INTERVIEW PROMPERU
ELISABETH HAKIM In Person with...
Elisabeth Hakim, UK and North America markets coordinator for PromPeru, the country’s national tourist board, outlines Peru’s activities in the UK
ELISABETH HAKIM UK and North America markets coordinator PromPeru
Tell us a little about your role and responsibilities with PromPeru I lead the team at PromPeru that devises the promotional strategy to be imple- mented in the UK and North America. The strategy is twofold as it covers both the end consumer and the trade. I also support the team with the execution of the plan. This is the part of my job that I love the most: working in the field, making presentations to the trade, talking to the consumer and getting the feel of the market.
What do you love most about Peru? Whenever I become too urbanite (I live in a city with over nine million people!) I travel to deepest Peru and get in touch with my roots again. Our people rejoice in the nature that surrounds them, their respect for traditions and their love for sharing their experiences with strangers. When I come home I feel renewed,
more relaxed, and even a better person! This is what I love most about Peru – the country provides you with life- changing experiences that really do make you a better person.
How has the UK market to Peru changed over the years? The UK market to Peru has great potential and this has not changed at all, in spite of the fact that arrival numbers have been declining due to the financial situation of the market. However, the
quality of the traveller is still there. They are highly educated and interested in the culture of the country. UK travellers appreciate our rich biodiversity and are willing to sacrifice comfort when the situation demands.
It looks like PromPeru will be busy at World Travel Market this year. Tell us a little about the activities you have planned for travel agents WTM will be busy this year but it will also be fun! We are planning to hold a series of seminars on the Wednesday which are aimed at travel agents and designed to help them better understand Peru’s rich offering. Agents can pick up goody bags at
these events and have the chance to win a holiday for two to Peru. Traditional dances at the stand and tastings of our renowned cuisine and national drinks will also help agents to experience Peru’s culture. In addition, around 40 co-exhibitors will be in attendance on our stand to explain their products and services in detail.
How important are travel agents to PromPeru? Very important! According to a PromPeru study over 50 per cent of UK travellers visiting Peru use the services of a travel agent. These agents are able to advise clients what is best for them and how clients can make their dreams come true. Agents therefore need to be educated about Peru’s offering, which is rich and complex.
How can PromPeru help agents in terms of education and training facilities? PromPeru is fully aware of the importance of offering education and training to agents. This is the reason why we will soon be launching an online training programme that will be a one- stop shop for agents. On this site agents will learn about Peru’s tourist offering and receive accurate and updated information about products and services. It will be an informative and fun site to
34 October 2011 •
www.sellinglonghaul.com
"Agents are very important to us. Over 50 per cent of UK travellers visiting Peru use the services of a travel agent"
visit with insider tips from the experts that they can pass on to their clients.
Can you confirm who you have appointed to represent PromPeru in the UK? We have just appointed Brighter Group to represent us to the trade and media. This is the result of a process in which several representation offices partici- pated, and we were very pleased to see the interest among these companies to represent our country.
The 100th anniversary of Machu Picchu's discovery was celebrated this year. How has Peru benefitted from the events? Peru has been renowned for Machu Picchu for some time already but the celebrations of the 100th anniversary of
its discovery by Hiram Bingham has put the country in the spotlight and further increased awareness of the destination. We will use this interest to showcase
other lesser-known areas such as the Moche Route in the northern coast of Peru, or our Amazon rainforest.
What promotional activities can we expect to see from PromPeru in the year ahead? We will launch a promotional campaign geared to consumers in the spring of 2012 which will reinforce the magic of Peru, reassuring potential visitors that places like Peru, where you can 'live the legend', still exist! Stay tuned!
Pictured above: Traditional Andean handicrafts; Pictured left: Capital city Lima's imposing cathedral, built in 1535
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