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Development of the Meetings, Conferences and Events Sector in Peru

Success story

Development of the Meetings, Conferences and Events Sector in Peru

Service Area: Destination Management
Capabilitiess: Strategic plan, Market intelligence, Business model, Brand management
Client: Peruvian Ministry of Foreign Trade and Tourism (Mincetur)
Location: Peru

The project consisted of developing a strategy which allowed Peru to make the most of the business opportunities which meetings, incentives, conferences and events (MICE) tourism could offer. In order to do so, it was crucial to take into account that Peru aimed to become the third Latin-American destination for that sector by 2021.

PerúPeru offered great potential as a recipient country of MICE tourism, but it was in need of a country strategy which would help relaunch the sector. Moreover, it lacked the necessary infrastructure to host meetings and fairs for more than 2,000 people. This made Peru an unsuitable destination for big size international meetings or conferences.

Evolution of the number of meetings in the world from 2002-2012

. Number of meetings in the world.
Source: ICCA

To begin with, an analysis was carried out on Peru’s MICE sector’s current infrastructure and services, both at country level and for ten particularly promising cities. This information provided the basis for our strategy.

THR performed the following tasks:

  • Fieldwork (3 cities visited and more than 30 interviews held).
  • Analysis of Peru’s main competing destinations.
  • Benchmark analysis of successful destinations.
  • Growth forecast of MICE market’s demand.
  • Financial viability study of three convention centres in Lima, Cusco and Arequipa.
  • Development of strategic guidelines for meetings tourism, both at country level and for particularly promising cities.
  • Development of an action plan.

Interaction between MICE tourism players


Actores del turismo de reuniones
Source: THR

The result was a clear, precise and personalised MICE strategy for Peru thus allowing it to join the group of leading Latin-American countries in this sector. A strategy was also developed for its ten most promising cities in the MICE sector. From those strategies, action plans were developed, both at country level and for the aforementioned cities. Finally, three viability studies were developed for convention centres in Peru.

Benefits for the destination derived from the opening of a Convention Bureau


Beneficios para el destino
Source: THR

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