Perfect timing

As the US meetings industry reels from the Trump effect, associations may well be looking around for new options for their international events. Latin America, for instance, is gaining popularity as a meetings destination and Lima, the capital of Peru, is its rising star.

“The city has experienced sustained growth in hosting events, particularly the association segment,” says Denisse Mac Cubbin, Lima Convention Bureau executive director. “This is due to a combination of modern infrastructure, air connectivity, high quality hotel offers and a rich cultural and gastronomic scene.”
Peru has long been a magnet for tourists – you’ll find them trekking up Machu Picchu, following the Inca trail, investigating sacred archaeological sites, exploring mountain peaks and Amazon rainforests. Then you might see those same travellers downing a potent pisco cocktail in one of Lima’s bohemian bar or tucking into Ceviche, a seafood dish recognised by UNESCO as typical traditional Peruvian cuisine. Lima’s known as the culinary capital of the Americas.

It’s a city of contrasts. While many of its attractions reflect its colonial heritage, it’s emerged as a bustling modern city and thriving economic hub, a regional powerhouse amid global economic uncertainty. No better time for boosting business tourism!

Lima is the only South American capital facing the Pacific Ocean and the only one with direct access to the sea. “Its accessibility and international connectivity with the newly expanded Jorge Chávez International Airport promises to make Lima the main air hub of the South American Pacific,” says Mac Cubbin.

It has excellent credentials for staging major governmental events. In the past, Lima has hosted the COP 20 climate conference, three Asia-Pacific Economic Cooperation (APEC) Forum Leaders Summits, the Summit of the Americas and the International Olympic Committee Assembly. Last month saw the Summit of the PPP Americas, the most important event in Latin America and the Caribbean on public-private partnerships.

Mac Cubbin explains Lima’s meetings business is split evenly between the association and corporate sectors, enabling it to maintain a constant flow of events throughout the year. Temperatures range from 15 to 26 degrees centigrade year round, with very little rain, so outdoor functions are always possible.

Key to identifying and securing suitable events is the bureau’s long-standing collaboration with PromPerú, the official government agency for promoting the country’s tourism, exports and business relationships. “This public-private partnership enables more effective promotional strategies, participation in international bids, preparation of competitive proposals and comprehensive support for organisers throughout the planning process,” she says.