The Commission for the Promotion of Exports and Tourism (PromPerú) has launched its second large-scale campaign, "My Peru Story 2: A New Adventure," with the aim of boosting the number of South Korean tourists. This campaign is part of a strategy to effectively introduce Peru’s rich cultural heritage and natural diversity to the Korean market and to increase the number of South Korean tourists, a market segment with high growth potential. In particular, the campaign heavily utilizes digital platforms, focusing on the core targets of South Korea’s Generation X, Millennials, and the high-spending Baby Boomers generation.
Exploring Peruvian Landmarks with Influencers
Central to the campaign is a promotional video featuring two Korean influencers, singer-songwriter Stella Jang and Jung Yewon, as they journey across Peru. By sharing their friendly and personal experiences, they aim to resonate with a wide fanbase and spark interest in traveling to Peru.
In the video, the two influencers explore Peru’s iconic landmarks, including the citadel of Machu Picchu, the enigmatic Nazca Lines, the vast Peruvian Amazon, and the historic Lima Historic Centre. This not only highlights the visual beauty but also the cultural and historical depth of Peru, meeting the expectations of Korean travelers who desire both adventure and cultural immersion. PromPerú aims to maximize the ripple effect of social media by utilizing such influential figures, specifically intending to brand Peru as a new travel destination for Millennials and Generation X.
Multi-faceted Digital Marketing Strategy
PromPerú is implementing a comprehensive digital strategy that goes beyond simple video promotion. They provide Peruvian tourism information and encourage interaction with potential tourists through the campaign’s official website and social media channels. The interactive website is a key component of this campaign, offering visitors a virtual opportunity to explore the places visited by the influencers. Users can find information, images, and reviews on cultural, nature, and gastronomic attractions, providing practical assistance for planning their trips.
Additionally, a prize draw, including a trip for two to Peru, is being held to encourage campaign participation and increase online platform engagement. These incentives are expected to not only generate buzz for the campaign but also contribute to PromPerú collecting valuable data on South Korean consumers' preferences and travel patterns.
South Korea as a High-Value Market
Peru’s focus on the South Korean market is based on a strategic assessment. South Korea is anticipated to play a significant role in increasing tourism revenue due to its high growth potential and a large proportion of high-spending travelers. Millennials and Generation X show a keen interest in international travel and actively seek unique destinations that offer adventure and cultural immersion. By attracting these travelers, Peru aims to stimulate the regional economy by increasing spending on premium services such as guided tours, luxury accommodations, and culinary experiences.
Furthermore, the Baby Boomer generation, known for spending an average of $1,353 and staying for 8 nights during their trips, is also a key target. Considering their high interest in cultural and natural heritage and their relaxed spending habits, the campaign emphasizes Peru’s rich history and diverse landscapes.
PromPerú’s "My Peru Story 2" campaign is more than just a promotional activity; it is part of a long-term strategy to firmly establish Peru as a unique global tourist destination where nature, gastronomy, and culture harmonize. The success of this campaign in the South Korean market is expected to be an important stepping stone in further elevating Peru’s international tourism profile.
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