Beyond Lima: Decoding Peru's Fragmented Visitor Base

 Celebrating Corpus Christi in the streets of Cusco. Photo compliments of @beyondhue

Celebrating Corpus Christi in the streets of Cusco. Photo compliments of @beyondhue

Lead analyst: Luke Bujarski

Peru packs a punch as a travel destination these days, pulling visitors from all four corners. In 2016, over 3.7 million international travelers descended onto the land of the Incas, up 50% from just five years ago. Many come for business in Lima and some come to walk the Inca trail, but Peru's travel offering is now extending beyond the country's most visited and iconic destinations.

With visitor numbers growing at 10% annually, both public and private sector stakeholders are vested in diverting tourism dollars toward Peru's many alternative beach, desert, jungle, and mountain destinations. Geo-politically, Peru is divided into 25 autonomous regions. Of these, Lima and Cusco still capture a significant share of visitor volumes, but hotel investments in regions like Ica, La Libertad, and Tumbles are heating up.

# of 3-5 star hotels by region (2016)

Data Sources: Mix of public and proprietary data sets

Peru as a destination also pulls from a diverse and global traveler pool. The latest origin-destination data for hotel arrivals show that U.S. visitors account for about 20% of Peru's total hotel demand. France, with a 9% share, is the second largest point-of-sale market for Peru. The remaining share of international visitors come from a mixed bag of countries throughout Africa, Asia, Europe, and North America.

Peru: Hotel Inbound Mix by Traveler Origin (2016)

Data Sources: Mix of public and proprietary data sets

Lima serves as Peru's key international gateway but where travelers go from there depends on origin. Hotel arrivals in Lima roughly reflect the nation as a whole. Latin American, European, And North American travelers make up the bulk of travelers. 

Lima: Hotel Inbound Mix by Traveler Origin (2016)

Data Sources: Mix of public and proprietary data sets

For regions beyond Lima, the traveler mix starts to look different. The Cusco and Machu Picchu (ancient Inca ruins and Peru's most iconic tourist attraction) traveler mix starts to skew more heavily toward leisure motivated visitors from North America, Europe, and Asia.

Cusco: Hotel Inbound Mix by Traveler Origin (2016)

Data Sources: Mix of public and proprietary data sets

For less traveled destinations such as the desert city of Ica, the international traveler mix skews more toward European and Asian travelers.

Ica: Hotel Inbound Mix by European Origin (2016)

Data Sources: Mix of public and proprietary data sets

Ica: Hotel Inbound Demand by European Traveler Origin (2016)

Data Sources: Mix of public and proprietary data sets

Each of Peru's 25 unique regions attracts a unique mix of international travelers. As a local travel service provider, identifying target markets and gaps in your marketing strategy is now possible through the use of data. Technology is making it possible for travelers to easily explore destination options well beyond the most trodden locales. It's also easier for travel service providers to find and source demand from a global travel market place.

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