in the footsteps of the moche

8/8/2019 In the footsteps of the Moche

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CITA IV -Trujillo, Per

Sustainable cultural

tourismCreating authentic experiences for the newtourist


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overviewArchaeological Tourism and the New Tourist

Higher per head spend

Lighter footprint

Repeat visitation

Goals and mission

Reach new significantly larger and growing markets

Dramatically and sustainably increase tourism growth

Expand the existing tourism base beyond the South Implement tourism development policy and strategy

that empower local and regional communities


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background our work to date

Per the Accent is on Brand Promise Unforgettable personal

experiences and high qualitypersonalized service

Dig Deeper Brand Storyline Dig deep into Pers

rich mysterious ancient monumentalcultures

Pre-Inca Trail National Product Line Expanding uponPers existing Inca brand


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shifting perception

From a single monument (Machu Picchu) to broadercultural heritage Per is more than a world wonder

country


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who is the new touristmost valuable

business leaders, investors and luxury touristswho are more sophisticated and able topay more

rapidly growing

Cultural tourism is growing at a significantlyhigher rate than tourism overall

seek meaning and experiencemonumental culture combined with pristine

and rare natural environments areextraordinarily attractive to the NewGlobal Cultural Tourist market


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the new tourist from North America 92.5% of all tourists participated in at least

one culture activity while on a trip

US tourists are progressively more likely to bemarried, better educated and to have higherhousehold incomes

The level of activity on trips (for adventureand culture activities) increases as theaffluence of the traveler increases.

They seek vacation experiences that areintellectually stimulating and offer

opportunities to learn

Participate in a greater number of cultureactivities (10.0 culture activities on average)


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the new tourist from Europe

the next generation

The single largest age group is in the 20-29 age range, and almost40% of travelers are under 30

Generally longer dwell times enabling multi destination in-country

travel


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The new tourist from Latin America

Mexico leading LatinAmerica

High yield per traveler

Flexible visit duration

Highest GNI in LatinAmerica

Growing economy


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The new tourist from Latin America

Argentina economic recovery domestic market saturation seeking cultural activitiesBrazil

High GDP increasing domestic andinternational travel


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What the new tourists want

Tailor made travel Before the visit learn more

During the visit experience more

After the visit remember more


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Mystery

Mystery is missing in thedailiness of existence

People want enrichingjourneys of self-discovery

People want to engagePeople will pay a premium for

a high quality authenticexperience that they cancustomize to excite their

imaginations


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AuthenticityPurchasing on the basis of

an authentic experiencein which the buyer is aco-creator or participantin product delivery

What they buy must reflectwho they are and whothey aspire to be inrelation to how theyperceive the world


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Experience

to become immersed not just in monuments but in culture

to be drawn back to explore further

to find depth and connection to a place

to create memories that will last a lifetime


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Archaeological Tourism can

take advantage of the explosive growth of theNew Tourist Market

use existing cultural resources as a foundation

for exciting, engaging, sustainable experiences increase local social and economic benefits


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Development strategy can

Define community identity toensure authenticity isprotected and enhanced

Discover the nodes of self-interest among constituents

to create connective vision ofsuccess

Create links and mutualbenefit between sites andhost communities

Improve dissemination ofsocial and economic benefits


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In the footsteps of the Moche

Opportunities forengagement and inclusion

existing infrastructure existing tourism trends

a long term sustainableeffort


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Communicate

interpretive information

customized travel

information

Connectvisitors with the past,present and future

goals of communities withgoals of sites


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Interpretively link sitesalong route

Bring route and sites to

life Enable visitors to

customize experience


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ename, east flanders, belgium

regional government wanted to be world leader in interpretivetechnology

national government wanted to increase tourism in Flanders

community wanted economic and social benefits generated bytourism

archaeologists wanted to share their findings


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communication

self-contained andsecure

off-the-shelfhardware

uses existinginformation

3D renderings

Digital imaging and

photogrammetry Computer models


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communicate


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communicate

Interpretive narration describes:

the evolution of the site to itspresent condition

how we know what we know

and what we dont know our collective responsibility of

stewardship

what each of us can do


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connect: historic districts

attract investment when a place invests in itself, othersfollow attract visitors when a place takes pride in its history

and community culture, others follow raise the perception of value and of quality to residents

and visitors


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connect: Moche money

Tracking economicimpact of visitors

Increase circulation

of financial benefitsamong stakeholders

Enhance cooperationamong vendors

Reduce leakage


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Sustainable return on investment

Raising Awareness

Engaging

Educating

Empowering

Protecting the resource

Revealing

Conserving

Sustaining


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sustainable return

Creating social benefit

Engendering pride of place

Improving lives of host

communities Empowering with knowledge

Sensitizing visitors

Increasing visitation while

decreasing impact Enhancing experience


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sustainable return

Multi-culturalunderstanding

Living history

Value of academic research

Relevance of history andcultural heritage


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sustainable return

Integrity and Credibility

Climatic Issues

Maintenance

Site Fragility Unconsolidated remains

Preservation planning

Updating programs

Secure and Unsecuredsites


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sustainable return

Long term sustainableeconomic opportunity byencouraging sensitive,informed tourism

Income generation through

derivative products andservices

Attracting private investment

Enhancing per-head spend

Helping sites be self-

sustaining


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sustainable return

Justification for siteexpenditures

Support for archaeology andheritage management

Creating public benefit to

constituents Increasing awareness of

significance of archaeologyand heritage sites

Increasing exposure of area

and its significance


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Thank You,

The Binder Group

in the footsteps of the moche

Documents