If you represent an international company provider for the tourism industry in Peru, you should know that the country is constantly growing in stature due to its wonderful destinations and its high quality of touristic and gastronomic attractions. A few days ago, Peru won Best Tourist Attraction (for Machu Picchu), Best Cultural Destination and Best Culinary Destination at the Global edition of the World Travel Awards. Just one month earlier, it received the same recognition at the awards’ South American edition.
Peru’s tourism industry leaders are constantly seeking to maintain and improve their standards, and they need access to the best suppliers to do so. In this context, any company looking to successfully enter this competitive market needs to choose an experienced public relations and marketing agency that can show tangible results of the high level of exposure of the brands they currently represent.
These are some of the key characteristics that a public relations and marketing agency must have to position products and services in the Peruvian tourism industry.
A public relations agency specialized in multinational companies will know how to design and manage communication strategies, localizing messages according to the language and context of the targeted markets. The agency should definitely have experience in the Peruvian market and other Latin American regions, both in tourism and related sectors, in order to evaluate the possibility of developing strategic alliances.
Another advantage of international communication agencies is that they handle processes similar to those of their foreign clients, facilitating communication and ensuring positive results. Another important thing to consider is whether the agency is multidisciplinary. An agency that is familiar with tourism PR and Marketing, for example, may bring new ideas on how to spread your message throughout the country, which is an advantage we’ll explore further later.
Although Peru’s tourism, gastronomy and hospitality sectors are widely recognized, they are not exempt from crises caused by the country’s political and social situation, such as those that occurred this year in iconic tourist sites such as Machu Picchu.
Crisis management is a task that should be carried out by an experienced local team that can develop effective and timely messages according to the local context.
Having a bilingual team guarantees a speedy response, bearing in mind that international companies will have to approve messages from their headquarters located outside the country.
Before selecting a communications agency, consider whether it produces its own publications on tourism and other relevant topics or sectors.
Conducting research and surveys on this industry demonstrates an agency’s knowledge of local and regional target audiences and how to greater impact them.
In-house data allows agencies to establish themselves as relevant sources of information, which helps them to strengthen their links with both general and specialized media.
As mentioned earlier, an effective communications agency has the ability to manage integrated PR and marketing campaigns in both traditional and non-traditional media. This may include SEO proficiency, content marketing, social media, link building, message development, reputation management, influencer management, creative design and much more.
This integrated approach to communications brings companies closer to their target audience, for example, by redirecting them to their website and social networks. Each communication plan should include KPIs that allow for a clear definition of results.
The tourism industry is the focus of digital technological resources such as software and platforms specialized in hotel and travel management, as well as big data and AI which personalize travelers’ experience.
Therefore, the public relations agency you choose to work with should be aware of new trends in the sector, with considerable experience in managing tech accounts, so that the company’s information can be placed in relevant media, where decision makers are on the lookout for suppliers.
From our experience, these characteristics are among the most important for any agency carrying out tourism-related campaigns in Peru and other Latin American countries. Counting on innovative professionals with strong media relations and an in-depth understanding of the sector’s intricacies will make your journey easier, and lead to better results.
Check out our blog for more marketing and PR recommendations and tips to run better campaigns in Latin America. Here you’ll find a wide range of related topics to help you get to know the Peruvian market, and other important Latin American regions.
