Peru as a Tourist Destination

Peru possesses an important and varied tourist potential, with great cultural and
archaeological heritage, monuments and natural protected areas. These attractions,
resources and tourist products, conform our competitive advantage and place us in a
privileged situation. Our geography, and particularly our history, are witnesses of a
symbiotic combination of land, climate, races and cultures, that have given birth to
our identity as Peruvians. This process has left a group of monuments and structures,
realities and projects that - despite they can be seen in an isolated way in other South
American countries- they exist in Peru as a unique integrated and energetic product,
where magic, illusion and reality are mixed.

Regarding image projection, Peru is mainly perceived as a historic-archaeological

destination, with Machu Picchu, Lake Titicaca and the Nazca Lines as main tourist
attractions. Areas of interest for tourists, besides the historic-archaeological sites, are
also ecotourism, adventure travel and mystical tours.

The emblematic characteristics of our country are far away from being known
worldwide. There is great potential for the development of the Peruvian tourist
industry and the services related to this area, due to the country’s peculiarities in
culture, historic monuments, ecology and adventure tourism. This is why tourism is
becoming an important sector for the development of the country itself. Its
multiplying effect will greatly benefit the different regions, as it is a dynamic agent in
the process of descentralisation, and will generate income and jobs thus allowing the
improvement on the quality of life of the population. Nowadays, tourism represents
the third source of income of foreign currency after the mining industry and fishing.
It is also the second source of jobs, generating more than 500,000 direct and inderect
positions.

When you visit Peru, you learn about the first Pan-Andean civilisation, that of Chavín
(1500-400 BC), which features stone temples riddled with labyrinthine galleries at
altitudes over 3,100 m.a.s.l. You will discover the mystery of mud-brick citadels and
pyramids built near the sea by the Mochica dynasty (200 BC-700 AD) and their royal
tombs such as the Lord of Sipán, one of the most important archaeological discoveries
of the twentieth century.

You can follow in the footsteps of the fierce Chachapoya warriors (1000-1400 AD)
along 25-meter- high ramparts in the Kuelap fortress or peer into the imposing tombs
of their ancestors that lie near where the mountains plunge down into the forest. Or if
you prefer, just stroll around Cuzco, the capital of the Inca empire (1300-1500 AD),
the greatest pre-Colombian civilisation in South America. Cusco and its environs
feature colossal constructions such as the Inca citadel of Machu Picchu, hailed as the
eighth wonder of the world.

In our country you will witness the melting pot of cultures in striking and prosperous
cities founded during the colonial era, which today, with their churches, convents,
monasteries and aristocratic mansions, are a showcase of architecture and art from a
bygone age.
Peru's astounding variety of climates and eco-systems ranks the country amongst the
world's top eight nations in terms of bio-diversity, where one can find 84 of the 104
life zones existing around the planet. The country is home to more than 400 species of
mammals, 300 reptiles, 1,700 birds and more than 50,000 plants registered to date.

Nature lovers will find Peru to be a choice destination: more than 50 protected natural
areas along the coastline, Andean foothills, wetlands, Amazon forest and tropical
highlands, including Paracas, Manu, Tambopata-Candamo, Pacaya-Samiria, , Pampa
Galeras and Huascarán. These eco-systems are unique and are a haven for dozens of
species on the verge of extinction.

Peru also features one of the world's richest fishing grounds, thanks to its special
climactic conditions and a wealth of nutrients that have give rise to a staggering
number of fish species (more than 900), molluscs, crustaceans, birds and 33 species of
sea mammals.

Peru will also lead visitors into a world of art and age-old wisdom, the legacy of
mayor pre-Hispanic civilisations such as the Quechua, Aymara and people from the
jungle, whose vie w of the world was based on their observation of the Heavens and
Nature. Over the course of centuries, Peru incorporated the cultural contribution of
European, African and Asian migrants.

A diverse nation featuring many cultures, Peru is an endless wellspring of creativity.

In addition to its historic, archaeological and architectural legacies, folk art is another
of Peru's tourist attractions. Its rich folklore is evident in more than 1,500 musical
genres, combining instruments from the outside world with native Andean
equivalents, such as the quena and zampoña, flutes, which provide the accompanying
music for more than 3,000 festivals such as the “Virgen de la Candelaria”, “Inti
Raymi”, carnivals, “Corpus Christi” and celebration for Easter week. At the same
time, Peru boasts one of the most exquisite and varied cuisine on Earth, as local chefs
have succeeded in adapting a diverse variety of native ingredients while remaining
open to outside influences. Peru’s cooking is an invitation to discover flavours and
fragrant smells which are as authentic as they are ancient.

Peru is also a paradise for adventure activities. Adventure-lovers will find the Andes
to be ideal for trekking, camping and mountain climbing. The highlands are riddled
with more than 15,000 lakes, snow-capped peaks soaring over 6,000 meters, the
world's deepest canyons, bucolic valleys and picturesque villages. The entire Andean
chain offers unparalleled opportunities for white-water rafting, superb trails for
mountain biking and gusting winds for fans of hang- gliding and parapente. The
beaches of Paracas (south of Lima) and along the north coast are ideal for sports such
as surfing, windsurfing, sandboard, fishing and scuba diving. There is also good
fishing in the Amazon jungle, where birdwatchers will also have a field day. Whether
basking in the noonday sun or watching the star-studded night skies, Peru is the ideal
place to enjoy a unique and unforgettable stay.

There are few countries on Earth that can match Peru in offering such a varied and
harmonious cultural adaptation of the many languages, ethnic differences and cultures
to one of the most diverse and complex geographies on Earth. This characteristic gave
rise in Peru to some of the world's greatest ancient civilisations, and is what makes
Peru today a fascinating country for visitors from all walks of life.

HANDICRAFT AND ITS RELATION TO TOURISM DEVELOPMENT

Recognition of Peruvian handicrafts throughout the world is on the increase due to its
diversity, colour, creativity and multiple functions. It is considered a popular
expression of high quality.

Its pieces of art contain centuries of history. They include pre-Hispanic forms and
symbols that blend and coexist with others brought by the Spaniards. The harmony of
the geometric designs on its fabrics; the meticulous representation of the rural life
engraved on the gourds; the cultural mixture and barroque colours of the altar boxes;
the Shipibos designs; the Huamanga rock sculptures or the barroque style of the
wooden ones; as well as the beauty of the gold and silver work; and the different
forms of its ceramics; are only some of the expressions of a population that
communicates through the art.

Peru has a great potential for craft commercialisation, which is actually promoted
through a wide net of exporters that –with the support of our diplomatic missions
abroad- exhibit year after year our varied products in the European, Asian and North
American markets. Nevertheless, it must be pointed out that the promotion of our
crafts must go closely linked to promoting the attractiveness of our country. What is
more, crafts constitute something of permanent value to the tourist. They become an
element that bonds the visitor to his visit to a certain area in Peru, a territory in which
its ancestral cultural wealth is appreciated.

We have to remember that Peruvian handicraft is not only a fundamental activity for
the configuration of Peruvian identity, but that it is also important for the survival of
thousands of families and even whole villages. Our craftsmen use their creativity to
make pieces, and boost the promotion of this particular art that, additionally to the
economic benefits it represents, encourages tourism to Peru.

PROMOTING TRADE AND TOURISM THROUGH OUR GASTRONOMIC

WEALTH

The ancestral cultural wealth of Peru – inherited from diverse pre Columbian cultures
–, the diversity of altitudes, lands and climates, as well as the heterogeneous
population, is echoed not only in its habitants, sceneries and historic monuments, but
also in its folklore, handcraft and culinary art.

Just to mention an example, the history of our gastronomy goes back to almost ten
thousand years. Peruvian cuisine has been in constant evolution. The ancient
Peruvians’ eating habit was based on tubers like potatoes, sweet potatoes and
cassavas; as well as legumes and cereals like tarwi, butter bean corn, chilli, peanut
and tomatoes; including diverse fruits. The varieties brought by the Spaniards during
the XVI century, were added to the already over 160 existing species consumed by
ancient inhabitants of Peru.
As a result of the defeat of the Inca Empire, pork meat, bovines, ovines, caprines and
galliformes were brought in. Consumption of milk, cheese, eggs, rice, wheat and
barley was imposed, as it was the case with lentils, chickpeas, broad beans, peas,
carrots and imported fruits – specially grapes, olives and dates – among other
products and flavourings that the Spaniards and their African slaves brought with
them, thus modifying the Peruvian diet and bringing in new ways of cooking. Apart
from these changes, there were others that took place halfway through the XIX
century with the arrival of chinese farmers, called “coolíes”. They influenced the
development of Peruvian gastronomy and nutrition.

Peruvian cuisine emerged from these four main roots: the native, the Spanish, the
African and the Chinese. Today it is one of the best and most varied in the world,
and -according to international gourmets- Lima is considered to be the gastronomical
capital of America.

Peru is in fact a generator of a potential market for trade, mainly regarding foodstuffs,
handicrafts, and tourism.

INTERNATIONAL FAIRS IN THE PROMOTION OF TOURISM TO PERU

There are a series of international channels that enables us to introduce and distribute
our tourist offer within an objective market: workshops, fam trips, press tours and
international tourist fairs. The latter, perhaps the most important ones, bring together
a great amount of people, and are considered to be an excellent wholesale channel.

Tour operators, travel agencies, and public organisations responsible of the promotion
of tourism in their countries, take part in international fairs. In the case of Peru, the
state is represented by the Vice Ministry of Tourism, by the Commission for the
Promotion of Peru –PromPeru -, and by the Ministry of Foreign Affairs. They all co-
ordinate the participation of our country in these fairs, and the Ministry of Foreign
Affairs provide assistance through their diplomatic and administrative staff overseas.

According to the importance of a country to our tourist industry, PromPeru has

identified 9 prioritary markets: the United States of America, main incoming tourism
source for Peru, with approximately 22% of the total number of visitors; Chile (19%);
Japan (1.91%); Argentina (5%); France (4.18%); the United Kingdom (4.08%);
Germany (4.04%); Spain (3.94%) and Brazil (3.35%).

Taking into consideration the aforementioned criterium, Peru takes part in the travel
show ‘World Travel Market’, held in London in November every year. As we all
know, this event is one of the most prestigious worldwide. Our country is represented
in this event by a large delegation, presided by the Vice Minister for Tourism and
conformed by representatives of the most prestigious companies of our tourist sector.

It is important to point out that the successful participation of Peru in this fair would
not be possible without the joint effort from the public and private institutions. Their
combined actions make it possible to put into operation the appropriate marketing
strategies and plans to promote the Peruvian tourist offer abroad.