Sustainable Cultural Tourism for Central Perú

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1 Sustainable Cultural Tourism for Central Perú Creating authentic experiences for the new tourist

2 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

3 Overview we will explore sustainable cultural product development from the perspective of The New Tourist to Perú as the target market Higher per head spend Longer dwell time 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

4 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, experiences To increase social and economic benefits of tourism To better disseminate those benefits

5 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 An opportunity with ICOMOS ICAHM

6 Shifting Perception Shifting perception from a single monument (Machu Picchu) to broader cultural heritage Perú is more than a world wonder country Peru has a powerful tool for taking market share away from its present competitors. That tool is the perfect balance of all three types of adventure tourism. Peru has a clear and distinct advantage over the countries outside Latin America as well as in Latin America.

7 Who Is the New Tourist from a Global Perspective Most Valuable Perú is attracting more and more business leaders, investors and luxury tourists who are more and 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

8 Who Is the New Tourist from the USA and Europe USA International Cultural Tourists 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)

9 The new tourist from Europe Europe the next generation The single largest age group is in the age range, and almost 40% of travelers are under 30 Generally longer dwell times enabling multi destination in-country travel

10 who is the new tourist on the doorstep Mexico leading Latin America Appreciate travel for its educational value and overwhelmingly consider international travel an investment in the education of their children. On their international trips, affluent Mexicans place a high value on comfort and convenience and tend to be ready to pay a premium to treat themselves and their families to top quality experiences and services.

11 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

12 Perú - The lure of mystery Mystery excites Mystery compels Mystery is missing in the dailiness of existence The new tourist wants to be engaged The new tourist wants to be part of the inquiry The new tourist will pay a premium for the opportunity to be part of a journey of discovery

13 What do the new tourists want They wish to Dig Deeper in the culture, physical experience of the 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 to create memories that will last a life, and draw them back to explore further The New Tourist seeks 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 Perú the Accent is on Ú

14 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

15 historic districts are an untapped resource Attracts investment when a place invests in itself, others follow Attracts visitors when a place takes pride in its history and community culture, others follow Raising the perception of value to residents and visitors Raising the perception of quality to residents and visitors Using existing resources to benefit both residents and visitors

16 Historic districts attract cultural tourists Historic districts provide significant social and economic benefit to local communities and are tremendous attractors to tourists. Properly planned, managed and maintained historic districts can be engines of sustainable tourism growth and development.

17 What TimeFrames can do Before a visit Trip planning Links to assist in booking accommodations, activities, travel within Perú, combining adventure, nature and culture opportunities into a rich diverse trip Store customized itineraries for later review and use as a checklist During a visit Interpretation presentation After a visit Store customized itineraries for to share and relive the experience with friends and family

18 What is timeframes Timeframes is innovative data base driven, multimedia technology to: 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

19 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

20 Why timeframes in Perú TimeFrames Supports our Branding Proposition Perú the Accent is on Ú Brand Promise Extraordinary visitor service delivery and interactivity Dig Deeper Brand Storyline Brings the brand story to life through interactive story telling Pre-Inca Trail Innovative leveraging of the Inca Trail s brand strength and recognition

21 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 and the goals of the stakeholders We design our functional requirements around your needs and goals as well as the long term conservation and management of cultural sites

22 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

23 the ename museum A place in time Feast of 1,000 years Archeolab

24 Technology meets the challenge Interpretive narration describes: The evolution of the site to its present condition, How we know what we know What we don t know Our collective responsibility of stewardship, What each of us can do

25 Ename site interpretation

26 Technology meets the challenge System is self-contained and secure System hardware is off-the-shelf Screen/Panel Computer CCTV Projector System uses existing information 3D renderings Photogrammetry Computer models

27 Technology meets the challenge Visitors view digital 3D reconstructions of the successive historic eras on the site superimposed on the excavations of the medieval abbey in Ename This helps visitors to understand the archaeological remains and to visualize how the original structures might have appeared TimeFrames was honored with two awards: the Gouden Scarabee and the Vlaamse Monumentenprijs

28 Ename is now a leader Achieved the goals of the nation, the region and the community Recognized for excellence in interpretation Represented at international conferences Considered on a world stage as an innovative leader using archaeological resources for sustainable benefit The Ename Charter

29 Angkor, Siem Reap, Cambodia Cambodia wants economic benefits of tourism Local residents want the quality of their lives improved by tourism Visitation to Angkor is unsustainable 565 visitors in 1986, 4 million in Sites are being deteriorated by lack of awareness of fragility

30 Visitation to Angkor

31 Visitor Impact 2005

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33 enhancing experience, mitigating impact

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35 Balance Managing visitor impact is critical to Protecting investment in conservation and stabilization, Sustaining site for visitors and future archaeologists and Providing long-term economic benefit to the area.

36 The opportunity for Perú TimeFrames will bring Perú s many cultural heritage treasures to the world s attention online and as material for documentaries Make Perú the South American leader in the interpretation and sustainable economic development of cultural heritage treasures TimeFrames technology is cost effective now and can lead the way for how all Perú s cultural heritage sites will be managed in the future

37 The benefits of using technology Engaging Educating Empowering + Conserving Restoring Protecting

38 Benefits WINS for the site Reduces physical wear Increases public safety Protects the investment in preservation Generates revenue for on going efforts

39 Benefits WINS for Community Stretching the economic development opportunity created by increased visitation

40 Benefits WINS for the visitors Enhanced experience without damage or impact to the site More informed exploration Sense of ownership Empowered with knowledge