Peru visitor’s bureau, PromPerú, is to invest heavily in travel trade initiatives as it looks to build on the momentum of the 100th anniversary of the rediscovery of Machu Picchu.

In the UK, the Brighter Group has been appointed to raise the profile to the trade based on its experience in effectively positioning destinations with iconic attractions. 

Much of Brighter’s role will be to increase the awareness of these areas through a series of travel agent training workshops and sales calls throughout the UK, improving destination and product knowledge to include the latest developments and newest tour operators, as well as hosting and attending events throughout the year such as World Travel Market.

While the Inca city of Machu Picchu is undoubtedly one of the country’s greatest attractions and biggest selling points for visitors, Peru is keen to diversify and showcase the less-frequented regions. 

Snow-capped mountains, giant sand dunes, the lush Amazon rainforest and abundant wildlife are just some of Peru’s unique offerings that Brighter will utilise to promote the destination as whole, establishing it as more than just Machu Picchu and the Inca Trail, but rather a diverse and fascinating cultural destination which can suit all tastes and budgets.

Steve Dunne, chairman of Brighter Group, added: “We are thrilled to be working with Perú at such an exciting time; it is a striking country, rich in historical culture and ancient civilisation.

“While Machu Picchu and the Inca Trail are major attractions, the country is blessed with biodiversity, cuisine and adventure and offers the traveller so much more.”

Brighter will primarily focus on increasing knowledge of the lesser known areas including the Northern region with its stunning beaches and the Amazon basin, which covers over half of the land area of Peru.

As well as positioning the country as a boutique destination, offering the discerning traveller a wealth of adventure, gastronomy and luxury, Brighter will look at ways to enhance Lima’s image as a modern metropolis. 

Commenting on the appointment, Elisabeth Hakim, UK and North America markets coordinator, said: “Our country is best known for Machu Picchu, but as a destination we offer such a wide range of experiences from lakes and labyrinth cities to stunning coastal areas with great surfing spots.

“We needed a company with the right representation and PR experience to enable us to reposition our country’s tourism offerings – we believe Brighter has the tools to meet our needs.”