Sustainable cultural

tourism
Creating authentic experiences for the new
tourist

CITA IV -Trujillo, Perú

overview
Archaeological 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

CITA IV -Trujillo, Perú

background – our work to date
Perú the Accent is on Ú
• Brand Promise — Unforgettable personal
experiences and high quality
personalized service

Dig Deeper
• Brand Storyline — Dig deep into Perú’s
rich mysterious ancient monumental
cultures

Pre-Inca Trail
• National Product Line — Expanding upon
Perú’s existing Inca brand

CITA IV -Trujillo, Perú

shifting perception

From a single monument (Machu Picchu) to broader

cultural heritage – Perú is more than a “world wonder”
country

CITA IV -Trujillo, Perú

who is the new tourist
most valuable
business leaders, investors and luxury tourists
who are more sophisticated and able to
pay more
rapidly growing
Cultural tourism is growing at a significantly
higher rate than tourism overall

seek meaning and experience

monumental culture combined with pristine
and rare natural environments are
extraordinarily attractive to the New
Global Cultural Tourist market

CITA IV -Trujillo, Perú

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 be
married, better educated and to have higher
household incomes
• The level of activity on trips (for adventure and
culture activities) increases as the affluence of the
traveler increases.
• They seek vacation experiences that are intellectually
stimulating and offer opportunities to learn
• Participate in a greater number of culture activities
(10.0 culture activities on average)

CITA IV -Trujillo, Perú

the new tourist from Europe
the next generation
• The single largest age group is in the 20-29 age range, and almost
40% of travelers are under 30
• Generally longer dwell times enabling multi destination in-country
travel

CITA IV -Trujillo, Perú

The new tourist from Latin America

Mexico – leading Latin

America
• High yield per traveler
• Flexible visit duration
• Highest GNI in Latin
America
• Growing economy

CITA IV -Trujillo, Perú

The new tourist from Latin America
Argentina
• economic recovery
• domestic market saturation
• seeking cultural activities
Brazil
• High GDP
• increasing domestic and
international travel

CITA IV -Trujillo, Perú

What the new tourists want

Tailor made travel

• Before the visit – learn more
• During the visit – experience more
• After the visit – remember more

CITA IV -Trujillo, Perú

Mystery

Mystery is missing in the

dailiness of existence
People want enriching
journeys of self-discovery
People want to engage
People will pay a premium for
a high quality authentic
experience that they can
customize to excite their
imaginations

CITA IV -Trujillo, Perú

Authenticity
Purchasing on the basis of
an authentic experience
in which the buyer is a
co-creator or participant
in product delivery

What they buy must reflect

who they are and who
they aspire to be in
relation to how they
perceive the world

CITA IV -Trujillo, Perú

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

CITA IV -Trujillo, Perú

Archaeological Tourism can

• take advantage of the explosive growth of the

New Tourist Market
• use existing cultural resources as a foundation
for exciting, engaging, sustainable experiences
• increase local social and economic benefits

CITA IV -Trujillo, Perú

Development strategy can
• Define community identity to
ensure authenticity is
protected and enhanced
• Discover the “nodes of self-
interest” among constituents
to create connective vision of
success
• Create links and mutual
benefit between sites and
host communities
• Improve dissemination of
social and economic benefits

CITA IV -Trujillo, Perú

In the footsteps of the Moche

• Opportunities for
engagement and inclusion
• existing infrastructure
• existing tourism trends
• a long term sustainable
effort

CITA IV -Trujillo, Perú

In the footsteps of the Moche

Communicate
interpretive information
customized travel
information
Connect
visitors with the past,
present and future
goals of communities with
goals of sites

CITA IV -Trujillo, Perú

In the footsteps of the Moche

• Interpretively link sites

along route
• Bring route and sites to
life
• Enable visitors to
customize experience

CITA IV -Trujillo, Perú

ename, east flanders, belgium

• regional government wanted to be world leader in interpretive

technology
• national government wanted to increase tourism in Flanders
• community wanted economic and social benefits generated by
tourism
• archaeologists wanted to share their findings

CITA IV -Trujillo, Perú

communication
• self-contained and
secure
• ‘off-the-shelf’
hardware
• uses existing
information
• 3D renderings
• Digital imaging and
photogrammetry
• Computer models

CITA IV -Trujillo, Perú

communicate

CITA IV -Trujillo, Perú

 communicate

Interpretive narration describes:

• the evolution of the site to its
present condition
• how we know what we know
and what we don’t know
• our collective responsibility of
stewardship
• what each of us can do

CITA IV -Trujillo, Perú

connect: historic districts
• attract investment – when a place invests in itself, others
follow
• 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

CITA IV -Trujillo, Perú

connect: Moche money

• Tracking economic
impact of visitors
• Increase circulation
of financial benefits
among stakeholders
• Enhance cooperation
among vendors
• Reduce leakage

CITA IV -Trujillo, Perú

Sustainable return on investment

Raising Awareness Protecting the resource

• Engaging • Revealing
• Educating • Conserving
• Empowering • Sustaining

CITA IV -Trujillo, Perú

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

CITA IV -Trujillo, Perú

sustainable return

• Multi-cultural
understanding
• Living history
• Value of academic research
• Relevance of history and
cultural heritage

CITA IV -Trujillo, Perú

sustainable return

• Integrity and Credibility

• Climatic Issues
• Maintenance
• Site Fragility
• Unconsolidated remains
• Preservation planning
• Updating programs
• Secure and Unsecured
sites

CITA IV -Trujillo, Perú

sustainable return

• Long term sustainable

economic opportunity by
encouraging sensitive,
informed tourism
• Income generation through
derivative products and
services
• Attracting private investment
• Enhancing per-head spend
• Helping sites be self-
sustaining

CITA IV -Trujillo, Perú

sustainable return
• Justification for site
expenditures
• Support for archaeology and
heritage management
• Creating public benefit to
constituents
• Increasing awareness of
significance of archaeology
and heritage sites
• Increasing exposure of area
and its significance

CITA IV -Trujillo, Perú

Thank You,
The Binder Group

CITA IV -Trujillo, Perú