These days a series of advertising spots about Peru, that seek to build a country-brand through the slogan “Peru. The Inkas country”, are being broadcasted in local television. This cut is an interesting one; first, because it privileges an area of this country that is precisely the one that gets most tourism. Of the three spots that I could watch, two are in the highlands -Puno and Cuzco/Machu Picchu- and one in the forest -and that one I barely saw it once, I don’t even remember what it was about. I wonder if this decision linked to the topic of country-brand is at all right, even when I assume there’s a good market study under these spots. Shoulden’t they emphasize other regions of Peru that have great tourism potential? I’m thinking Trujillo, with Chan Chan and the different huacas in the area; Kuelap; Lambayeque, with the Lord of Sipan tomb; Iquitos; Pucallpa; Mancora; Nazca; among other destinations. I know some will say: but, aren’t these destinations well known? The truth is, at least here in Argentina, only those of us who have visited these places have an idea of how interesting the north of Peru is. The problem is: is “The Inkas country” a slogan wide enough to include destinations that we associate to other precolombine cultures such as Chimu, Mochica, or Nazca and Paracas? It is clear that most of the tourists who think of Peru, they associate it with Cuzco and Machu Picchu. Now, well, is it necessary to advertise to reinforce this image? or should we make our bet to diversify the supply and help tourism in Peru lose its dependency on Cuzco?

By the way, the spots are frequently seen at National Geographic channel, on cable tv. If it’s going on any other channel, let us know.