Domestic tourism has become the main engine to reactivate this activity in Peru. This after the blow suffered by the pandemic COVID-19 and sociopolitical conflicts that occurred in the first months of this year. The deputy director of internal tourism at Promperú tells us about her strategies.
-What is the importance of domestic tourism currently?
-Domestic tourism is of utmost importance because represents more than 60% of national trips. Likewise, it was the first segment to reactivate after the pandemic.
-How has the performance of the subsector been in recent years?
-In the last five years before the pandemic (2015-2019), the flow of domestic tourism trips registered an accumulated growth of 19.9%. In 2019, the flow of domestic tourism trips reached 48.6 million trips (+4.4% compared to the previous year). As a result, the economic income from domestic tourism totaled US$5,656 million, which meant an increase of 5.2% compared to the amount registered during 2018.
-What are the results so far in 2023?
-In Easter 1.2 million visitors were achieved nationwide, with an economic impact of US$157 million. On Labor Day, 635,000 visitors were mobilized with an economic impact of US$76 million. In the Inti Raymi 36,000, in the Festival of San Juan 100,000 people, in the cities of Iquitos (Loreto), Pucallpa (Ucayali) and Tarapoto (San Martín), the holiday of San Pedro and San Pablo 9,000 and on the holiday for National Holidays 1.5 million visitors. The economic impact of the latter was US$189 million.
-What is your goal for this year?
–The domestic tourism goal for 2023 is 34 million tripsaccording to Mincetur estimates.
-What strategies do you develop to achieve this result?
-From Promperú, we execute a tourism promotion plan that has domestic tourism among its main focuses. This plan is developed throughout the year with the objective of increasing national travel flows for the tourism sector and thus reaching the annual goal.
-What does it consist of?
-The work carried out focuses on campaigns aimed at the final public and potential travelers. In addition, we work on strengthening the commercial channel hand in hand with the private sector, which is our main ally.
-Have they developed any campaigns in 2023?
-This year we have promoted eight domestic tourism promotion campaigns within the framework of key dates such as long holidays. They have had a reach of 6.6 million potential travelers national and have incorporated 780 travel offers.
-What companies have you been working with?
-We develop strategic alliances with companies in the sector such as Hotels and airlines with whom we execute advertising campaigns that make significant offers available to the public to ensure the purchase of tickets, accommodations, among others. Currently, we have three alliances: with the airlines from Jet Smart and Sky Perú; and in the hotel service, with Casa Andina.
-What other actions do Promperú carry out?
-We execute high-impact events that serve as a showcase. Two editions of the “Peru Mucho Gusto Fair” have been held in Tumbes (August) and Tacna (September), with 169 regional exhibitors and 95,500 attendees, achieving sales of more than S/1.7 million and a economic movement projected S/13 million in both regions.
Source: Larepublica
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