The Vive Lima Strategy: Peru’s New Urban Destination

The Ministry of Foreign Trade and Tourism (Mincetur) and PromPerú have officially launched the Vive Lima strategy. Minister Berthin Gómez presented this plan at the National Stadium. Previously, tourists only used the capital as a transit stop for Cusco or the Amazon. Now, the goal is completely different. The initiative redefines the international image of the Peruvian capital. Consequently, Lima will establish itself as a top-tier tourist destination in its own right.

Economic Impact of the Vive Lima Strategy

During its initial phase, the campaign targets five specific countries. Specifically, these are Brazil, Colombia, Ecuador, Argentina, and Chile. These nations account for nearly 44% of inbound tourism to Peru. Sector projections show a highly positive trend. As a result, the plan will boost the number of visitors from these markets by 6% over the next twelve months. Subsequently, this growth will generate more than $30 million in additional revenue for the country.

Experiences Offered by the Vive Lima Strategy

The Vive Lima strategy offers a diverse package of tourist experiences. For instance, visitors can enjoy local gastronomy, cultural events, coastal activities, shopping, and soccer matches. Therefore, the primary objective is to encourage international travelers to extend their stays. Planners want tourists to remain in the capital for three to five days. Because of this extended timeframe, the local economy will see significant activation. Additionally, it will create new commercial opportunities for thousands of entrepreneurs and businesses. Lima is ready to compete with other major regional capitals.

Future Actions for the Vive Lima Strategy

To support this proposal, PromPerú coordinates a joint agenda with various sectors. They work closely with concert producers, tour operators, and sports clubs. Soon, a dedicated digital platform will go live. This website will centralize information about local events. Consequently, it will also streamline travel organization for future visitors.

Several authorities attended the launch event. Deputy Minister of Tourism Aracelly Laca and PromPerú Executive President Michael Guevara Varela were present. Similarly, Barranco Mayor Jessica Vargas and Mincetur Secretary General Félix Rivera participated. They joined PromPerú Tourism Promotion Director María del Sol Velásquez and various business leaders. During the ceremony, Minister Gómez granted a special recognition. He gave the “Marca Perú” license to the Gamarra Business Association. Susana Saldaña received this on behalf of the guild. Thus, this acknowledges their hard work in promoting the country’s image globally.