Assessing Peru’s Potential as a World-class Adventure Tourism Destination
Promperú
Destination: Peru
Engagement: 2017
PROMPERÚ, Peru’s national tourism development and marketing agency, sought to market Peru as a destination for niche adventure tourism activities including hiking, surfing, stand-up paddle boarding, and mountain biking. Twenty31 along with our partner, the Adventure Travel Trade Association, were engaged to measure the market potential, profile adventure travel consumers, and assess Peru’s competitive standing.
Marketing recommendations
Based on the research insights, we crafted a series of recommendations for PROMPERÚ for effectively positioning the destination, engage with, and market to adventure travellers, and differentiate their adventure tourism offering within Latin America.
Quantitative consumer research and market sizing
We developed and conducted a comprehensive quantitative survey with representative samples of adventure travel consumers in six major outbound markets: Australia, Brazil, France, Germany, the US, and the UK. We also conducted in-depth qualitative interviews with major outbound tour operators. In addition to consumer profiling, brand assessment, and competitive mapping, we analyzed statistical data to determine the total market size for specific adventure activities and Peru’s existing market share.
PROMPERÚ used these recommendations to refine and adapt their marketing campaigns, effectively driving higher-value adventure tourism to the destination.
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Assessing Peru’s Potential as a World-class Adventure Tourism Destination
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