

wave in the world, in fact, is in

Chicama, north of Trujillo. Among

the hotels catering to this clientele

is the Chicama Surf Hotel & Spa,

which rents boards in a variety of

sizes. Further north, in the depart-

ment of Piura, Mancora is another

spot with great surfi ng and other

water sport opportunities. And

Lima’s beaches attract surfers of

every experience level.


www.peru.travel 7

World-class museums, historic

sites and tours are just a few

of the ways that travelers can

have an especially enriching experience.

A natural starting point is Lima, the

most popular arrival point for interna-

tional visitors as well as a cultural hotspot

on a global scale. An ideal destination for

individual visits as well as escorted tours,

Lima is home to an array of museums,

with exhibits that highlight every era of

the region’s history; the

best place to start is the

world-famous Larco Mu-

seum (see sidebar).

Other highlights in

the capital city are the

National Museum, show-

casing the history of the earliest mem-

bers of the Inca Empire, and the Con-

vent of St. Francis, a museum set in a

17th-century baroque religious complex

that’s fi lled with beautiful religious art;

the bone-fi lled catacombs are an espe-

cially popular attraction.

In the neighborhood called Bar-

ranco, visitors learn about the life of

the Spanish vice royalty at the Pedro de

Osma Museum, set in a lovely former

home once owned by this important

family. One of the nation’s best collec-

tions of paintings, sculpture, furniture,

silver and textiles is on display here.

Near the Pedro de Osma Museum is

a much newer attraction: the MATE Cul-

tural Foundation, founded by Mario Tes-

tino, Peru’s most famous fashion and ce-

lebrity photographer. Housed in a lovely

19th-century home, the facility exhibits

the work of Testino and other artists.

Tour operators have made it easy to

explore Peru’s cultural side. “With over

5,000 years of history, Peru is a treasure

trove for those who loves museums and

culture,” says Jim Kane, founder of Culture

Xplorers. “What makes it more remark-

able is that so much of the ancient cul-

ture vividly displayed

in the country’s fi ne

museums still thrives

today in communities

along the coast, the

Amazon and in the

Andes.”

Other tour operators include Blue

Parallel, which recently introduced

an Art Safari that includes viewings of

art collections in private homes. Lima

Tours, meanwhile, off ers an 11-day Style

and Design tour, which includes muse-

ums and art galleries in Lima, Arequipa

and Cusco.

Cusco, indeed, is an important stop

for clients with a passion for culture.

Th e Larco Museum of Pre-Columbian

Art, an affi liate of the Larco Museum in

Lima, is set in a 16th-century conquis-

tador’s home. Th e facility’s outstanding

collection includes some 450 works dat-

ing from 1250 BC to 1532 AD. Also in

Cusco is the Choco Museum, devoted

to Peru’s chocolate-making traditions.

At the Workshop of Hilario Mendivil,

visitors can appreciate the murals, stat-

ues and poems by one of the city’s most

famous artists, while the Museum of

Sacred, Magical and Medicinal Plants

helps unlock the secrets and healing tra-

ditions of shamanism, along with indig-

enous arts and craft s. ■

Educated Traveler

Tour operators have made it easy to explore Peru’s

cultural side.

Gold and Silver Housed in an 18th-century

vice royal building built atop a

seventh-century, pre-Columbian

pyramid, the Larco Museum is a

must-see for anyone interested in

culture and history. The museum

houses the world’s fi nest collec-

tion of Peruvian silver and gold,

as well as a much-visited erotic

archeological collection. In just

one afternoon, visitors can gain

an understanding of some 4,000

years of pre-Hispanic history at

this renowned institution.

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8

With celebrity chefs, gourmet

restaurants and numerous

televisions shows singing

the praises of Peruvian cuisine, it’s no

surprise that the nation’s diverse, deli-

cious creativity has become a worldwide

phenomenon.

“By far, Peru has the richest and

most extensive cuisine in Latin Amer-

ica,” says Emmanual Burgio, founder

and CEO of Blue Parellel, a Virtuoso

Preferred Tour Operator. “Peruvian

cuisine refl ects indigenous Incan tech-

nique and local ingredients with Span-

ish, Chinese, Italian, German, African

and especially Japanese infl uences,

brought with immigrants throughout

the decades. Th ese infl uences have al-

lowed Peruvian food to receive world-

wide attention and become part of the

platform of world-class cuisine.”

Blue Parallel is one of several tour

operators that help clients enjoy cuisine

through unforgettable dining experi-

ences and cooking classes. Also active in

this niche is Goway Travel, which off ers

a product called Unique Dining that in-

cludes visits to some of the best restau-

rants in Peru.

“Peru is known for its ceviche, but

it has much more than ceviche,” notes

Harry Dalgaard, president of Avanti

Destinations. “It’s such a dynamic blend

of cultures when it comes to food prepa-

ration. Th e chefs are very creative, from

the chifas, the little bodegas that create

a blend of Asian and Peruvian food, to

the blend of European and Peruvian

ingredients. Obviously for people who

love seafood, Peru has an abundance.

Th at’s a very strong staple of their cui-

sine. I think what strikes people is the

sophistication of the presentation of the

product, of their local cuisine blended

with international cultures.”

In Lima, the gastronomic capital of

the Americas, clients can sample every-

thing from New Andean cuisine to the

most traditional Peruvian recipes, as

well as fusion dishes with varied inter-

national infl uences. “Our gastronomy

tour includes market visits and cooking

classes to make ceviche and pisco sour,”

Dalgaard says. “We also have dining op-

tions in Lima at Rosa Nautica, which is

a classic seafront restaurant that serves

top-notch cuisine. In Cusco, we have

cooking classes and dinner at MAP

Café, so it’s a nice combination.”

Th e capital’s coastal location makes it

especially easy to fi nd delicious seafood,

while the city’s international sophistica-

tion brings a variety of tastes and infl u-

ences that can’t be found anywhere else

in South America, including mouthwa-

tering Peruvian Creole with dishes like

aji de gallina (chicken and milk stew) and

the nation’s legendary pisco sour cocktail.

Cusco’s innovative culinary scene

includes restaurants that specialize in

New Andean cuisine, as well as tradi-

tional southern Andean specialties that

make good use of the region’s abundant

corn, quinoa and more than 3,000 types

of potatoes. ■

The GourmandWith the richest, most

extensive cuisine in Latin America, Peru-vian food is receiving worldwide attention.

High Appeal In the highlands, guests are

treated to delicious gour-

met cuisine at places like

Aranwa Sacred Valley Hotel

& Wellness, a member of

Preferred Hotels & Resorts,

where the Pukawi Gourmet

restaurant combines Andean

tradition with modern culinary

trends. Clients interested in

an in-depth exploration of the

much-used, grain-like crop

called quinoa can sign up for

the Quinoa Trail, a full-day

adventure offered by Liberta-

dor Hotels, Resorts & Spas

at Tambo del Inka, a Luxury

Collection Resort & Spa in the

Sacred Valley of Urubamba.


www.peru.travel 9

From legendary sites like Machu

Picchu to living cultures where

travelers can experience fi rst-hand

the ancient traditions that are still part of

everyday life, Peru is an unforgettable des-

tination for clients interested in history.

Indeed, nearly every corner of the na-

tion off ers unique opportunities for im-

mersion in Peru’s fascinating history and

diverse cultures. Clients

who want to start at the

very beginning should

head to the oldest city

of the Americas: Caral,

dating back some 5,000

years, is a UNESCO

World Heritage Site just

over 100 miles north of

Lima. Th e coastal Moche

Route, which runs between the cities of

Trujillo and Chiclayo, includes fascinat-

ing remnants of the pre-Inca culture such

as the Tomb of the Lord of Sipan, the dis-

covery of which has been compared to

the unearthing of King Tutankhamen in

Egypt, and Chan Chan, the ancient capital

of the Chimu Empire, which is the largest

pre-Columbian city in the Americas and

the largest adobe city in the world.

Th e southern circuit, the most popular

tourism route in Peru, includes some of

the nation’s most famous attractions: Cus-

co, Machu Picchu and the Sacred Valley of

the Incas. Th e city of Cusco, the ancient

capital of the Incan Empire, was recently

voted the World’s Best City in the Mexico

and South America category by readers of

Travel + Leisure magazine. Clients could

spend several days discovering the histor-

ic treasures of this UNESCO World Heri-

tage site, which include impressive Inca

archaeological complexes, palaces and

temples, as well as beautifully maintained

churches and colonial buildings. Near the

city, the archeological park called Sacsay-

huaman, a walled

Inca complex, is

also a UNESCO

World Heritage

site.

Just nine miles

away from Cusco

is the Sacred Val-

ley of the Incas,

a scenic region

graced with green fi elds and surrounded

by snow-capped peaks. Th e Valley is

home to archaeological complexes such as

the Ollantaytambo fortress and the Palace

of Pachacutec in Pisac, and small towns

with active indigenous communities. Ol-

lantaytambo is also a boarding point for

the train to Peru’s most famous tourism

site: Machu Picchu.

Words can’t accurately describe the ex-

perience of seeing Machu Picchu for the

fi rst time. Th is 15th-century Inca creation,

perched in a verdant mountain ridge

above the Sacred Valley, is both a World

Cultural and Natural Heritage Site. Th e

Incas used their own advanced engineer-

ing techniques to transport heavy stone

blocks to this location, building struc-

tures that include the temple of the Sun,

the Temple of the Th ree Windows and the

Intiwatana ceremonial center. Machu Pic-

chu is reached via a combination of train

(from Ollantaytambo) and bus from Ma-

chu Picchu Pueblo. Clients in good physi-

cal shape can climb the WaynaPicchu or

walk to the Sun Gate. ■

History Lovers

Nearly every corner of Peru off ers unique

opportunities for immersion in Peru’s fascinating history

and diverse cultures.

Ancient Mystery The legendary Nazca Lines are

another must-see for history lovers.

Located in the desert region of

Paracas, this grouping of strange

geoglyphs—including symbols and

pictures of birds and other ani-

mals—are so large that they’re best

viewed from the sky. Flights depart

from Pisco airport, a 30-minute

drive from Paracas. No one knows

the exact meaning of these cre-

ations, but they offer an unforget-

table glimpse of ancient Peru.

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10

Savvy travel agents know that Peru

appeals to a lot of diff erent trav-

eler types—including couples and

families.

Peru is a natural choice for couples

looking to create memorable experiences.

“Th ere are so many high-end properties

now that really appeal to couples looking

to get away,” says Kim Vincent, product and

business development manager for Latin

America at Globus Cosmos. “Th e smaller,

more boutique properties can help you do

unique really romantic activities, like go out

into Nazca and have a candlelight dinner.”

Peru is an increasingly popular choice

for young couples, according to Beth Jen-

kins, a Latin America specialist at Mc-

Cabe World Travel, a Virtuoso agency

in McLean, Virginia. She says that expe-

riences like private dinners and private

horseback rides are among the favored

options. “I have a lot of young couples

who do Peru as a bucket list trip,” she says.

“Th ere are really great unique and roman-

tic things you can do there. Th e Colca Val-

ley is really popular; it’s a very romantic

destination, with gorgeous settings and

hotels. Also the Paracas area, [with] night

safaris and dinner in the sand.”

Considering that the nation off ers ac-

tivities for such a wide variety of interests

and physical capabilities, it’s no surprise

that Peru has lots to off er for every age

group—including children.

“It defi nitely is a great destination for

families,” says Vincent. “You have the

Incan history and thousands of years

previous to the Incas as well. You have

the Amazon in the backyard, which is a

living, breathing zoo. I can’t think of any

place that’s better for families.”

Legendary destinations like Machu

Picchu and the Amazon River region are

just as memorable for children as they are

for adults, notes Jenkins. “I had clients last

year who hiked the Inca trail,” she says.

“It’s a bonding experience, like a family

camping trip, but in Peru.” In the Ama-

zon, she recommends Aqua Expeditions,

which provides comfort and amenities

for all ages. “With Aqua Expeditions, I

get a lot of multigenerational families, be-

cause it’s a cushy way to do the Amazon.

It’s an easy way for people of all ages to be

able to experience that together in a way

that’s not uncomfortable.” ■

Together Time

A bucket list destination, Peru off ers unique experiences to create memories of a lifetime for couples and families.

Family Adventures “This is the perfect destination

for families,” says Paul Wise-

man, president of Trafalgar, who

ticks off a long list of the many

possibilities for families visiting

Peru. “It offers such a wide array

of diverse landscapes, unusual

fauna—llamas, alpacas and

vicunas in the Andes, and tou-

cans, macaws, caymans, jaguars

and monkeys in the Peruvian

Amazon.”

Plus, he adds, “Peru boasts

an exciting history and colorful

culture for kids, with the Incas,

the Conquistadors, the great

fortresses of Machu Picchu, Ol-

lantaytambo and Sacsayhuaman,

the mummies of Ica, the enig-

matic Nazca Lines viewed from a

small scenic fl ight-seeing excur-

sion; and a seemingly limitless

number of exciting adventures

for the entire family to partake

in: whitewater rafting, horseback

and donkey riding, mountain bik-

ing, hiking, sand boarding down

some of the highest sand dunes

in the world, dune buggy racing.”


www.peru.travel 11

Travel agents looking to sharpen

their skills and sell more Peru

do well when they make use of

the resources and assistance provided

by PromPeru, the nation’s tourism

organization.

PromPeru aims to be a valuable re-

source for travel agents around North

America. “I’ve traveled and worked with

PromPeru on panels, and they truly do the

best job of any tourist board I can think of

in doing promotional activities,” says Beth

Jenkins, a Peru expert at McCabe World

Travel, a Virtuoso agency in McLean,

Virginia. “Th ey do marketing that other

tourist boards don’t do. Th ey have a re-

ally comprehensive online Peru specialist

program, which is really good. Even their

travel agent portal is super travel-agent-

friendly, so you can fi nd itineraries and

resources. Th ey also have travel agent in-

centives and quarterly promotions.”

HOW PROMPERU HELPS AGENTS• Destination promotion: Positive results

continue to come from the new campaign

launched last year by PromPeru. Using

the theme "Peru, Empire of Hidden Trea-

sures," the campaign focuses on cultural

richness and includes two trailers—one

of which, "Th e Beginning," is an epic cul-

tural video that showcases diff erent Pre-

Inca cultures such as the Chavin, Paracas,

Moche, Nazca, Chimu and Tiahuanaco, as

well as the Incas. Th e campaign aims to

keep Peru on travelers’ wish lists.

•Travel agent education: PromPeru

provides educational tools for travel

agents, with reliable, accurate and up-

to-date information and contacts that go

beyond the tour operator. Peru appeals

to many diff erent client types—whether

they are history and archaeology buff s,

families, adventure seekers, nature lov-

ers, urban explorers or couples seeking

romance. PromPeru assures that travel

agents have access to the knowledge they

need to sell to all of these diverse niches,

thus expanding their sales potential.

• Support through consortia: PromPeru

off ers a general program at www.perua-

gent.com with modules, webinars and

videos. Th e organization also has an ex-

clusive training program for Virtuoso

advisors, which includes modules, webi-

nars and a virtual study trip through the

Virtuoso Travel University. Th rough Sig-

nature, PromPeru operates a microsite

with information about the country, and

PromPeru also off ers a series of virtual

seminars running in the AXtraweb for

American Express agents.

• Incentives: Agents who post their sales

in the Peru Points program, available

through www.peruagent.com, are eligi-

ble to earn cash prizes every month and

travel prizes for two—a full, one-week

program including air—every quarter.

• News and assistance: Travel agents can

log onto www.peruagent.com for the lat-

est news and off ers. In addition, an en-

tire team in Peru is dedicated to helping

travel agents sell Peru successfully.

With so much assistance available—

not to mention Peru’s innate selling

points as a tourism destination—it’s no

wonder that more travel agents are sell-

ing Peru to a wider array of clients than

ever before. ■

Resources to Help Agents Sell Peru

For more information about how PromPeru can assist with your Peru sales efforts, go to www.peruagent.com.

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