One of Peru’s greatest strengths is its vast biodiversity, ancient culture, and iconic gastronomy, recognized worldwide for decades. Before the pandemic, the country’s growth was advancing at an unexpected pace, with valuable social and economic indicators. Some figures illustrate this statement: 3.9% of the national GDP, 1.5 million jobs, nearly 4.5 million tourists, and 49 million domestic trips (1). This successful trajectory generated great expectations for private investment and academia. After the health crisis, we must recover what was lost and reactivate different sectors quickly.
This scenario has always had one focal point: southern Peru, primarily Cusco, Arequipa, and Puno, where global demand has preferred to visit, and where the government has concentrated public investments as much as possible. This includes paved roads, airports, drinking water, sewage systems, and internet in some areas. Naturally, state investment has been limited due to other priorities. However, we have focused on the south with cultural products, like Egypt, Italy, Thailand, Greece, or Mexico, major competitors of Peru. But the difference is that they have diversified their product portfolios.
To consider tourism projects or major tourism initiatives—essentially, introducing new products to the market—it is crucial to study global, regional, and domestic demand and understand their novel post-pandemic needs and desires. There has been extensive writing on this subject, easily found in the scientific platforms we know. Most studies indicate that travelers are now seeking nature, adventure, culture, and gastronomy, along with everything that stems from these major motivations.
In Peru, many voices have addressed the topic of portfolio diversification since I graduated from the National School of Tourism in 1971. Many of these ideas have been accurate, measured, and respectful, yet have gone unheard. At other times, I read similar ideas at industry conferences that aimed for the same outcome.
The diversification I refer to is naturally aligned with our recognition as a biodiverse country. Consider the following: Peru has been recognized as one of seventeen countries classified as “megadiverse,” collectively holding over 70% of the planet’s biodiversity.
In the south, the potential is vast, but based on my knowledge and experience in this field, I am convinced that the north of Peru is even more generously endowed with attractions for the new demand, which prefers sun and beach, water sports, whale watching, flowers and insects, surfing, and a wide array of other outdoor activities, not to mention cultural aspects and northern gastronomy, which is one of the world’s great culinary traditions.
The proposal I present includes three major interregional projects that can balance the Peruvian tourism market between the north and the south, without neglecting any aspect of supply or demand. Let’s look:
- Sun and Beach: Tumbes and Piura – The Little Miami
The idea is to create a “Little Miami” for both national and international clients. By 2030 or 2035, Tumbes or Piura should become a major port capable of receiving cruise ships, with an international airport and at least 5-, 4-, and 3-star hotels and apartments. Around 78,000 jobs could be generated over 10 years. These coasts resemble those of the Caribbean, and a renowned resort already operates here with astounding success. The regional governments of Tumbes and Piura need to build a coastal highway, ensure potable water, sewage systems, and electricity to promote private investment. The main clients for “Little Miami” would come from Chile, Ecuador, and Colombia. Among Peruvians, the target markets include families, young people, couples, executives, and conferences from Lima, Chiclayo, Piura, and Trujillo. - Nature Circuit: Northeastern Circuit
This circuit includes several regions in the north, such as La Libertad, Lambayeque, Cajamarca, San Martín, and Loreto, offering the ultimate nature experience along with notable cultural visits. The route spans from the coast to the Amazon River, potentially positioning Peru to compete with similar products worldwide. Minimum investments would be required for infrastructure like river docks in Iquitos and Yurimaguas, access roads, and the attractions are countless, beginning with observing the vast flora and fauna of the jungle and top-tier gastronomy. For which markets? The United States, Europe, Chile, Colombia, and Peru. This region is the crown jewel, yet incredibly, this project—which isn’t new—was abandoned. This initiative could créate around 47,000 new Jobs. - Adventure and Nature Tourism: Central Jungle
The primary clientele is the outbound market from Lima, as the Central Jungle is already a traditional travel destination for residents of the capital. Therefore, marketing efforts should be intensified for an already captured demand. The jungle, now accessible via a new road from Lima, is about a five-hour drive from the capital to the starting point of this circuit, which begins in Tarma and ends in Satipo and the famous Oxapampa and Villarrica. The jungle offers thrilling experiences and genuine learning opportunities about native communities’ ways of life, along with great life-changing experiences. The product is splendid, with a tropical climate. Surprisingly, this circuit features an airport in Satipo with a 1,760-meter-long, 30-meter-wide paved runway available for commercial flights, although it is sporadically used. Jobs generated: 26,480.
(1) Peru. Tourism Satellite Account 2015-2020. MINCETUR.
https://www.gob.pe/institucion/mincetur/informes-publicaciones/22168-peru-cuenta-satelite-de-turismo
