US Tourism Potential

How to Attract the American Tourist: Key Insights from the 2024 PromPerú Report

On September 5th, we attended the talk organized by PromPerú on the "US Tourist Potential." Throughout the presentation, crucial data was shared that every player in the Peruvian tourism sector must know to optimize their campaigns and attract this key segment of travelers.

At Andevo, a Digital Marketing Agency Specialized in Direct Response Prospects, we have summarized the most relevant points from this talk to help you better understand the profile of the American tourist and how to focus your efforts on attracting these travelers to your tourism agency.

1. Who is the best US prospect?

According to PromPerú, the best prospect is the American vacationer who travels internationally, is interested in Peru, and has a high probability of visiting South America in the next 5 years.

• 57% of American vacationers belong to this segment.
• 75% of tourists who have already visited Peru wish to return.
• 12% growth in tourism to South America, with Peru being the fourth most visited destination.

"This segment is primarily millennial, lives in large cities, has higher education, and prioritizes quality experiences at a good price."
(PromPerú, 2024)

2. What motivates the American tourist to visit Peru?

Tourists of this profile seek authentic experiences that connect with local culture and nature. Four out of 10 tourists are interested in visiting Peru, with the following interests standing out:

• Exploration of archaeological sites.
• Connection with local communities.
• Adventure activities and gastronomic experiences.

"American tourists greatly value learning about culture through gastronomy and nature activities, two great competitive advantages of Peru."
(PromPerú, 2024)

3. Profile of the American tourist

The average American tourist most interested in visiting Peru is a millennial who:

• Lives in a cosmopolitan city (New York, Los Angeles, Chicago, among others).
• Travels with their partner or family.
• Earns more than the US average.
• Prefers family travel and considers international trips as an educational investment for their children.

"Millennials seek authentic experiences, connecting with local culture, and activities in nature. Furthermore, they are highly influenced by peer recommendations and technology."

4. How to reach the American tourist: Recommended strategies

To attract these travelers, PromPerú recommends focusing on the following activities and marketing strategies:

• Cultural and adventure activities: Exploring small towns, visiting archaeological sites, and participating in nature activities like hiking and kayaking.
• Use of digital platforms: 83% of American tourists use mobile devices to plan their trips. Presence on social media and platforms like TripAdvisor or Google Maps is key to being visible.
• Gastronomy: Peruvian culinary culture continues to gain traction. 60% of travelers explore culture through food.

You can review the full report PDF and analyze key statistics in the next section.

5. Digital tools and their influence on tourism

One of the most impactful conclusions of the talk was the growing relevance of digital tools for these travelers. Social networks like Instagram and YouTube directly influence their travel planning. In fact, one in three tourists claims to have chosen a destination after seeing it in a series or movie.

Almost 45% of the best prospects use social media as their main source of inspiration for their trips, so a well-structured digital content strategy is crucial.

Final thoughts: How to seize this opportunity

The growth of the US market is a golden opportunity for the Peruvian tourism sector. By understanding the motivations and behaviors of these tourists, agencies can adapt their offerings to capture their attention more effectively. At Andevo, we can help you create advertising campaigns focused on attracting this valuable segment. Our experience in prospect acquisition allows us to design personalized strategies that align with the needs of each tourism agency.