Introduction

Peru is the result of all of its diverse traditions, cultures and

languages. It is like the Amazon River, which is formed by the
convergence of tributaries that add to and shape its immensity. Peru
was born in the same manner, and indigenous, European, African and
Asian bloods flow through Peruvians. This melting pot is our
strength and our pride.

The pre-Colombian cultures and the Incan Empire coexisted in harmony

within the rough and rural geography of Peru. They wisely gained
command over an ocean rich in fish and built pyramids over the
desert sands that challenge time. In the Andes they built roads and
bridges that are still used and constructed cities of stone with
their advanced engineering skills. In the jungles they adapted to
nature and developed great civilizations under the protection of the
earth goddess Pachamama. Part of these millenary cultures live in
every village and city today and their peoples’ customs remain
dormant.

As Peruvians, we are increasingly prouder of the historic and

cultural wealth of our past and our present, and we recognise the
value of the Andes and the Amazon Jungle for everything they
represent in resources and traditions thousands of years old. We are
the oldest civilisation in South America. The neighbouring countries
arose from our territory and our empire. Peru was the region’s
political and production hub, with a privileged geographic location.

And in modern day Peru, there are many entrepreneurs and business
owners who have rediscovered its capacity to create new riches, new
businesses and new services.

Peru represents the fifth largest economy in Latin America. In its

economic structure, services represent 60% of the GDP (trade,
finance, transport and ICT) and the manufacturing sector contributes
22% (agribusiness, construction, cement, rubber, textiles). However,
the primary sector is also extremely important, representing 18% of
the GDP, particularly mining, some 10% of the GDP. Peru has
extensive deposits of copper, gold, silver, iron and zinc, as well
as significant reserves of hydrocarbons, especially gas.
It also stands out for its agricultural production. Superfoods like
quinoa and indigenous potatoes are native to Peru, which is also a
large exporter of foods like avocados, speciality coffees,
blueberries, grapes, mangos, cocoa and organic plantain to the
entire world. Natural fibres that are uniquely Peruvian also abound,

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such as Pima cotton and fine alpaca fleece, which contribute to the
international recognition of Peru’s garment industry.

The main core areas of Peru’s foreign policy in recent years have
been, firstly, the strengthening of Peru’s presence in the
surrounding region; the country’s improved integration in the world
and in the global economy and, thirdly, proper services for the
three million of Peruvian expatriates, some 10% of the population.
Its position as a founding member of the Pacific Alliance merits
mention, holding the pro-tempore presidency at the moment.

However, above all Peru is welcoming —like its people— and treats
visitors extremely well, sharing their history, their culture, their
values and their outlooks on life. Travelling to Peru means
awakening long-held dreams, connecting with oneself and delving into
five thousand years of living history.

Owing to the legacy of powerful millennial civilisations, Peru is

home to over 5000 archaeological sites, many of them shrouded in
mystery and the magic of the ancient times in which these cultures
flourished.

Peru is synonymous with nature and is ranked among the top 10

countries in the world with the greatest biological diversity and
natural resources. With over 200 protected natural areas, it
contains 84 of the 117 life zones defined for the entire world. Peru
has 14 national parks, 15 national reserves, 9 national sanctuaries
and 11 reserved areas. It is home to over 1800 bird species and 10%
of the reptiles, mammals and fish that exist on the planet.

And for adventure lovers, Peru is a true paradise, with a wide range
of activities in stunning natural settings for the curious,
beginners, aficionados and experts: trekking, climbing, mountain
biking, surfing, paragliding, hang-gliding, camping, canoeing and
kayaking are just a few of the most popular recreational sports
within the universe of possibilities available in our country.
12,000 lagoons, 50 mountains souring to heights above 6000 metres
and the deepest canyons on the planet are just a few of the many
settings.

Moreover, in recent years Peru has become positioned as a

competitive business tourism destination. International meetings and
conferences of professionals are increasingly common, especially in
Lima, as there are excellent regional airline connections and a top
level offering for this tourism segment. Events like the IMF and
World Bank Boards of Governors and the COP20 on climate change held

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in previous years are just a few examples that Peru is ready to
welcome and host world events, and has all suitable infrastructures
and security.

The International Congress and Convention Association compiles an

annual ranking of the number of events hosted in different cities
and countries of the world. In its latest report, Lima came in
second for all of the Americas, and Peru ranked 39th in the world.
Proof that our country is an excellent alternative for business
tourism.

There are multiple reasons to pick Peru as a destination and here

are a few that we consider most important:

1. A forward looking country. Our economy has grown steadily in

recent years. We have free trade agreements with the main
world economies, including the USA, China and the EU.
2. The strategic location of Peru connects us to the main world
destinations via direct international flights to Lima, Cusco
and Chiclayo. And Lima —our capital— has domestic flights that
link to the rest of the country in under an hour.
3. Heritage cities. Lima, Arequipa and Cusco are UNESCO World
Heritage Sites.
4. World famous cuisine. Peru is the best culinary destination in
the world according to the World Travel Awards. Further, three
Peruvian restaurants number among the Top 50 Restaurants in
the World, and there are nine on the list of the 50 Best
Restaurants in Latin America.
5. Infrastructure and experience. Peru has a modern convention
centre and numerous international hotel chains, hosting over
12,000 visitors in recent years.

To sum it up, Peru is a country of culture, history, hospitality and

opportunity, and it would be a pleasure and a privilege to show and
share the infinite wonders of our country to all visitors to the
Expo 2020 DUBAI within the setting of the Mobility subtheme.

CONNECTING MINDS, CREATING THE FUTURE

What is Peru contributing to the World Expo 2020 Dubai?

A HISTORY OF OUR IDENTITY

 Which started thousands of years ago

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  Of union between people
 Of harmony with the environment
 Of merging with other cultures
 Of contributions and imports
 Of hard work, commitment and excellence
 Of knowledge, creativity and innovation
 Of learning from the past, creating the present and imagining
the future

VALUES THAT MAKE US PROUD

 Multifaceted in variety and quantity

 Specialists in depth and in quality
 Captivating in breadth and scope
 Plural, tolerant and caring
 Receptive, hospitable and inclusive
 Traditional, creative and innovative
 Full of life, optimistic and passionate
 Dreamers, realistic and ambitious

OUR OUTLOOK ON LIFE

 On the whole world

 On nature
 On uncertainty
 On the future
 On challenges
 On opportunities
 On changes

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Section A: Information

Name of Official Participant: REPUBLIC OF PERU

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 Commissioner General’s Name:  ISABELLA FALCO SCHEUCH

 Phone Number:  +551 616 7300 A:1349
 Email address:  ifalco@promperu.gob.pe
Responsible National Authority (or PromPerú, Commission for the
Authorities): Promotion of Peruvian Exports
and Tourism
Date of Participant Confirmation: 2/8/2018
Date of Draft Theme Statement 12/26/2018
Submission:
Selected Sub-Theme: Mobility

Section B: Pavilion Vision

Pavilion Dear World

Exhibition Title:

Key Pavilion  Starting up a dialogue on ‘cultural

Objectives: identity’ to analyse the value of the
cultural uniqueness that characterises
us to overcome inaccurate ideas on
globalisation interculturalism.
 Rethinking a new idea of identity that
is thoughtful and open, not excluding or
anchored to uncontested principles that
fit with a plural logic, like their own
status, taking the culture of belonging
as an object of exploration and
experimentation in itself.
 Presenting the society of Peru with an
extremely long timeline that ranges from
our ancestors, to understand where we
come from and how we are; moving into
modern-day society to present who we are
and what we give to the world; and
reaching forward to our new and next
generations, whose potential will be
apparent in our pavilion and will be

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 given much attention.
 Revealing our history, our values and
our outlook through a sincere
invitation, an open letter to tell the
world who we are, what we are like and
what we contribute.
 Set out how, for us today, the
development of the production,
industrial and technology sectors, as
well as the ‘knowledge society’ through
our universities, research centres and
thinkers, is linked to current prospects
for this reflective Peruvian identity.
 Providing a feeling of collaboration and
community between the institutional Peru
and the productive Peru.
 Showcasing the differential features to
disseminate the culture, talents,
products, services, experiences and
opportunities offered by Peru.
 Offer a modern and positive image of
what Peru represents today and the role
its uniqueness, historical and cultural
diversity can play with respect to other
South American countries and the whole
world.
 Stimulating and arousing curiosity to
discover and see the landscapes and
peoples of Peru, as well as its history
and artistic expressions, its
infrastructures, products and strategic
projects all working together to create
Peru’s future.

Visitor Priorities:

The Peru Pavilion will be a receptive pavilion that is sensitive

to and respectful of all nationalities and cultures, with specific
services and protocols and spaces to foster communication and
understanding.

Our target considers three different visitor types: the general

public, professional and institutional visitors and future

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potential targets.

The general public as the main factor motivating mobility,

curiosity and instant entertainment, tourism and culture.

Professional and institutional visitors who represent opportunity,

business, relations and investment in the future of Peru.

The future potential targets that will be established and

strengthened via communications, the media, social media… with the
goal of building a post-Expo legacy that will remain always in the
memories of all visitors —both in-person and virtual— visitors who
want to continue their experience in the future, who want to
undertake relations and business right now in Peru.

We interpret this legacy as a sustainable investment for the

entire country at Expo 2020 Dubai, CONNECTING MINDS TO CREATE THE
FUTURE, because this is also our goal.

Section C: Exhibition Content and Programming

Exhibition Content Curation:

The pavilion we propose: ‘Peru: Dear World’, will take on the need
to shape the idea of a reflective and plural identity, the
identity of all those who call themselves Peruvian. Because,
beyond other features, we must understand culture as more than a
simple set of somewhat organised traditions, flavours and
practices that characterise a people with regard to its landscapes
and passages. Instead, we want to view culture as a ‘way of
being’, a special way of interacting and dealing with life, a set
of diverse relationships with these landmarks in space and in
time, as a general type of ‘family flair’ that make everyone who
is part of it recognisable, and shapes the community.

In summary, the title of the pavilion, more than a topic-based

identification of what we will do there, should be understood as a
spring from which meaning flows, which, rethinking Peru and
Peruvians, still points to a blend and transit, a society on the
move, in parallel with letting a perfectly identifiable and cross-
cutting ‘melody’ ring out with the unique lifestyle and
personality of Peruvians.

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Set out in this way, the main stars of our exhibition dialogue and
what we recount in the pavilion should be none other than the
Peruvian people themselves, the society of Peru from an extremely
broad time framework that ranges from our ancestors, in order to
understand where we come from and what we are like; moving into
modern-day society to present who we are and what we give to the
world; and reaching forward to our new and next generations, whose
potential will be apparent in our pavilion and will receive
significant attention from different perspectives: culture,
science, innovation and the arts.

As a cultural product created by Peruvian institutions, we also

believe that the pavilion should be an institutional resource to
maximise the aforesaid reflective and plural identity that is
tolerant, open and intercultural, which today is presented to us
as a need to think, especially within the context of a world expo
whose theme is CONNECTING MINDS, CREATING THE FUTURE.

Thus, the exhibition dialogue for the Peru Pavilion is shored up

by three core conceptual areas: HERITAGE, VALUES AND PROMOTION and
they will be organised into six main content areas: CULTURE,
TOURISM, GASTRONOMY, PRODUCTS & MANUFACTURE, TALENT AND
OPPORTUNITY.

The conceptual and core pillars of content will be developed with

the necessary and invaluable advice of the different sectoral
tables we have put together and the collaboration of public and
private stakeholders whose activity is suitable for providing
specific content to incorporate into, and enrich, the Pavilion‘s
exhibition dialogue.

The narrative structure and content matrix can be summarised by

two phrases:

HELLO
DEAR WORLD
FROM PERU

WE SHOULD SEE MORE OF EACH OTHER

These two phrases operate as narrative arcs under which the

contents will be organised, sorted and related.

1. HELLO

The first event at the pavilion will be based on its own

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architecture (to be developed) and will be employed as the
visitors’ initial visual, conceptual and emotional contact with
Peru. In this regard, in addition to the aesthetic solution we
finally adopt, we are working so that the architecture of our
pavilion provides a formal solution to its three main
requirements:

 Iconic: Attracting the public via a singular feature,

whether it is a set design, artistic or technological
design… that will establish a conceptual and aesthetic
dialogue with the pavilion’s discourse and content.
 Hospitable: Welcoming and greeting the public through
personal contact (real and virtual). In whatever way it
happens, it will be the Peruvians who will say ‘hello’ to
all visitors.
 Inviting: The experience starts here. The journey to Peru
starts here. Come on in! Moving inside the pavilion is
essential for influencing the predisposition of people who
come after visiting other pavilions, which are still latent
stimuli. Therefore, it is important to achieve a
decompression process and prepare visitors for this new
experience, while in parallel presenting them with the first
key ideas to start to understand the tale proposed by Peru.

2. DEAR WORLD

In this second exhibition area, visitors —who have already become

travellers and audience— will find themselves invited to a deep
sensory experience, an immersion into Peru in which its history,
culture and heritage are unveiled in a spectacular and suggestive
tale, presented and shaped via its protagonists: the Peruvian
people.

These protagonists will always be present and will be the

narrative vehicle for discovering Peru, as they tell visitors
about Peru as both their hosts and hostesses and their travel
companions. A journey that will unfold via several scenarios and
several Peruvian landscapes. Landscapes viewed as a slice of land,
a certain perspective to which they belong, like a corner
delimited by a line of trees, a road, a peak, a river bank, a
coastline, a terrace… as a ‘happening’ where they witness and
experience birdsong or a waterfall. Landscapes that will never be
devoid of humanity, since beyond showing and expressing the
diversity and natural, cultural and artistic wealth of Peru, they
will showcase our present day, giving rise to different feelings

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of belonging that identify us as all equal, in the mutual
relationship of the men and women of Peru.

As mentioned earlier in the introduction, ‘Dear World’ has the aim

of capturing:

The history of our identity

The values that make us feel proud
Our outlook on life

Via:

An open letter to tell the world about Peru

A sincere invitation to come and visit Peru
A declaration of love of our planet

3. FROM PERU

In the third exhibition space, accompanied by and complementing

the obligatory geographical, historical and artistic review of the
unique condition of Peruvians, the need is patently clear to set
out how our current development of production, industrial and
technology sectors, as well as the ‘knowledge society’
(universities, research centres and thinkers) are linked to the
current prospects for this comprehensive and reflective outlook on
Peruvian identity. Research and innovation in all of these sectors
will be a fundamental and transversal factor within the exhibition
space.

What’s more, we believe that this space will be another anchor

point for the pavilion contents, seeking to provide a feeling of
collaboration and community between the institutional Peru and the
productive Peru.

‘From Peru’ aims to showcase the differential features of and to

disseminate the culture, talent, innovation, products, services,
experiences and opportunities offered by Peru.

This Expo 2020 provides a privileged window to show the world

everything that Peru has to offer. In short, to provide a modern
and positive image of what Peru represents today and the role of
its uniqueness, historical and cultural diversity with respect to
other South American countries and the whole world. And, via this,
to promote curiosity to discover and see the landscapes and

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peoples of Peru, as well as its history and artistic expressions,
its infrastructures, products and strategic projects that all work
together to create its future.

The course though our pavilion ends by wishing that everyone who
visits us will be able to answer —in one way or another— the
question: ‘What do we as Peruvians say about our Peruvian-ness and
way of being in the global world to which we also belong?’

4. WE SHOULD SEE MORE OF EACH OTHER

The fourth and final exhibition space has been conceived with the
intention of creating a space for rethinking and interacting with
visitors.

The journey has not ended and, indeed, it has only just begun.

‘We should see more of each other’ verbalises a farewell that is

not goodbye, but instead more of a 'See you later' or 'See you in
Peru’ or ‘We’ll be waiting for you’.

In this space, in addition to the intermediating items or

resources that we use, we believe that the objective must be to
strengthen the emotional connection to visitors, so that they feel
just a wee bit Peruvian by that point, and they leave the pavilion
as they would leave a friend they will see again.

In practice, this space should provide a final push, closing the

expo experience and making visitors want to stay just a little
longer in the pavilion to visit the shop, read about the cultural
programming, enjoy our cuisine at the restaurant or bar or
discover Peruvian products in the store. A further objective is
that they want more, and then we can assist and advise them on
practical information for visiting Peru.

The Peru Pavilion will also contribute a complete cultural and

promotional activity programme to the permanent exhibition
offering, aimed at both the general public and businesses and
professionals, as one of the differential characteristics of this
pavilion is its status as a dual pavilion, designed and created to
welcome TWO types of visitors (the general visitor and the
professional or institutional visitor) with TWO differentiated but
not exclusive spaces, and common spaces for both audiences,
generating aggregate value in the interests of each of the

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targets, creating a unique visit and, at the same time, the image
of a solid country.

The programme and cultural and promotional activity agenda is

currently being defined and developed, although this plan is
conceived with the ambition of integrating a balanced,
representative and attractive sampling of Peruvian talent in
disciplines including the visual arts, music, cinema, sports and
fashion. There will be a prominent place for essential sectors
like tourism, gastronomy and fashion, without forgetting our
contributions to science and innovation, as well as the showcasing
of our position in the global market via our most relevant
productive sectors (mining, manufacturing, textiles and garments,
fishing, agricultural produce and services) and our opportunities
as a destination for strategic investment. We will set out our
strengths as a country and our current network of commercial
agreements.

As for Peruvian National Holidays, chance has it that, in 2021, as

United Arab Emirates shall be celebrating its 50th anniversary
since its constitution as an independent state, Peru shall be also
celebrating in 2021 the bicentennial of its independence. As
pointed out earlier, the cultural and promotional activity agenda
for the pavilion is still being finalised, but our proposal to
celebrate Peruvian National Holidays will most likely be scheduled
for the second phase of the Expo —in 2021— and we will design a
special day of activities and events related to our bicentennial.

Section D: Interior Design

Design Vocabulary:
The design of the Peru Pavilion, still underway, will adopt these
premises and objectives as its own:

From a conceptual viewpoint:

 Display the multifaceted identity and values of Peru.

 Provide cultural, social and practical knowledge.
 Counter stereotypes, prejudices and clichés.
 Generate emotion, entertainment and identification.

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From an emotional viewpoint:

 Use the narrative technique to achieve the above.

 Connect emotionally to visitors’ lives.
 Propose a vital, poetic, evocative and symbolic journey.
 Make it a veritable show: that surprises everyone; that is
not taken in at a single glance; and that envelops and
involves all visitors.

From a narrative viewpoint:

 An unexpected format: A scenic and staged documentary? A

documentary performance? A film that one sees moving before
their eyes?
 A journey from the past to the future: guided by personal
stories, experiences, learning and knowledge.
 An intergenerational tale: A story of interlinked stories
and a common identity.
 An invisible unifying thread: Sustainability in its broadest
sense: cultural, social, environmental and economic.
 An open letter to tell the world about Peru: Who we are.
What we are like. What do we offer to the world.
 A sincere invitation to come and see Peru: Open to all
nationalities and cultures, to offer the very best of
ourselves. So that everyone can discover our treasures, both
big and small.
 A declaration of love of our planet: What our commitment is.
What we are doing.

From a formal viewpoint:

 Not only words and images should be important to our

mission, but also the light, colours, textures, sounds,
silences, the play on volumes, meaning everything related to
Peru.
 The creation of an aesthetic ambience (’aesthetic’ referring
to the sensory experience, and not only to the rules for
creating artistic productions) where the form of the
presentation, the hall converted into a stage, the
occurrence of certain deeply felt time and space points —
without interpretive or conceptual mediations— to the
content of that which is represented, as one is only
'Peruvian' or from any other country, by inheriting and
reclaiming a certain sensitivity with regard to a specific,

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 historical and unique space and time.

Retail Items:
The product, object and service catalogue that Peru will present
at the World Expo 2020 Dubai, still under work, will be designed
under the slogan 'Made in Peru’ and will include a representative,
balanced and attractive selection for all types of potential
target visitors of the Expo.

The catalogue will represent our main productive, cultural and

tourist sectors, and all products, objects and services will be
selected heeding criteria of quality, exclusivity and conceptual
coherence with the Expo setting and with the Peru Pavilion.

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Section E: Visitor Journey

The display strategy and, therefore, the exhibition discourse and

design will follow a modern and innovative concept that stimulates
visitors’ involvement in the dynamic and creative layout of the
Peru Pavilion.

Therefore, we are working on a pavilion based on promotion,

emotion and experience, in the search for new relational formulas
between the displayed contents and visitors to provide them with
the chance to learn about, explore and experiment.

Consequently, the discourse and design of the Peru Pavilion will

bring together the characteristics typical of emotional,
entertaining and educations exhibitions:

 An emotional exhibition: designed to seduce and cause

feelings, designed so that visitors may admire the beauty of
contents displayed as effectively as possible by creating an
aesthetic ambience in which interpretive elements also
exist.
 An entertaining exhibition: in which its participative and
interactive nature prevails, involving visitors in related
activities that entail both intellectual and physical
action. We not only want visitors to look, but also to
participate with all their senses.
 An educational exhibition: aimed at conveying information,
principles and attitudes, which will be used as a
dissemination instrument via our Cultural Programme.

Section F: Intended Outcomes

Our main goal after the Expo 2020 has ended and with regard to the
visitors who came to our pavilion is as simple and complex as
having created a relational space for thinking together and
interacting with visitors.

‘We should see more of each other’ puts into words a farewell that
is not a goodbye, but instead more of a 'See you later' or 'See
you in Peru’ or ‘We’ll be waiting for you’.

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Thus, we believe that the objective must be to strengthen the
emotional connection to visitors, so that they feel just a wee bit
Peruvian at that time, and they leave the pavilion as they would
leave a friend they will see again.

In practice, we want to ensure that this final nudge remains in

their memories long after, closing the exhibition experience and
making attendees not only want to stay just a little longer in the
pavilion to visit the shop, read about the cultural programming or
enjoy our cuisine at the restaurant or bar. A further objective is
that they want more, and then we can assist and advise them on
practical information for visiting Peru.

To us, the journey does not end in 2021 and, indeed, it has only
just begun.

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