Sustainable Cultural Tourism

for Central Perú

Creating authentic experiences

for the new tourist
overview
The “New Tourist” to Perú as the target market
• Higher per head spend
• Lighter ‘footprint’
• Repeat visitation

Perú’s Tourism Ministry’s mission

• Reach new significantly larger and expanding markets
• Dramatically AND sustainably increase tourism growth
• Expand the tourism base beyond Machu Picchu
background – our work to date
Perú the Accent is on Ú
• Brand Promise — Unforgettable personal
experiences and high quality
personalized service

Dig Deeper
• Brand Storyline — Dig deep into Perú’s
rich mysterious ancient monumental
cultures

Pre-Inca Trail
• National Product Line — Expanding upon
Perú’s existing Inca brand
shifting perception

From a single monument (Machu Picchu) to broader

cultural heritage – Perú is more than a “world wonder”
country
a perfect balance
• Perú has perfect balance
of all three types of
adventure tourism.
• Perú has a clear and
distinct advantage over
the countries outside
Latin America as well as
in Latin America.
Perú – authentic and largely undiscovered
Mystery is missing in
the dailiness of
existence
People want enriching
journeys of self-
discovery
People want to engage
Perú is in the right place

• to take advantage of the explosive growth of

the New Tourist Market
• to use its existing cultural resources as a
foundation for exciting, engaging, sustainable
experiences
• to increase social and economic benefits of
tourism
• to better disseminate those benefits
at the right time

• technology allows us to bring sites to life

• technology allows us to mitigate visitor impact
• technology allows us to tell stories as we write
them
• technology allows cultural heritage to become
accessible and inclusive
• Perú could be a leader in sustainable cultural
tourism
why timeframes in Perú

• Perú has some of the oldest, richest, unspoiled and undeveloped cultural
heritage on the planet
• Perú is unearthing new discoveries daily
• In the age of the internet, cultural heritage travelers want to ask
questions, to be involved, to follow their own path
• timeframes interactive technology will transform the cultural and
archaeological resources of Perú into a monumental and very mysterious
journey of adventure, culture and personal discovery
who is the new tourist
most valuable
• Perú is attracting more business leaders,
investors and luxury tourists who are more
sophisticated and able to pay more
rapidly growing
• Cultural tourism is growing at a
significantly higher rate than tourism
overall

seek what Perú has to offer

• Peru’s monumental culture combined with
its pristine and rare natural environments
make Perú extraordinarily attractive to the
New Global Cultural Tourist market
the new tourist from North America
• 92.5% of all tourists participated in at least
one culture activity while on a trip
• US tourists are progressively more likely to be
married, better educated and to have higher
household incomes
• The level of activity on trips (for adventure
and culture activities) increases as the
affluence of the traveler increases.
• They seek vacation experiences that are
intellectually stimulating and offer
opportunities to learn
• Participate in a greater number of culture
activities (10.0 culture activities on average)
the new tourist from Europe
the next generation
• The single largest age group is in the 20-29 age range, and almost
40% of travelers are under 30
• Generally longer dwell times enabling multi destination in-country
travel
who is the new tourist – on the doorstep

Mexico – leading Latin

America
• High yield per traveler
• Flexible visit duration
• Highest GNI in Latin
America
• Growing economy
who is the new tourist - on the doorstep
Argentina
• economic recovery
• domestic market saturation
• seeking cultural activities
Brazil
• High GDP
• increasing domestic and
international travel
what do the new tourists want

• They wish to dig deeper in the cultural experiences and grandeur

of Perú, create memories that will last a life time
• can become a repeat visitor — by digging deeply into the
monumental culture of Perú, drawing them back to explore further
• seek depth and connection to a place; become part of the culture
• will pay a premium — for a high quality authentic experience that
they can customize to excite their imaginations
What do the new tourists want

Tailor made travel

• Before the visit – learn more
• During the visit – experience more
• After the visit – remember more
• Our timeframes technology can achieve these
what is timeframes
• timeframes is a non-intrusive innovative data base
driven, multimedia technology
• create exciting, highly interactive and stunning visual
experiences
• bring to life the history, people, events and cultural
treasures of Perú for:
• On-site visitors
• Internet education and marketing campaigns
• Manage cultural heritage assets
timeframes is a tool

technology can’t lead –

to succeed, to thrive
sustainably-
technology must follow
• the needs of the sites
• the stories we want to tell
• the goals of the
stakeholders
ename, east flanders, belgium

• regional government wanted to be world leader in interpretive

technology
• national government wanted to increase tourism in Flanders
• community wanted economic and social benefits generated by
tourism
• archaeologists wanted to share their findings
the ename museum
ename site interpretation
timeframes met the challenge
• self-contained and
secure
• ‘off-the-shelf’
hardware
• uses existing
information
• 3D renderings
• Digital imaging and
photogrammetry
• Computer models
timeframes met the challenge

interpretive narration describes:

• the evolution of the site to its present condition
• how we know what we know and what we don’t know
• our collective responsibility of stewardship
• what each of us can do
ename is now a leader

• achieved the goals of the nation, the region and

the community
• recognized for excellence in interpretation
• considered on a world stage as an innovative
leader using archaeological resources for
sustainable benefit
• The Ename Charter
the opportunity for Perú

• timeframes will bring Perú’s many cultural heritage treasures to

the world’s attention domestically, internationally and on-line
• timeframes technology is cost effective now and can lead the way
for how all Perú’s cultural sites may be managed in the future
• timeframes will make Perú the South American leader in
interpretation and sustainable tourism development
the case for Caral
• the origins of
civilization
• Opportunities for
engagement and
Inclusion
• existing infrastructure
• existing tourism trends
• a long term sustainable
effort
using existing resources: historic districts

• attract investment – when a

place invests in itself, others
follow
• attract visitors – when a place
takes pride in its history and
community culture, others
follow
• raise the perception of value
and of quality to residents and
visitors
sustainable return: empowerment

• Creating social benefit

• Engendering pride of place
• Improving lives of host
communities
• Empowering with knowledge
• Sensitizing visitors
• Increasing visitation while
decreasing impact
• Enhancing experience
sustainable return: education

• Empowering local people

with knowledge
• Linking Sites and Data
• Multi-cultural
understanding
• Living history
• Value of academic research
• Relevance of history and
cultural heritage
sustainable return: conservation

• Integrity and Credibility

• Climatic Issues
• Maintenance
• Site Fragility
• Unconsolidated remains
• Preservation planning
• Updating programs
• Secure and Unsecured
sites
sustainable return: financial

• Long term sustainable

economic opportunity by
encouraging sensitive,
informed tourism
• Income generation through
derivative products and
services
• Attracting private investment
• Enhancing per-head spend
• Helping sites be self-
sustaining
sustainable return: political
• Justification for site
expenditures
• Support for archaeology and
heritage management
• Creating public benefit to
constituents
• Increasing awareness of
significance of archaeology
and heritage sites
• Increasing exposure of area
and its significance
• Allowing for a-political
interpretation
Sustainable return on investment

Raising Awareness Protecting the resource

• Engaging • Revealing
• Educating • Conserving
• Empowering • Sustaining
Thank You,
the binder group, llc