Destination Analysis Cusco – Peru

Destination Analysis Cusco, PeruPlacement ITMC 3rd yearNHTV International University, Breda3. February, 2009

Arthur Hannert 072536 3ITMC-05

Preface

This report is an individual assignment for the International Tourism Management &

Consultancy programme at NHTV. It is part of the practical placement which started 2nd

February and ended 31st July. This Destination Analysis provides a variety of insights into

tourism activities within Cusco and Peru.

This report would not have been possible without the time and help of Violeta Dueñas. I am

very thankful for her assistance.

Table of content

page

Introduction ........................................................................ 4

Summary ........................................................................ 5

chapter 1 General introduction to the destination ........................ 6

chapter 2 reports on 5 perspectives

2.1Tourism Demand

2.1.1 Adventure Tourists .................................................... 8

2.1.2 Ecological Tourists .................................................... 11

2.1.3 Cultural Tourists .................................................... 13

2.2Tourism Supply

2.2.1 Attractions .............................................................. 18

2.2.2 Facilities .............................................................. 21

2.2.3 Infrastructure .............................................................. 21

2.2.4 Transportation ............................................................. 23

2.2.5 Hospitality .............................................................. 24

2.3Tourism Impact Studies

2.3.1 economic impacts .................................................... 27

2.3.2 socio-cultural impacts .......................................... 28

2.3.3 environmental impacts .......................................... 29

2.4Tourism Planning and Development

2.4.1 national and regional planning structure ....................... 30

2.4.2 organizational structure of DIRCETUR ....................... 32

2.4.3 past and present tourism development of Cusco ............. 32

2.5Cross Cultural Studies

2.5.1 Peruvian way of life .................................................... 36

2.5.2 summary on perspectives .......................................... 37

2.5.3 Analysis of story .................................................... 38

chapter 3 Executive Summary

3.1 A professional typification …................................................. 41

3.2 Analysis of the main characteristics ................................ 41

chapter 4 References to sources in text ........................................... 42

chapter 5 Bibliography ............................................................. 58

chapter 6 Appendices ............................................................. 59

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Introduction

This destination analysis of Cusco is part of the placement requirements of NHTV. While living

and working in this beautiful city, I had the chance to observe everyday life of the locals, to

contact tourists and discover the many cultural and historical attractions within and around the

city. This work is based on these observations, desk research and help from my company

supervisor Violeta Dueñas.

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Summary

With a diversity of cultural and archaeological heritages, Cusco is still in a growth phase and

gaining attention as a growing tourism destination. Machupicchu's popularity is expanding as

several tourism associations are developing new attractions and are targeting international

markets.

Cusco is located in the Andean Mountain Range on an altitude of 3,350 meters above sea level

and is considered one of the highest cities in the world. It is both a city and is also one of the

thirteen provinces of Peru. Cusco has been the most important tourism destination in Peru for

many years. The region enjoys one advantage recognized worldwide; it is a place of

monumental historical and cultural importance. Cusco attracts three major markets of tourists:

(1) adventure tourists, (2) cultural tourists and (3) ecological tourists. For these market

segments Cusco is an important destination, especially for the North Americans. Adventure

tourists are attracted to Cusco’s Alpine sports such as mountain climbing and hiking. Only

Bolivia and Chile represent competing destinations on the entire American continent. Therefore

Cusco with the Inca Trail can be regarded as a major destination. Cultural Tourists see Cusco

as one of the most important destinations on the American continent as well.

The city of Cusco with its surrounding districts and provinces include natural resorts, colonial

mansions, and ruins from the Inca times. These form a unique and diverse range of

attractions. Some of the most famous attractions, however, are the Sanctuary of Machupicchu

and the Inca Trail. Besides these natural and cultural heritage sites, a growing number of

adventure attractions such as canoeing and kayaking are evolving. The Inca Trail is the most

famous route for hiking to Machupicchu. This trail is enriched by beautiful views of the Sacred

Valley of the Incas. Moreover, there are many other trails to choose from such as the Trek to

Lares, Choquequirao (the new Inca Road), and others for mountain biking and horseback

riding.

Because the distinct Inca culture has its origin in Cusco, tourists have the opportunity to see a

lot within a fairly small geographic area. Affordable accommodations, food and transportation

make low-budget travelling possible. Ecological tourists wanting to experience traditional

Andean culture can visit urban places and villages where time seems to stand still and the

influence of modern times hardly has an impact. The cordial hospitality of these people makes

every foreigner feel at home. Letting the visitors stay in their houses and eating meals

together is a common gesture. In addition to the cultural heritage, Cusco offers breathtaking

landscapes and natural sights, that satisfy the heart of every nature lover and that could be

perceived as main attraction in itself.

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chapter 1 General introduction to the destination

Cusco is located in the Andean Mountain

Range on an altitude of 3,350 meters

above sea level and is considered one of

the highest cities in the world. It is both a

city, and one of the thirteen provinces of

Peru. The department of Cusco is located

at the central and south-eastern zone of

Peru with a department area of 76,225

km² (5,9% of the country's territory)1. In

the North, Cusco is “bounded by the

jungle areas of Junín and Ucayali; to the

South it is bounded by the Southern area

of Arequipa and Puno; to the East it

borders on the large Amazonian plain of

Madre de Dios, and to the West it is

bounded by the mountains of Apurímac

and Ayacucho's jungle.”2 Since 1988 it

constitutes together with the departments

of Madre Dios and a part of Apurímac, the famous Inca Region. The department of Cusco,

consists of 105 districts and 13 provinces.

According to Mintel, Peru drew a total of 1.4 million foreign visitors in 2005, a rise of 70%

since 20013. A majority of these tourists spend at least one day in the most famous city centre

of the country. Due to Cusco's great historical, cultural and environmental diversity, tourism is

considered one of the most important opportunities for economic development. In order to

cover the broad range of demand and benefit from the tourism activities, various businesses

have been established, enriching tourism supply with art and music, transportation, service

sectors, and gastronomy. Hence, it is not a surprise that Cusco has been the most important

tourism destination in Peru for many years. The region enjoys one advantage recognized

worldwide: it is a place of monumental historical and cultural importance.

Understanding Cusco's tourism product requires certain background information, which will be

provided in chapter five. Since 1980 until 1992 Peru has been socially and politically isolated

on an international scale. Political and social instability prevented an integration into

1 http://www.cusco-peru.org/cusco-information-cusco-information.shtml2 http://www.cusco-peru.org/cusco-information-cusco-information.shtml3 Travel and Tourism – Peru – November 2006

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international economies and finances. In 1993 things started to change and a process of

rejuvenation began. Social and political tension started to disparage and it became possible to

travel on a national scale. The Government implemented new policies to establish a more

consistent and stable environment through a reform of the state, stabilization of the economy,

and the pacification of the inhabitants. In addition other action were undertaken such as

liberating the market, control of inflation, increase of the GDP (Gross Domestic Product),

reintegration into the international economy and the control of socio-political problems.

This recession state left its mark on the tourism industry. Nevertheless the department and the

city itself managed within the last decades to establish a diversified and exciting tourism

product that is unique not only in South America, but on a worldwide scale. A majority of

tourists are in love with the city centre of Cusco. They enjoy walking around in the so called

'open air museum', admiring the fascinating architecture, tasting delicious local dishes, and

shopping for colourful handicrafts and souvenirs.

The city map above gives an image of the various attractions that can be found within 15

minutes walking distance, e.g. the Cathedral, Qoricancha and San Blas. Other attractions such

as Sacsahuaman and Qenqo are in nearby distance as well when taking a taxi. The Sacred

Valley of the Incas can be reached from Cusco in only 2 hours driving distance and including an

additional 2 hours train journey tourists can visit one of the 7 wonders of the world,

Machupicchu. Moreover, the Inca Trail enjoys extraordinary popularity and the limited capacity

of 500 participants a day is booked out several months in advance. The following chapter is

going to elaborate on the tourism industry in the department of Cusco.

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Chapter 2 Tourism Demand

2.1 Destination market analysis

Tourism demand will be discussed as three major markets: adventure tourists, cultural tourists

and ecological tourists. The analysis is focused upon foreign visitors only. The information has

been drawn from the very detailed reports by PromPerú, which were published in 2007 and

2008. Research was done on a quantitative and qualitative scale. For each report foreign

tourists were interviewed during their departure from the International Airport Jorge Chávez –

Callao in Lima. For more detailed information, these reports can be taken into account.

2.1.1 Adventure Tourists

Adventure Tourists consider adventure tourism as a challenge and practice this type of tourism

with the desire to experience adventurous activities in outside environments that generate

adrenalin and provide contact with nature in astonishing places. Particularly young tourists

show a risky and adventurous attitude, and are looking for activities that allow them to feel

emotions and experience a thrill, while enjoying the contact with nature. Their major intention

is to follow the activities only. The contact and admiration that might be realized at these

places plays a secondary role. On the other side, tourists older than 24 years, mostly value the

contact with the environment, while participating in adventure activities that give them the

opportunity to observe the scenery and the diversity of flora and fauna. Their disposition for

risk is less and its gradually decreasing with increasing age. Hence, they put their motivation

on the environment and its attractiveness and the risk factor is less important. Adventure

tourists older than 44 years are mostly interested in trekking that allows them getting to know

the cultural places and in some cases having contact with local communities. These

characteristics make clear, that within the Adventure tourist market there are great differences

of interest, motivation and preferences. Therefore, the market is going to be divided into three

segments with distinct types of adventure tourists; i.e. Conventional tourists, Risktaking

tourists, and Amateur tourists. (fig.3)

Conventional tourists (24%) primarily admire the nature and indicate a more passive attitude

towards realizing adventurous activities. They are mainly interested in nature and health,

preferring activities that allow them to be in contact with nature, appreciating beautiful

landscapes and getting to know other cultures. They like to be well informed and look for

specialized sources and persons with experience in this type of tourism. They prefer to

organize their journey with the aid of a travel agency. They avoid experiencing extreme

adventures and choose activities with fewer risk such as walking and trekking. Moreover, the

Conventional tourists mainly practise one activity in Peru (65%), which is trekking. This

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segment holds the oldest average age of the adventure tourists, i.e. 36 years and represents a

relative majority of feminine visitors (51%). It has the highest factor of married tourists, too

(42%).

The Risktaking tourists (43%) look for challenges in practical activities and possess a

preference to realize journeys with the motivation to practice adventure sports. Basically the

tourism is done to have sensations of extreme adventures and experience of adrenaline.

Moreover, they like to test their capability and ability, increasing the level of risk of the

activities with every time, and looking for liberation in taking risk. They are more interested in

realizing activities than in the attractions that can be found at the destination and consider that

it is not necessary to organise a journey with an agency. Hence, they tend to plan their

journeys themselves and bring along their own equipment. Generally, they choose their

countries by the capability of activities that can be done. The average age of Risktaking

tourists is 31 years, (66% aged between 18 and 34 years) and they are predominately male

(74%). It is not a surprise that this segment marks the highest participation in paragliding and

rafting. Spending on average 1,315 US$, this segment is regarded as the highest spenders in

Peru.

The Amateur tourists (33%) are equally interested in adventure activities and natural

environment. They value the contact with nature that gives them the sensation of tranquillity

and the possibility of escaping the routine of every day life. Camping is one of their preferable

activities. They economically prepare themselves to realize activities and safe up money in

advance. At the same time they take into consideration the opinion of people who share their

enthusiasm to seek for information. The Amateur tourists undertake the most activities in

Peru; with 14% of the people more than two activities (in comparison, Conventional tourists

(7%) and Risktaking (8%). Although spending the longest time in Peru (24 nights), the

Amateur tourists spend the fewest of the other two segments (1,108 US$). The average

tourists' age is 31 (71% are between 18 and 34 years) and they are mainly male (74%) and

singles (77%).

Understanding the different segments and their interests is going to facilitate the

comprehension of the following information, that are referred to all types in the Adventure

Tourist market.

Motivation for adventure tourism

Adventure tourism means practising activities in the fresh air with a certain level or risk within

an amiable natural environment. Trekking/ Hiking is considered to be the most representative

form of adventure tourism. It is defined as a difficult walking tour, with geographical obstacles,

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and the appreciation of remote landscapes. Generally, such an activity requires a physical

preparation and appropriate equipment. Other motivations are „the contact with nature

(69%)“ (fig.5), „observing landscapes (55%)“, looking for pure air free of contamination, as

well as tranquillity and an escape of everyday life. The older the tourist is, the more relevant is

the natural aspect. In reference to the motivation to choose Peru for the destination of

adventure vacations, 37% of all tourists were interested in Trekking/ Hiking. The Inca Trail is

the principle reason for adventure tourists to choose Peru. Secondary, they are motivated to

visit Machupicchu, especially the ones aged 18 to 24 years (38%). For South Americans

„Surfing“ is the third motivator to visit Peru, although represented by 7% only. (fig.1/7)

Perceived level of risk

The following activities are regarded to have the highest risk factor, i.e. Bungee jumping,

parachuting, and paragliding. Activities such as snowboarding, skiing, surfing, canoeing, alpine

sports, mountain biking, and diving have a minder risk factors. Trekking and hiking hold the

lowest risk factor. In addition, South American consider snowboarding as an activity with a

high risk factor (fig.6). The majority of Adventure tourists has had experience in adventure

activities inside their country (93%) and outside (91%).

Sources for obtaining information to realize adventure tourism in Peru

More than 60% of the tourists searched for information to realize adventure activities. 73%

used the internet, whereas 21% asked family and friends and 20% tourism guides. Generally,

they looked for costs, especially within the hospitality, and the Inca Trail, i.e. Routes, ticket

price, and geography.

Travel experience in Peru

Half of the foreign tourists has visited Peru more than one time and 61% of the South

American Tourists. Hence, a great number can be seen as repeat visitors. 26% of the tourists

used a travel agency to purchase tourism packages to visit Peru. However, around 83% of the

visitors that are in Peru used a travel agency to realize at least one adventure activity.

Generally speaking, trekking is the most popular activity for foreign tourists (83%). This

activity is primarily practised in the Inca Trail (56%), Machupichhu (29%) and Cañon de Colca

(14%). Other relevant activities are climbing (18%) and rafting (17%), mainly in the river

Urubamba (fig.2). The average duration of stay in Peru is 22 nights, for European tourists 23

nights and South Americans 17 nights. The average expenditure is 1,206 US$ and is higher

than the expenditure of an average tourist (1,114 US$). North Americans spend the highest

amount of money during their stay, namely 1,280 US$, Europeans 1,140 US$, and South

Americans 939 US$.

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Defining the competitors of adventure tourism

Brazil has a strong positioning as a destination for water sports, i.e. Surfing and diving, as well

as air sports, i.e. Paragliding and parachuting. Chile and Bolivia have landscapes to realize all

the activities that are connected to the Andean countries, such as trekking, alpine sports, and

mountain climbing. Moreover, Argentina is recognized as a destination for snow activities,

skiing and snowboarding. (fig. 8)

Demographic and socio economical characteristics

The majority of adventure tourists are male; 71% of the North Americans and 83% of the

South Americans. These people have a higher level of education and are mainly singles. 62%

are aged 18 to 34 years and around 24% 35 to 44 years. The average age is 33. The principle

generating countries are United States (39%) and Spain (17%) (fig.4). The annual income of

an adventure tourist from the United States is more than 59.000 US$ (64%), from Europe less

than 60.000 US$ (50%) and from South America less than 60.000 US$ (69%).

2.1.2 Ecological Tourists

The Ecological tourists are looking for experiences to discover current and ancient customs of

different lifestyles. It is essential for them to participate and be part of every day life situations

of native communities. Another element are natural surroundings and landscapes that can be

appreciated around native communities and that make the sensation more complete to live in

a natural place. These tourists generally did not have any prior experience of this tourism type

and their first approach with native communities has been in Peru. These tourists prefer to use

rustic hotels, i.e. simple huts or houses of the natives, which allow them to experience a new

living style. However, some of these tourists have a conservative and relative demanding

attitude. Although, tourists visiting Madre Dios, are looking for rustic accommodation, they do

not want to sacrifice their comfort and convenience. On the other side tourists visiting native

communities in Puno or Cusco look for a more authentic interaction with customs and living

styles of the community. These tourists paid less attention to the type of accommodation, as

long as it allowed them to enjoy the contact to the community.

Motivation for Ecological tourism

The principle motivation is the interest of getting to know customs and realities of different

lifestyles. This means for the tourists to live everyday life and experience the customs and

traditions of native communities, i.e. their life, religion, traditional clothing, folklore, and their

way of thinking. Moreover, the younger tourists aged from 20 to 24 desire to “have contact

with nature (20%)”. The principle motivation for choosing Peru was visiting Machupicchu. On

fourth place the tourists mentioned “the culture and customs that are offered in Peru” (fig.9,

10, 11)

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Previous experience in realizing ecological tourism

43% of the tourists in Cusco had a previous experience visiting native communities for

vacation, recreation or leisure time. They show a diversified experience to have visited

different countries of the world; South America 45% (especially Ecuador, Brazil, Argentina),

Asia 24% (especially India and Vietnam), North America 20% (mainly Mexico)

Information search for traveling to Peru

More than 70% of the tourists searched mainly the Internet for gathering information. It is the

most important medium to communicate offers for ecological tourism. Besides that, 55% of

visitors to Cusco mentioned that tourism professionals were asked for advice. The tourists

were mostly interested in looking for customs and traditions of the country and tourism

attractions. At the same time, topics such as tourism infrastructure (accommodation and

restaurants) and means of transportation were fundamental as well. (fig.12)

Travel experience in Peru

89% of the tourists went to Peru for their first time. About half of the tourists visiting Cusco

used products of travel agencies to get there (fig.13). Once In Peru, the majority of the

tourists used a travel agency to realize a visit to native communities. More than 70% of the

tourists visiting Cusco indicated to have planned all or some visits to native communities.

Around 55% to 66% gave evidence to have planed their trip before. In Cusco, the communities

Maras (44%), Raqchi (21%), and Pampallaqta (18%) (fig.14) were visited. Moreover, 20% of

tourists visiting Cusco went to native communities in Puno as well. On average, one native

community has been visited. The major activities were buying handicrafts and local products

(86%), interaction with the inhabitants (37%), observation of the community (36%), and

observation of customs (32%) (fig.15). Around one third of the tourists in Cusco had the

opportunity to spend at least one night at the visited communities. 62% of the tourists, who

did not get the chance to spend one night there, would have liked that experience. However,

lack of information and time prevented them to do that activity. In general, these tourists

stayed in Peru between 13 and 15 nights, of which 1 or 2 nights were spent in a native

community. They spent on average 1,162 US$. In comparison, the spending in native

communities fluctuates between 71 US$ and 87 US$ on average. Around two thirds of former

tourists would recommend Peru without any doubt.

Defining the competitors for Ecological tourism

Bolivia is the only competitor in South America. Besides that, Mexico, Ecuador and Brazil are

important destinations for that type of tourism as well.

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Demographic characteristics

A majority of these tourists are male and singles, with a higher lever of education. 67% of

them are aged between 25 and 44 years. These tourists prefer to stay in rustic

accommodations, that allow them to taste the typical life of the locals. The most important

generating countries are in Europe, which are Spain (18%), France, Great Britain (11%) and

Italy. United States are represented with 22%.

2.1.3 Cultural Tourists

In Cultural tourism it is essential to learn about different living styles of other civilizations, as

well as their cultural places. Thus, is it not only about visiting historical monuments, but also

about getting to know the recent and ancient life of people. At the same time, discovering

different cultures that differer from ones own is a great motivation factor, as well as

archaeological or architectural attractions. Peru is famous for these kind of monuments,

especially for Machupicchu. Furthermore, tourists value the Colonial buildings, churches,

museums, gastronomy, art and handicrafts, and Andean communities. The fact, that 85% of

the cultural tourists went for the first time to Peru indicates, that this destination is rather new

on the international scale. The average length of stay is 16 nights with an expenditure of 1,266

US$. The principle competitor in Latin America is Mexico, a country having very similar

characteristics to Peru, i.e. archaeological sites, colonial attractions, folklore, artisan and

gastronomy. Gastronomy is a manifestation of the culture and identity of a nation and

therefore is considered part of cultural tourism. Nevertheless, it is not the primal aspect to

choose for a country. The Peruvian cuisine is excellent, especially dishes with fish (e.g.

Seviche), characterized by a great variety and fresh products. 41% of cultural tourists inform

themselves about the gastronomy before their journey.

In order to get clearer picture of this vast market, three distinct segments are going to be

presented, i.e. Superficial Tourists, Amateur tourists, and Initiate Tourists. (fig.16/17)

The Superficial tourists (33%) are looking for recognized cultural and historical attractions and

do not necessarily need to be accompanied by a guide. They look for basic information about

cultural attractions that are going to be visited. It is of greater importance for them to see and

admire the attraction and to keep memories for the future. The accessibility is an important

factor and they prefer to choose those sites that are easy to reach. This segment holds the

youngest average age of tourists,i.e. 36 years, with 53% females and more than half

residential in Europe and one third in North America. In their leisure time they follow sport

activities (41%) and practice adventure sports (30%).

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The Amateur tourists (25%) center their preferences around historical attractions that are

located in the open air and are surrounded by nature. Although not being specialists on that

topic, they like to be well informed. They look for destinations allowing them to realize a

variety of activities within cultural tourism. However, they are only partly interested in learning

about customs and traditions of the visited places. They prefer visiting attractions with little

influence of tourists and consider it important to have a guide, who allows them to obtain

precise knowledge of the place. This segment is represented by the oldest average age, 45

years (50% of who are between 45 and 64 years). 65% are male and half of them residents in

Europe and 25% in North America. Their leisure time is spent by doing sports (38%) and

traveling (37%).

The Initiate tourists (42%) find it important to get to know the culture of the visited places.

They desire to learn in detail about cultural customs and mysticism, and like to explore myths

and legends of the villages. Accessibility to archaeological attractions is not a factor that

influences travel plans. Moreover, they like to be well informed prior to their journey. They are

mainly interested in learning about archaeological discoveries, diverse aspects of culture and

languages of visited places. A bit more than half are female (56%) with an average age of 39

years. This segment is mainly represented by South Americans (28%) and North Americans

(38%). In their leisure time they dedicate themselves to sports (34%), traveling (37%) and

reading (24%).

Motivation for cultural tourism

Cultural tourists recognize this tourism type as an educational journey, because it allows them

to get to know new cultures and customs, the way of life and history of other people, and their

historical monuments. Therefore, 61% of these tourists mentioned as their primal motivation

“[getting] to know and [discovering] different cultures”. This means to experience other

customs of villages and to visit their recent or ancient historical monuments. The second most

motivating aspect is “learning about the history of other cultures (23%)”, “getting to know

monumental and archaeological sites (20%)”, “interacting with other people (20%)”,

“discovering customs, traditions and lifestyles (19%)” (fig.19). Cultural tourists tend to visit

countries with “interesting cultures that differ from their own (21%)” and that had once a

significance in world history. Other points are security and travel costs, as well as variety of

cultural attractions and activities.

Selection of Peru to realize cultural tourism

Getting to know archaeological sites is the most important motive to go to Peru (81%). At the

same time, other factors are visiting Colonial attractions (58%), visiting museums (49%),

trying Peruvian cuisine (42%), buying handicraft (33%) and having contact to native

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communities (25%). On the other site, South Americans demonstrate a major sympathy for

Colonial attractions (77%), museums (60%), Peruvian gastronomy (51%), and buying

handicraft (38%). Europeans indicate a greater desire to have contact to native communities

(31%) (fig.20).

Sources for obtaining information to realize cultural tourism

The principle source for obtaining information is the Internet, which is used by 67% of

Europeans and 69% by North Americans. South American tourists use the Internet (51%) and

travel agencies (48%), whereas only 25% of Europeans consult tourism guides and

professionals.

Characteristics of travelling in Peru

Besides visiting Machupicchu (89%), tourists enjoyed seeing Ollantaytambo (54%) and the

Cathedral of Cusco (53%). Other places in Cusco are Qorinkancha (26%), Camino Inca (24%),

Sacsahuaman (19%) and Pisaq (16%) (fig.21). Regarding length of stay, the average is 16

nights, 21 nights for Europeans and 10 nights for South Americans. 19% of all the tourists

spend at least one night at a native community, an experience that is appreciated by

Europeans (28%) and North Americans (15%). Travel expenditure for cultural tourists amounts

to 1,266 US$ on average. European tourists spend 1,316 US$, North Americans 1,347 US$ and

South Americans 1,029 US$.

Competition in Cultural tourism

Besides Peru, there are plenty other countries that compete four cultural visitors. Around half

of the tourists that visited Peru had experienced this type of tourism visiting other Latin

American countries. South American tourists mainly visited Argentina (37%), Brazil (20%),

and Chile (18%) as a previous destination. North Americans mainly visited Mexico (18%),

Argentina (13%), Ecuador (11%) and Chile (10%). Europeans traveled to Argentina (15%),

Bolivia (14%) and Mexico (10%). However, most countries are recognized to have only some

aspects of cultural tourism. Mexico is an exception, because it is a destination for all aspects,

and distinguishes itself as a destination with famous archaeological sites, Colonial attractions,

folklore, art and gastronomy. Bolivia on the other site has only an important position in the

field of rural Andean communities, with presence of interesting folklore and art. Argentina is

most famous for gastronomy (after Mexico) and has characteristics of medium importance in

Colonial attractions, folklore and rural Andean communities. Brazil has a strong positioning as

a destination for visiting native communities in the jungle, as well as Eco-tourism based

activities. Chile shares its impression of being a country of the Andean mountains and offers

traditional rural communities. Ecuador is positioned as a destination with Andean communities

and native communities in the jungle. Moreover, it has a certain significance in art and

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handicraft. Guatemala is associated with offering art and handicrafts, and archaeological sites,

which are popular amongst North American tourist. Colombia offers mainly Colonial attractions.

Demographical and socio economical characteristics

45% of cultural tourists visiting Peru resident in Europe, 33% in North America and 21 % in

South America. The gender role is equal, 50% male and female. 35% of the tourists are

between 25 to 34 years, 17% are between 35 and 44 years, and 18% are between 45 and 54

years. North Americans have the oldest age average of 42 years and Europeans 37 years.

According to level of eduction, 60% posses an university or technical degree, and 34% have a

postgraduate degree, a master or doctor. North Americans have the highest level of eduction,

45% with postgraduate studies, masters or doctors. More than half of these tourists are

professional executives or experts (58%) and 10% are still studying (fig.18). The annual

income of European and North American tourists is the highest, with around 35% earning over

100,000 US$.

Is your destination a major or a minor destination regarded from the perspective of the

generating countries?

Cusco can be defined as an important destinations for the North American market for some

tourism activities. In the area of adventure tourism, Alpine sports such as mountain climbing

and hiking, are very popular amongst American tourists. Only Bolivia and Chile represent

competing destinations on the entire American continent and therefore Cusco with the Inca

Trail can be regarded as a major destination. Regarding to snow activities it is a minor

destination, with Argentina being more famous and the United States having possibilities for

these activities in Colorado as well.

In the area of Ecological tourism, Peru receives around one fourth of its visitors from the

United States. Mexico is much closer to this generating country and it is most likely to

conclude, that although Peru has a great significance, it is not the major destination for

Ecological tourism. The fact, that Bolivia, Ecuador and Brazil have native communities as well,

supports that conclusion.

Concerning Cultural Tourism, Cusco can be seen as one of the most important destinations on

the American continent. However, it is not the major destination because Mexico offers all

aspects for cultural tourism as well and is closer to the United States. Besides that, tourists

wanting to experience this kind of tourism have many alternatives to choose from, some of

which are closer located such as Mexico, Belize, Guatemala; and other being located in South

America such as Bolivia and Ecuador.

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South Americans recognize Puno as a major destination for Ecological Tourism in the Andean

and Cusco has the second place. Bolivia lacks development and organization and therefore is

of minder importance. In the area of Cultural tourism, Cusco and Machupicchu are the most

popular attractions for South Americans and therefore it is a major destination for this type of

traveling. In Adventure Tourism, the popularity depends on the activities. For Trekking and

hiking Cusco can be seen as a major destination due to the Inca Trail. On the other side, for

skiing and snowboarding Argentina is dominating the market.

From the perspective of Europeans Cusco is a minor destination for all of the three tourism

types. Destinations such as Spain, Egypt, France, and Alps Mountains are not only easier to

reach, but are also perceived to be much safer. Peru, and Cusco, are both considered very

exotic destinations

Go back 10 years in gathering this market information and try to explain the major changes

that have taken place since

Within the last 10 years Cusco and Peru have experienced huge changes in the tourism

industry. In 1997 a total of 351.554 tourists visited the city, of which 178.973 were

international tourists. For the first time in Cusco's history, the foreign visitors exceeded the

number of national visitors. The following next year the number has been increasing and

reached a peak in June 2000, with 469.792 visitors. Eight years later, the number has more

than doubled, and over 1.100.000 visitors went to Cusco in December4. Unfortunately, there

have not been any studies about tourism markets visiting Peru. This is an indication, that

tourism was of minder importance. It is possible to estimate, that the tourists visiting Cusco 10

years ago could be characterized with the psychographic trait as being 'allocentric' (fig.23).

According to the classification of Plog (1977), this segment is made up of innovators in travel

markets, who seek uncrowded and unique destinations. They are self-confident and

considerably adventurous. They want to experience change and strangeness and do not care

much about what other people think. They are willing to face risky situations and unknown

circumstances in places that are outside ordinary life. Certainly, this description can be related

to tourists that visited Cusco in 2008. However, the market analysis indicates that a great

variety of other personality types is to be found nowadays. Thus, the tourism supply of Cusco

as well as the attracted markets have become more diversified.

4 Cusco pasará el millón de turistas a fin de año

17

2.2 Tourism Supply

Using the Destination Mix by Mill&Morrison, Cusco's tourism supply is going to be analysed.

The destination is elaborated in attractions, facilities, infrastructure, transportation and

hospitality.

2.2.1 Attractions

Attractions of a destination provide reasons for tourists to visit a country. Some attractions are

more important than others, because of their attractiveness, popularity or development status.

The department of Cusco has numerous things to offer within its many provinces, with even

more smaller districts and villages. The following table shows the main attractions of the most

important tourist places. In the appendix, the complete list with all the different provinces can

be found.

Province of Calca

Natural sites Hot springs Aguas Termales de Machacancha, Aguas Termales de Minas Mocco

Cultural manifestation of the past

Complex of Huchuy Qosqo, Complex of Uno Urco

Folklore Religious festivals, dances and artisan

District of Pisac

Cultural manifestation of the past

Fortress of Pisac

Folklore Handicraft market, religious festivals, dances and fairs

Province of Cusco

Natural sites Mountain chains, snow-covered mountains,

Cerro Pukamogo (place for observation)Cordillera de Vilcabamba (trekking)Nevado Vilcanota (trekking)Nevado de Ausangate

District of Cusco

Cultural manifestation of the past

Ciudad del CuscoAmarucancha (archaeological remains)Koricancha (temple)Hatún rumiyoc (street with twelve angle stone)Colcampata (colonial mansion)Sapantiana (big stones)Mesa Redonda (place)Accllawasi (palace of the Virgin of the Sun)Hatunrumiyoc (twelve angle stone)Sacsayhuaman (huge stone ruins)Tambochamay (baths of the Inca)Quenco (archaeological sites )Puka Pukara (“Red Fort”)Kusilluchayoc (Temple of the Moon)

18

Salon PuncuLanlacuyoc (prominent rock profusely carved)La Catedral (Cathedral in Cusco)Iglesia de la Compañía (church)Iglesia de la Merced (church)Iglesia San Blas (church)Museo de la Universidad San Antonio (museum)Casa del Almirante (Colonial mansion with painted facade)Museo de Arte Religioso (museum)Museo de la Casa del Inca (Inca museum)Gracilaso (avenue)Museo Santa Catalina (museum)Museo de la Casa Cabrera (museum)Iglesia Santa Teresa (church)Iglesia Santa Clara (church)Iglesia de Santo Domingo (church)Iglesia de San Pedro (church)Convento de San Antonio de Abad (monastery)Iglesia Belén (church)Iglesia de la Almudena (church)Iglesia de Santa Catalina (church)Iglesia de San Francisco (church)Iglesia San Cristóbal (church)Iglesia y Convento las Nazarenas (church)Casona San Bernardo (mansion)Casa del Márquez de Valleumbroso (house)Casa Kusicancha (house)Casa Marques de Concha (house)Casa de Garcilaso (house)Casa de los Cuatro Bustos (house)Casa de los Pumas (house)Casa Clorinda Matto de Turner

Folklore Religious festivals and dances, artisania, traditional food, fairs

Event Inti Raymi (celebration of the sun), Huarachico

Province of UrubambaDistrict of Chinchero

Cultural manifestation of the past

Church of Chinchero

Folklore Religious festivals, dances, artisan

District of Machupicchu

Natural sites Hot springs Aguas Termales de Machupicchu, Santuario Histórico de Machupicchu, Mirador de Putucusi

Cultural manifestation of the past

Fortress of Machupicchu, Inca culture

19

District of Maras

Natural sites Lake Laguna de Huaypo

Cultural manifestation of the past

Church of Tiobamba, archaeological sites of Moray, Salineras de Maras

Folklore Religious and traditional festivals

District of Ollantaytambo

Cultural manifestation of the past

Archaeological sites of Ollantaytambo

Folklore Religious festivals

District of Urubamba

Natural sites River Cordillera de Urubamba (trekking), Río de Vilcanota (rafting, canoeing)

Folklore Religious festivals, dances and artisan

District of Yucay

Natural sites Natural resort Reserva Natural de Yanacocha

Cultural manifestation of the past

Kancha de Sauri Tupac

The city Cusco with its surrounding districts and provinces has numerous attractions to offer.

Natural resorts, Colonial mansions, and ruins from the Inca times form a distinct and diverse

range of offers. Some of the most famous attractions however, are the Sanctuary of

Machupicchu and the Inca trail. Besides these natural and cultural heritage sites, a growing

supply of adventure attractions is evolving. Canoeing and kayaking are offered at several

alternative rivers and the three most popular are the river Urubamba, the river Apurimac and

the river Tambopata. The Inca Trail is the most famous route for hiking to Machupicchu and

enriches the walk through beautiful views of the Sacred Valley of the Incas. Moreover, there

are many other tracks to choose from such as the Trek to Lares, Choquequirao (the new Inca

Road), and other trails for mountain biking and horseback riding. These journeys can be

undertaken with a duration up to several days with included camping. Having three mountain

ranges with snowed peaks, Cusco is an ideal place to practice snow climbing as well. The

mountain ranges of Vilcabamba, Vilcanota and Urubamba have snow-covered peaks, such as

the Ausangate (6,336 m.a.s.l.), the Salcantay (6,271 m.a.s.l.) and the Verónica (5,750

m.a.s.l.). At the lower parts of the these mountain ranges are several walls of rocks, some are

almost vertical climbing walls and challenge even experts with difficult routes. Rock climbing is

possible all year long. Parachuting and Delta flying is another activity, that can be practised by

experts and beginners. Flights are possible in the morning from the Mirador Racchi to Valley of

Urubamba with a difference between the starting and finishing points of 1000m. Cusco and the

surrounding area, as well as Machupicchu has incredible thermal activity and provide a

challenge for experienced experts. Moreover, fishing for exquisite fish, such as rainbow and

20

salmon trout can be practised in the river Vilcanota.

2.2.2 Facilities

Facilities are necessary to serve visitors at a destination and tend to be located near to

attractions. They support rather than induce growth, and therefore are developed at the same

time or after the attractions. Attractions must be present for facilities to exist (Mill&Morrison).

On 22. December 2008, the department of Cusco counted around 6705 authorized travel

agencies. Most of them are classified as tour operators and are located in the city of Cusco,

offering all types of tourism activities such as adventure, ecological, rural, and others. Visitors

are able to obtain information, purchase tickets and tours to enjoy traveling in Cusco and

beyond.

On 22. December 2008, the department of Cusco had 1626 classified and 3377 unclassified

hotels and accommodations. The total number of classified rooms accounts to 3948 with 7547

beds, and 4286 unclassified rooms with 7508 beds. In the whole department, only 7 upper

class hotels are operating, three 5-star hotels and four 4-start hotels. A modest number of 59

3-star hotels, 64 2-star hotels, and 32 1-star hotels exists. In comparison a huge number of

unclassified accommodation is in operation. These accommodations and hotels are located

mainly in the district of Cusco, district of Urubamba and district of Machupicchu.

On 22. December 2008, 848 classified and 1289 unclassified restaurants were serving in the

department of Cusco. 1326 tables with 4750 seats are available in classified and 1653 tables

with 5688 seats in unclassified restaurants. The locations is similar to the hotels, with a

majority in the district of Cusco, and some in district of Urubamba and Machupicchu. The

classification of restaurants is done with the title “Tenedor” that ranges from 1 being the

lowest to 3 being the highest. 5 restaurants out of 84 are nominated with 3 Tenedores, 48 with

2 Tenedores and 31 with 1 Tenedores.

2.2.3 Infrastructure

The infrastructure of a destination is shared by both, visitors and residents. The development

of an infrastructure is a public-sector responsibility. Tourism activities depend on reliable and

area-wide infrastructure that allow tourists to travel safely, execute money business, use the

Internet and obtain medical services.

5 Directorio de Agencias Autorizadas 22.12.20086 Directorio de Hospedajes clasificados 22.12.20087 Directorio de Hospedajes no clasificados 22.12.20088 Directorio de Restaurantes clasificados 22.12.20089 Directorio de Restaurantes no clasificados 22.12.2008

21

Communication

The communication system is very well established in the city of Cusco, with various Internet

places offering their services for around 25 cents per hour. Moreover, it is possible to make

national and international phone calls almost everywhere. If one decides to call outside the

opening hours of the Internet places, or does not encounter one at the moment, then one has

to look out for people with yellow coats. They can easily be found at crowded side walks, and

main squares, renting their mobile phones to make a call.

Health care

Cusco owns a number of hospitals (2), clinics (7) and other medical centers (3)10. In addition,

all over the city center Dentist can be found, who have a good reputation. Especially national

tourists, visiting family and friends, use the opportunity to see a dentist in Cusco.

Security

One of the biggest problem for travelers in Peru, and Cusco is to get robbed. The country has

one of the worst reputations for its thieves in South America. For example, on a particular train

journey (Arequipa-Puno night service) many tourists have been robbed over the years. In

regard to violent attacks, one is probably safer in Peru than in New York, Sydney, or London11.

Hence, common sense and general alertness are recommended to keep ones luggage and

money together. More attention should be paid while withdrawing money at bank ATMs, which

are common targets for muggers in cities. False taxi drivers, that work without license might

be a dangerous choice, especially when they are looking forward to rob tourists. In order to

improve the level of security and help crime victims a tourist police has been established. It is

the first authority to be consulted after anything got stolen. In the city of Cusco, this same

tourist police is to be found in popular streets and places. The men and women are standing,

some patrolling, having an eye on the tourists, helping them with directions similar business.

According to research of PromPeru, Cusco is perceived by the tourists to be more secure than

Lima and Puno. (fig.24)

Streets and Highways

Although located in the mountains, Cusco is easily reached via highways, that are used by

tourist and local buses. Meanwhile, other cities in the department of Cusco are connected to

the highway system as well. Besides that, the city of Cusco offers various narrow streets and

paths, that only are accessible by foot. Although 40% of the respondent think, that the traffic

in Cusco is orderly and very orderly, (20% in Puno and 8% in Lima, fig.25), it can easily be

observed, that it is not the case. During rush hour, police men and a few traffic lights are

trying to direct the cars the best way possible. Besides that, speed limits and other traffic

10 http://www.cusco-peru.net/health_care.html accessed 30.03.0911 http://www.peru-explorer.com/crime_personal_safety.htm accessed 30. March. 2009

22

signs, that are commonly used in Europe, are missing and driving a car always requires a lot of

caution.

sewage/draining/water

Having more than 300.000 inhabitants, Cusco obviously possesses a sewage and draining

system, as well as water supply. It has to be noted, that the tap water is not clean enough to

be drunken. Portable water can be bought at all stores and supermarkets.

2.2.4 Transportation

Transportation allows tourists to go from one place to another, and to visit attractions and

various places within a destination.

by air

The city of Cusco can be reached by air plane and the Airport Velasco Astete is directly located

within the city, only 10 minutes away from Plaza de Armas. The airport mainly receives

domestic flights as well as some international flights. It operates at a limited capacity. Due to

its close location, air traffic is only permitted until 16:00 clock.

by bus

Another transportation that is very popular is the bus. Various companies offer the route Lima-

Cusco such as Transporte Flores, Cruz del Sur and Empresa Hauri, International Ormeño, and

Inka Express. These bus companies cover all of Peru except the jungle. Traveling short

distances to places like Urubamba, Ollantaytambo or Pisaq is very easy and cheap. A journey

of two hours in a local bus costs about one Euro, and a 24 hour journey to Lima with Cruz del

Sur costs around 50 Euro.

by train

Cusco could be compared to a door between the mountains, the Amazon jungle, and the vast

Andean Plateau. This condition results in a landscape of big contrasts, which make it difficult to

construct railways. Nevertheless, PeruRail operates a route between the Sacred Valley and

Machupicchu, and between Cusco and Lake Titicaca. Being the most frequent and traditional

method to visit Machupicchu, the first route between Sacred Valley and Machupicchu, provides

four different trains to suit any travel budget12. The Backpacker trains are the most economical

for traveling between Cusco/ Ollantaytambo and Machupicchu, and provide only basic services.

The Vistadomes trains run from Poroy Station/ Ollantaytambo to Machupicchu and enrich the

journey with panoramic windows with surrounding glass on all sides. Snacks and refreshments

12 http://www.perurail.com/web/tper/tper_perurail_thetrains.jsp accessed 30.03.08

23

are included in the price. The third type of trains is the Andean Explorer, which runs the route

between Lake Titicaca (Puno) and Cusco. The train is decorated in the manner of the great

Pullman trains of the 1920's and offers a unique flair during the ten hour ride. It is considered

as a luxurious way to travel between these two destinations, with a three course lunch in a

dining car, followed by coffee served in the Observation-Bar car. The fourth and the most

luxurious way to journey between Cusco (Poroy Station, 20 minutes taxi drive) and

Machupicchu is via the Hiram Bingham. The train is decorated in the style of the 1920's

Pullman trains, with “polished wood, gleaming cutlery and glittering glass”. Visiting

Machupicchu with the Hiram Bingham, includes not only the transportation, but also a guide,

catering, i.e. cocktails and a gourmet dinner. Prices and departure times can be found in the

appendix.

2.2.5 Hospitality

Hospitality is defined by the way local people see themselves, treat the visitors and their

attitude towards tourism.

Attitude towards self

Cusquenian people seem to be very proud of their heritage, the country and the city they are

living in. However, this attitude may change with the living standard of a person. Generally,

the population can be divided into two main social classes, rich people and very poor ones.

This gab can be noticed very easily. A majority of the population lives from their hand to

mouth. This people might have a more negative attitude of their home country due to their

difficult life. They have to work very hard to earn little money, only doing basic labors such as

farming, driving the taxi and manufacturing handicrafts. On the other side, the other social

class has enough money to own a car, send their children to good universities, spend money

by going out for dinner and enjoying social activities. This part of the population is able to live

a modern life, with values and interests similar to the ones of Western cultures. Although

Cusco is considered to be a well-developed city, it is evident that the people follow a more

traditional way of living, then in Lima. Cusco is more traditional in the sense, that more

remains from the ancient Inca times can be observed, especially in the lower social class. A lot

of people speak Quechua, the native language of the Andean and some have only basic

Spanish skills. Other people still wear traditional clothing for reasons such as lack of money or

interest of attracting visitor flows.

Attitude towards others

Obviously, the population cannot neglect the gap of poverty. Nevertheless, both social classes

seem to get along with each other. Respect is shown by both parties. An example can be drawn

24

from the harvesting of potatoes at the family's estate. Workers were hired at a minor wage13 to

work a full day, harvesting and collecting the potatoes. Despite the enormous discrepancy of

wealth, the workers were treated very friendly. Preparing a meal and serving it to them was

included in the workload. However, the food was eaten separately to keep a distance. The

same is done with employees, who work in the house as cleaners and cooks. They are allowed

to eat the food sitting separately from the family.

Welcoming guests

Depending on the place, tourists are treated differently. In the city center, tourists are more

common, and one can walk through the city without being noticed by other people, except by

the ones trying to earn money on services such as massages, selling paintings or hats. Despite

the ignorance, most of them are very helpful and friendly when being confronted with a

question. That is also as far as the interest and contact goes. The natives in the rural areas on

the other side, show slightly more curiosity towards foreign visitors. They tend to ask more

questions and show interest in learning something about the foreign county.

What are the strengths and weaknesses of the destination mix related to the main attracted

markets?

The main markets are Initiate Cultural tourists, Ecological tourists and the Risktaking

Adventure tourists. The strength of Cusco's destination mix related to these three attracted

markets is the huge variety of activities and attractions that can be found, some of which are

unique around the world. The distinct Inca culture with monumental archaeological sites has

its origin in Cusco and the Sacred Valley, e.g. Machupicchu. Looking at the table of tourism

supply it becomes evident, that in addition to the ancient Inca ruins various Colonial churches

and mansions grace the cityscape of Cusco, which often is referred to be an open air museum.

Tourists have the opportunity to see a lot within a fairly small radius. Another advantage is the

broad range of low-cost offers, such as accommodation, food and transportation, that make

low-budget traveling possible. Ecological tourist wanting to experience traditional Andean

culture can visit urban places and villages, where time seems to stand still and the influence of

modern times hardly has any impact. The cordial hospitality of these people makes every

foreigner feel to be at home; letting the visitors stay in their houses and eating meals together

is a common gesture. In addition to the cultural heritage, Cusco offers breathtaking landscapes

and natural sights, that satisfy the heart of every nature lover and that could be perceived as

main attraction in itself. The constant growth of the tourism industry, provides more and more

activities for the third main market, the Risktaking Adventure tourists. The extreme natural

surroundings allow all kind of activities, that not only inspire beginners but also challenge

professionals with the desire for adrenalin kicks.

13 10 soles per person (2,5 Euro) for a full day of work, 300 soles per months per family are average income, http://www.sachahuares.org/sachaqari_en.php accessed on 30.03.09

25

A weakness of Cusco's destination mix is the lack of upper class accommodations, i.e. four and

five star hotels. Tourist wanting to spend more money enjoying luxury have limited choices.

This is a lost opportunity because a majority of the tourists has a high income, especially

visitors interested in cultural tourism.

26

2.3 Tourism impact study

Most of the information presented in the following pages has been taken from the Plan Qente

and from the report about Tourism Impacts on the Cusco Region by DIRCETUR. Further

information can be found in the bibliography chapter.

2.3.1 Economic Impacts

Economical impacts of tourism are mainly positive and most of them correspond with

expectations of residents. The only problem that might arise from the society regarding this

topic is the unequal distribution of wealth due to lack of governmental control of privileges and

monopoly. A greater number of people ought to receive benefits generated by tourism

activities. Despite social criticism any calculation of activities and any simple revision of

numbers indicates important impacts on employment and regional revenues. Foreign exchange

serves as a generator for additional opportunities on different levels and enriches the regional

economy through the multiplier effect.

In 2007 the tourism industry generated 2.222 million US$ outperforming traditional product

such as fishery and textile and almost catching up with crude oil exports (fig.29). The

multiplier effect is calculated at 1.8 million, meaning that for every US$ that enters the

Peruvian economy tourism converts it into 1.81 US$. In 2006 tourism contribution to the

Peruvian GDP accounted 5.9 percent with an amount of 17,850 million Soles (fig.30).

Tourism revenues have rapidly been growing from 837 million US$ in 2002 to 2.222 million

US$ in 2007 (fig.31). During this time period, tourism revenues increased by approximately

2.65 times, which results in an annual average growth of 21.6%. This percentage corresponds

with the growth of international tourism arrivals and with associated tourism demand services.

The graph of figure 32 illustrates that 37.8% of the total revenues are derived from

restaurants, 15.3% from entertainment and 12.5% from transportation.

Despite these positive figures, some direct impacts of tourism generate negative effects on

inhabitants, who are not involved in this activity. This is due to unprofessional management

and overuse of capacity. Another serious concern is the imbalance of supply and demand that

leads to oversupply in some sectors, e.g. 2 and 3 star hotels. Moreover, the re-profiling of

urban services to meet the required standard, makes these activities exclusive for the local

population.

In the region of Cusco tourism participates annually on average 19% (from 2002 to 2006).

According to INEI, businesses, restaurants and hotels generated 606,988 million Soles in 2002

27

and 774,014 million Soles in 2006 (fig.33). The tourism services, that generate the highest

revenues are Peru Rail, CONSETUR, 4 and 5 star hotels, air transportation by LAN, and

Santuary Lodge. Despite being the highest earners, all these companies have another point in

common, monopoly. These companies hold the most important tourism attractions for which a

great demand exist. Nevertheless, they are the only ones that have the right to sell these

services such as Machupicchu, Inca Trail, and Choquequirao.

2.3.2 Socio-cultural Impacts

Socio-cultural impacts generated by tourism result mainly in negative effects. Because of poor

regulations and absence of awareness towards this topic, the socio-cultural impacts are very

intense on the population. The economical benefits adumbrate local interests and traditions.

More attention is paid towards attracting further visitors and adjusting oneself to meet their

wishes and demands. This leads to an enclave, i.e. integration of a tourism culture within the

local traditional way of life.

The Peruvian culture is commercialized to make it more profitable converting festivals and

ethnic rites into artificial tourism activities, e.g. Inti Raymi. Moreover traditional arts and crafts

are distorted with the same intention,i.e. making them more attractive for tourists. Especially

in bigger city, e.g. Cusco, moral values got broken down and result in prostitution, drugs and

crimes. Nightclubs and bars entertain international tourists with western music and alcohol,

drugs are being offered on the streets and Peruvian women are looking for foreign men to get

a ticket abroad. Especially the younger Peruvian generation is influenced by the western

tourists, who seem to live a luxurious life, owning and spending lots of money. This leads to a

change in values and attitudes towards their home country and quiet a few young men and

women follow the dream of emigrating to the United States, Italy, Denmark, or Spain.

Another fact leading to social tension is the oversized expectation of tourism. International

tourists are mainly regarded as sources of income and the government intends to profit as

much as possible. Many monopolies exist and only few actors receive a major part of tourism

revenues, e.g. from Machupicchu. This leads to unevenly distributed income-earning

opportunities.

Simple Peruvian inhabitants are neglected in their own country because they lack financial

means to use newly developed tourism activities, which before were easily accessible. This

might create a negative opinion towards tourism and result in social confrontation with

international visitors. The difference in wealth between tourists and hosts causes local

resentment and an imbalance of economic power between these two. Thus, a competition for

resources might arise between tourists and local residents. Tourists buy land and construct

their hotels or restaurants and only provide simple work for local residents. Not only does the

28

major part of earnings stay with the former tourist, but also the increasing demand for land

might cause the prices to go up.

Generally speaking, the socio-cultural influences are negative. Nevertheless, tourism also

provides opportunities for the society. The improved infrastructure is shared by both, tourists

and local residents. For example, the bridge Carrilluchayoc has recently been built, connecting

Santa Teresa with Aguas Calientes. Moreover, some forms of tourism provide support for the

local residents. Volunteer and social tourism contributes directly with financial help to

institutions with orphan children and international volunteers can be found in Cusco playing

and entertaining these children. Medical students from the United States visit Cusco to do

voluntary work at hospitals, e.g. in Ollantaytambo. Thus, a certain percentage of tourism

impacts the society in a positive way.

2.3.3 Environmental Impacts

The environmental impacts in Cusco are mainly negative, especially because of poor planning

and weak regulations. Thus, tourism activities cause increasing pollution, contamination and

extensive use of not renewable energies. In addition, monopolistic companies such as Perú

Rail, CONSETUR, and LAN are only striving for economical revenues and hardly pay any

attention towards sustainable conservation of nature. The daily trains and the crowded masses

in Machupicchu have strong environmental impacts. Because Perú Rail offers almost the only

possibility to reach the ruins, a majority of the tourists goes there by train. This results in

impacts on the inhabitants in that area, the flora and fauna such as noise, Co2 contamination,

vibration and erosion of the land. Additional impacts occur by the buses leaving Aguas

Calientes and carrying the tourists upwards to the ruins. The buses cause the same influences

as do the trains. The great visitor numbers at Aguas Calientes leave behind rubbish and

sewage, contribute to excessive use of water and electricity.

Not only is the natural environment harmed by mismanagement and lack of regulation, the

built environment suffers as well. In many parts of the Sacred Valley, hotel and restaurant

constructions pollute the visual appearance of the place. Exaggerated advertisement boards

and banners amplify this impact.

It is worthwhile mentioning that efforts are being made to sell the upcoming attractions in a

more sustainable manner. Manu for example, has experienced a more positive development. A

major part is not accessible and stands under protection of the state. Only a small percentage

is allowed to be visited by tourists in order not to disturb the native communities. In the area,

where tourism is offered, an integration with the locals has happened to minimize negative

impacts.

29

Summarizing, it is to say, that more studies need to be carried out in order to evaluate the

impacts, especially environmental and socio-ecological ones, and develop means for more

sustainable implementations. The poor management and lack of regulations in the past decade

has caused negative results. The economical benefits of tourism dominate the industry and

hinder a sound development, inducing more disadvantages than advantages. Nevertheless, a

change in efforts can be noticed and first steps are taken with the Plan Qente. It is the

responsibility and task of tourism professionals and the government to move the theory into

practice.

2.4 Tourism Planning and development

2.4.1 national and regional planning structure

Peru has various public and private organisations that are involved directly or indirectly with

the tourism planning process. The public institutions are mentioned below:

• The Ministry of Tourism and International Trade ,MINCETUR,14(Ministerio de Comercio Exterior y Turismo)

• The Ministry of Transport, Communications, Housing and Building (Ministerio de Transportes, Commuaciones, Vivienda y Construccion) dictates regional infrastructure developments. However, strategic infrastructure planning for the national tourism industry is directed by the Ministry of the Presidency.

• The Institute of Culture (INC)• The National Institute of National Resources (INRENA)15

• The National Council for Environment (CONAM)• The Ministry of Industry, Tourism, Integration and Negotiation of International

Commerce, MITINCI, (Ministerio de Industria, Turismo, Integración y Negociaciones Commerciales Internationales) is responsible for tourism development and activity, as well as the promotion of tourism.

• PromPerú is the promotional arm and was established in 2003. It carries out a number of marketing activities on a national and international scale. PromPerú is divided into three departments, which are Domestic Tourism, Inbound Tourism, and Marketing & Image. These departments work closely with the private sector to collect “relevant tourism statistics, to attract investment to the tourism sector, develop sustainable tourism policies and to boost the status of the Peruvian tourism industry in both domestic and overseas markets”16. PromPerú and MITINCI, both organisations come under the responsibility of the Ministry of the Presidency.

Moreover, the following private tourism and hospitality associations exist in Peru:

• The National Chamber of Tourism, CANATUR17, represents the interests of the tourism industry including airlines, hotels, travel agents and tour operators

• The Peruvian Association of Adventure Tourism & Ecotourism, APTAE18, is the umbrella organisation through which Peru's main adventure and Ecotourism operators promote responsible and sustainable tourism.

In addition to these institutions, several other public and private entities operate in Cusco.

14 http://www.mincetur.gob.pe/newweb/ accessed 31.03.0915 http://www.inrena.gob.pe/inrena/inrena.htm accessed 31.03.0916 Travel and Tourism – Peru- November 2006 by Mintel International Group Limmited.17 http://www.canaturperu.org/ accessed 31.03.0918 http://www.aptae.org/deportes/trekking.html accessed 31.03.09

30

• Municipal Administration of the Province Cusco (Municipalidad Provincial de Cusco)19

• DIRCETUR Cusco20(Dirección Regional de Comercio Exterior y Turismo del Gobierno Regional del Cusco) coordinates in cooperation with MINCETUR the regional Institutional Objectives, taking into consideration the foreign trade, tourism and artisan.

• Colegio de Licenciados en Turismo (Colitur)• Association of Tourism Agencies, AATC21, (Asociacion de Agencias de Turismo de Cusco)

represents the most important tourism agencies in Cusco.• Association of official tourism guides, AGOTUR22, (Asociación de Guías Oficiales de

Turismo del Agotour – Cusco) is responsible for all activities concerning tourism guides in Cusco.

• Association of ecological and adventurous tourism operations, AOTEC23, (Asociación de Operadores de Turismo Ecolología y Aventura del Cusco) is a civil association, which brings together local entrepreneurs with Peruvian investments and which implements policies to improve the conditions.

• Association of Hotels and Restaurants, AHORA24, (Asociación de Hoteles, Restaurantes y Afines)

• Center for education in tourism, CENFOTUR25, (Centro de Formación en Turismo)

Despite the many institutions and associations that work within the tourism industry,

MINCETUR is the one with the most power and authority. This public institution operates on a

national level and assigns laws and regulations for entire Peru. It's main tasks are planning,

regulation and promotion (fig.26). DIRCETUR applies these norms in the department of Cusco,

managing the same three points. Although being the most important tourism organisation in

Cusco, DIRCETUR hardly does not has any authority to manage attractions and the

infrastructure. For example, INC is the only institution that is allowed to operate Machupicchu

and the Inca Trail. Obviously, Machupicchu is one of the most famous attractions in Cusco and

generates a great amount of money. However, only a minor percentage remains there and the

major part is transferred to Lima.

Moreover, no interaction exists between the many tourism institutions and organisations. Due

to the lack of coordination, the tourism development is not targeted at one common direction.

According to the director of DIRCETUR, duplication of projects and publication has occurred in

the past.

The planning structure in Peru can be considered as negative for many reasons. MINCETUR has

the power on a national scale and tells DIRCETUR what norms and regulations to follow.

However, Lima is completely different from the Cusco area, i.e. culture, landscapes, tourism

products, and development progress. The authorities in Lima do no have the same amount of

knowledge and experience as professionals in Cusco. Another point is the lack of coordination

19 http://www.municusco.gob.pe/web/index.php accessed 31.03.0920 http://www.dirceturcusco.gob.pe/institucion/dircetur.php accessed 31.03.0921 http://www.aatccusco.com/ accessed 31.03.0922 http://www.agoturcusco.org.pe/presentacion_de_agotur_cusco.php accessed 31.03.0923 http://www.aoteccusco.org/ingles/ingles.html accessed 31.03.0924 http://www.ahoracusco.com/objetivos.html accessed 31.03.0925 http://www.cenfotur.edu.pe/principios.htm accessed 31.03.09

31

between all the different institutions. In Peru there is no single law or a single institution that is

responsible to manage tourism activities and development. Therefore, a great amount of

individual entities have established themselves to work on a limited area, for example

association of guides, CARTU the camera of Peru, INRENA responsible for the environment and

attractions. Due to the lack of communication a reasonable and effective tourism development

cannot take place. This fact not only effects the tourism activities, but also the tourist, who is

receiving a product that could be improved. Nevertheless, tourism authorities have figured that

out and are trying to compensate the shortcomings. Within the last year, an institution has

been established called OGD with the intention to work together with public and private

tourism organizations and to improve the communication and coordination of their activities.

2.4.2 Organizational structure of DIRCETUR

Being the most important tourism organization, DIRCETUR was selected and analyzed in more

detail. The information are based on the official homepage26 and on an interview with the

director for tourism quality projects of DIRCETUR.

DIRCETUR is a public organization operating in Cusco. It is an individual entity that is part of

the ministry of foreign commence and tourism of Peru (MINCETUR). It is dependent on the

norms and regulations that come from Lima. DIRCETUR applies these laws in Cusco.

The official goal of DIRCETUR is to promote tourism developments in Cusco based on the laws

of MINCETUR. Its main tasks are promotion and application of norms. Moreover, DIRCETUR is

the only entity that is allowed to classify hotels and restaurants in Cusco. The annual budged

amounts 1.600.000 Soles. 1.560.000 Soles are derived from the regional government of Cusco

and around 40.000 Soles are received from the ministry in Lima. A major part of this money is

earned by the General Tourism Ticket (Boleto Turistico) and some other direct sources such as

taxes and fees for certificates of agencies and hotels.

2.4.3 Past and present tourism development of Cusco

Since 1980 until 1992 Peru has been socially and politically isolated on an international scale.

Political and Social instability prevented a reintegration into international economies and

finances.

In 1993 things started to change and a process of rejuvenation began. Social and political

tension started to disparage and it became possible to travel on a national scale. The

Government implemented new policies to establish a more consistent and stable environment

through a reform of the state, stabilization of the economy, and the pacification of the

26 http://www.dirceturcusco.gob.pe

32

inhabitants. In addition other action were undertaken such as liberating the market, control of

inflation, increase of the GDP (Gross Domestic Product), reintegration into the international

economy and the control of socio-political problems.

The recession period of the national tourism industry influenced the quality and capacity of the

services and facilities. The hospitality industry suffered the most, due to lack of establishments

in the upper markets. The restaurant industry faced less limitations, because changes could be

applied more easily. The travel agencies also did not require such great investments as did the

restaurants. However, it was necessary to improve the Peruvian commercialization of products

towards the private sector, as well an efficient marketing plan. Appropriate norms needed to be

established to protect tourists, too.

From that time onwards the government realized that it was necessary to improve tourism

demand through proper planning. According to Monitoring company, Peru faced several

hindrances of tourism development. The constant political changes in objectives and

government priorities prevented developments and discouraged actors to get involved as well

as the absence of a nationwide Strategic Vision to coordinate goals and objectives. Based on

former experience, the public and private sector, both have encountered problems of credibility

and distrust towards each other.

Generally speaking, Ecotourism was the original drive for further tourism developments. The

first adventurous tourists were looking for cultural places that were not crowded to appreciate

the flora and fauna at natural places and to get to know the way of life and customs of natives

in remote villages. CANATUR wanted to accelerate this development not only to improve the

tourism demand but also to improve the living standard of the population. Therefore, CANATUR

formulated a second proposal in 1996, which included several points, such as finishing ongoing

constructions, restoration and improvement of one and two star hotels to three star hotels,

financial help through credits and easier financing, concentration of visitors to a limited

number of touristic sites (Lima, Nazca, Cusco, Machupicchu) and recovery of the European

market. Additional focus was directed towards improvement of the infrastructure. Railways,

highways, roads and terminals were built and the communication system, which turned out to

be of prior importance to promote tourism on a national scale, was improved.

The increasing visitor numbers had a direct impact on the environment and on social

developments. It became obvious, that an insufficient knowledge about environmental topics

and laws existed. It was observed that a lack of control and administration of tourism,

especially in Protected Natural Areas, was at hand. Improper education of natural resources

and the absence of Environmental Impact Studies all contributed to this shortcoming.

33

Therefore, illegal activities such as poaching and irrational deforestation were occurring. In

regard to product quality, a lack of guides and security standards for Eco and adventure

tourism avoided proper development.

Measurements were taken and the INC, as well as two other private institutions Fundación

Wiese and the Compañía Backus were established. The motivation and interest of different

actors was improving the tourism quality by regulating a specific area of the entire industry.

However, throughout the years improper management resulted in numerous organizations and

institutions, that were operating independently without internal coordination. The interests of

each party could not be aligned to direct the development towards one common goal.

Currently, the most important future plan is the Plan Q'Ente 202027. It is regarded to serve as

the solution to overcome current problems to manage a sustainable and more effective tourism

development. Figure 28 summarizes the tourism policy and gives strategies orientations.

Tourism is considered to be the engine for regional development. Using a sustainable

approach, the tourism demand can contribute with the multiplier effect and benefit other

industries, in the city and in rural areas, too. It is desired to establish a form of tourism that

equally contributes to employers and employees, local communities and company owners. In

order to achieve that, an authentic tourism product has to compete with high quality services

to capture international markets. Tourism should be managed by policies and values that

represent the identity of Cusco. Shared responsibility is desired between the public and private

sector with an community based orientation. The scale and structure of tourism activities will

be changed to a greater extend. For example at the moment Cusco captures less than 1% of

the tourism movements in America. The intention is to double this from 0,8 to 1.5 until 2020.

Generally speaking, the Plan Qente is very detailed and contains a great deal of strategies and

projects.

In the Life Cycle model of tourism products (fig.27) the major tourism attractions of Cusco are

listed according to their level of development. There are four different life cycles that vary from

Exploration, Development, Maturity, and Decline. Being a relatively new tourism destination,

Cusco does not have any attractions that have reached the Decline phase yet. Machupicchu,

which has been a popular attractions for many years and is part of the seven world wonders is

only located within the distinct Maturity phase. The city of Cusco, the primal goal of every

tourists in Peru, has just left the Development phase and can be found in the beginning of the

Maturity phase. Other major attractions such as Ollantaytambo, Pisac, Sacsahuaman,

Chinchero and the South of Cusco's city are all located in the development phase. The national

resort Manu is only in the beginning of its growth. Moreover, a bunch of other attractions such

as Choquequirao, Vicabamba, and Q'Eros are recent places of interest and still are considered

27 http://www.dirceturcusco.gob.pe/plan_qente/index.php?pag=Documento

34

to be in the Exploration phase. This valuation of each attractions clearly demonstrates, that the

department of Cusco has a lot of resting potential and is in need for additional and intense

development. The tourism product is by far not sufficiently completed and a great deal of

further extension and promotion are required.

35

2.5 Cross Cultural Studies

2.5.1 Peruvian way of life

Upon my arrival in Lima, I immediately took a taxi to the bus station in order to continue my

journey to Ica, because I wanted to avoid the impacts of such a huge city. Being extremely

exhausted from the 24 hours journey from Düsseldorf to Lima, including a six hour stopover in

Miami, I found myself sitting in an uncomfortable bus. Next to me, a business men was talking

almost continuously for 5 hours on the phone, in Spanish! I tried to get some rest. However, it

seemed that as soon as I have fallen asleep, the bus stopped, my eyes opening, taking a look

out of the window, hearing my neighbour's conversation, and falling asleep again. Perceiving

this rather strange state of mind for ages, I suddenly found myself again at a crowded bus

station, surrounded by Spanish speaking Peruvian people. Obviously, their outward appearance

is not similar to any of the Europeans' one, and particularly not to the Spanish people. Looking

around and trying to realize what was going on, I found it very awkward to hear the Spanish

language all over. According to my life experience, this language is only to be found in Spain.

Well, the beginning of my first journey to South America proofed me otherwise!

After two days rest in Ica, I got curious to see Cusco, my home for the coming 27 weeks.

Despite my plans to visit Nazca and some other cities, I purchased a direct bus ticket to Cusco;

17 hours of journey in addition. I was wondering about my future place of stay, the working

environment and the people I was going to interact with. On Sunday at 12 o'clock the Cruz Del

Sur company bus reached its final destination, Cusco. My first impression of this place could be

described with words such as amazing, magnificent and outstanding. The city is surrounded by

dark green mountains, that are covered with trees. The deep blue sky is decorated by clouds

ranging in colours from snow white until dark grey. What a diversity in colours! Despite the

beauty I had great difficulties to keep my eyes open because of the extreme brightness of the

sun, and the intense ultraviolet radiation; I might as well had arrived in heaven. While waiting

for my company supervisor, Violeta, to pick me up I tried to sense the atmosphere. Some

passing people curiously looked into my eyes, whereas others did not pay any attention at all.

Cars were rushing by and a symphony of horns could be heard. Suddenly out of nowhere, I

heard my name: “Arthur. Is it you?”. Violeta kindly greeted me and we took off to her house,

which is located in Jeranimo, twenty minutes away by car from the centre of Cusco. Although

being a little nervous, I felt very comfortable around her. Once arrived at the house, I got to

meet Tony, the husband of Violeta. Being terribly tired from the bus drive I managed to speak

only a few words in Spanish. Apparently, talking English was not any easier. Due to the high

altitude of 3400 meters, I had not enough air to properly finish a normal sentence.

Nevertheless, I was treated with great hospitality. Shortly after my arrival, the three of us ate

a delicious meal. The next thing I could manage that day was going straight to bed.

36

The next morning I awoke from a long sleep. The only person at home was Ingrid, the second

daughter of Violeta. She is studying law at Andina university. That day she did not have classes

in the morning and accompanied me for breakfast, bred with marmalade and tea. Ingrid is able

to speak English and therefore I could talk to her. She is very friendly and patient and I quickly

started to enjoy her company. Afterwards she showed me around the house and I slowly got

used to the new place. Around noon, the rest of the family gathered for lunch. Tony, who is

teaching Geology at the state university of Cusco, speaks about as much English as I do

Spanish. The youngest daughter, Adriana, is about to finish high school. Although she is on

vacation, she is barely at home. In the morning she visits an academy to improve her English

and in the afternoon she takes classes to prepare for university. The family employs a

housekeeper, called Ines. She is a fabulous cook. Sitting at the table I tried to follow the

conversation. Without the others talking in English to me, I would have been very lost because

the first few days I hardly understood anything. Roberto, the cousin of Ingrid and Adriana

joined for lunch, too. I was overwhelmed by meeting so many new people, who all asked

questions in Spanish. Later that day another cousin, named Christian, arrived. Everyone

behaved in a very polite manner, and treated me with a lot of respect. When I was introduced

to Christian's mother, Violeta said that I was part of the family and now had two more sisters,

and two more cousins. I extremely appreciated the openness of my new family, that I had just

got to know. Obviously, I was in the centre of attention and enjoyed the interest of so many

new family members. It was a pity, that my Spanish was so poor because I had the desire to

tell everything about myself. Fortunately, communication happens with more than just words.

Later that afternoon Adriana, Christian, Roberto and me took a bus to the city centre. I was a

tourist, who got a private sightseeing tour to experience Cusco's beauty! What an

extraordinary adventure! Not only is the city's location remarkable, it is incredible in itself.

Narrow streets encircled by many colourful art and cloth shops, restaurants and cafés. Ancient

buildings such as the Sun Temple, the famous Inca wall and various cathedrals contribute to a

cultural richness that is beyond words.

Hours passed by and the sun disappeared. At once the temperature dropped and it was time to

go home, where dinner was already waiting...

2.5.2 Summary on perspectives

The emic perspective – from within the culture

Interpreting my arrival from the perspective of the family, it can be said that I was treated with

great respect and confidence. Welcoming the guest with plenty of food, attention and patience

is naturally, as well as providing an accommodation in the house. Moreover the interest of the

other culture makes Peruvian people curious and no hesitation is shown to ask question about

37

the guest's family, his opinion about food and the first impressions of Cusco. Even though the

guest has difficulties with the language, many questions are asked to satisfy curiosity and

patience and time is given for answering. Moreover, humor and laughter is used to break the

iceberg of the first days of getting to know the other person. However, not every guest is

treated that way. Peruvian visitors, e.g. porters of the company, or the carpenter who made

the furniture, are treated friendly, but differently. Although they are invited for lunch, they do

not eat together with the family at the table. Simple workers and carpenters eat their food

separately, as does the housekeeper Ines. Thus, social classes and their separation are

practiced more obviously.

The e tic perspective - outsider perspective

From my perspective, the Peruvian culture differers from the European one and is very distinct.

Apart from the language, there are few characteristics that remind me of Europe. The lunch

and dinner time are important for socializing, sitting together and talking about all kinds of

issues. It is not common to eat quietly and someone is always talking, telling a story or a joke.

The laughter and noise can be regarded to be disturbing and impolite from a European

perspective. However, it is normal for Peruvians, as wells as watching television during the

meals. The openness and generous welcome with great amount of attention and patience

made me adopt very quickly to my new environment.

S elf-reflexivity

Arriving in Cusco definitely put me into a culture shock that lasted for quiet some time. I was

astonished by the environment and the people, their casual behavior and interaction with each

other and myself. The fact of now having been expecting a welcome with open arms from a

family amplified this impression. I expected to receive my own room with a private bathroom

but was introduced to a room in a relative small apartment with 4 other family members. Not

having been used living with a family for some years, I found it difficult to adjust myself in the

beginning. Having breakfast, lunch and dinner together, with hardly any privacy and difficulties

with the language, the extend of the culture shock grew even more.

2.5.3 Analysis of story

The city of Cusco is considered to be an internationally important destination. Despite its

location on a high altitude in the Andean mountain range, it can easily be reached by several

means of transportation, attracting every day new visitors from all over the world. Since

tourism is an important economical factor in entire Peru, and Cusco being the most important

tourism destination in the country, many Cusquenians are aware of this fact as well as of the

importance of their cultural heritage. For example, all the universities in Cusco offer tourism

programs and several institutions offer tourism education. In addition, local newspapers report

38

on tourism developments informing about current happenings. Meanwhile, the focus is not only

on Cusco, but rather on a global scale. Cusquenians are interested in news of North America,

Europe and Asia. However, Africa, Australia and the Middle East play a less significant role.

The newspaper “La República” published an article on the 6th May 2009 with the title “Crisis

and influenza A did not have an impact on tourism” . This heading alone demonstrates that

Cusco is up to date with global media and international issues. By any means, it is not an

isolated mountain city without access to the outer world. In fact, the opposite is true and

despite the global problems that are occurring Cusco received 260 thousand tourists in the first

four months, 15 thousand less then in 2008 during the same time period. Another discussed

and currently upcoming issue is terrorism. In the 80s and 90s Peru has experienced incredible

terrorism, with street executions, kidnappings, and assassinations. Tourism activities perished

for decades. With changing times in the beginning of 1990s, the country experienced a

rejuvenation on all sectors. The isolated country, opened up and western products started to

appear several years later, attracting more and more tourists since then. It is no wonder, that

the past fear is ever present of a repetition of these horrible times. Thus, article found such as

in “El Comercio” reporting with the heading “European parliament helps Peru with its fight

against terrorism” might be considered as flicker of hope and remind the residents that foreign

countries exist that worry about these issues.

Having discussed the story with several people I got an idea of how they see my arrival and

placement in their country. First of all, it was strange for them to read that I was surprised to

hear the Spanish language all over. Although this language was introduced by the Spanish

around 500 years ago and is not native to Peru, Peruvians have adopted it as their language

and the current young generation consider Spanish to be more native than Quechua. I got the

impression, that this statement in my story was first not understood correctly and provoked

some misunderstanding. Ingrid jokingly commented that I had the impression, as if the people

were underdeveloped, still speaking their native languages. I then had to explain that I wanted

to express something completely different, namely that due to my primal arrival to South

America I was confronted with a language, that I only knew from my stays in Spain. The joke

of Ingrid, can be explained that a major part of Peruvians living in urban areas (farmers and

simple workers) speak only basic Spanish, since Quechua is their commonly used language.

That's why Ingrid associated my comment with her life experience and interpreted it from that

point of view. Other people mentioned, that they enjoyed reading the story and that it was

very detailed and comprehensible. While discussing with the people, I had the feeling that they

wanted to be polite and not criticize me in any way. I told them that it is fine to mention other

contradictions besides the one with the language. However, I mostly got to hear their positive

opinion.

39

Taking the reactions of my fellow students into consideration it can be said that from a Western

perspective, the South American culture is regarded as “warm”, “welcoming”, and “hospitable”.

Although only one of the three students has lived in Ecuador, Quito, all of them have

mentioned similar characteristics of the culture. Moreover, Cusquenian seem to be very proud

of their origin, and therefore were very enthusiastic to give me a private tour. They wanted to

“share their ideas about Cusco” with me. Several students were talking about a culture shock,

that I experienced. Looking back at the first few weeks, I agree with them. “So many new

impressions, so much natural beauty, and most importantly, such a nice new family” was more

than I could have ever expected. The change was dramatic and the impacts intense. However,

I was able to cope with the new situation for several reasons. Not only did the family treat me

in a polite way, I also was used to similar changes in former life experience. I needed a lot of

self discipline and effort to get accustomed to the language, the family and work. At this point,

I can admit that the most difficult times have passed and I managed to settle in successfully in

Cusco.

Reflecting back on my story, the impression of Cusco has changed quiet a bit. I still like the

city and enjoy being around here. But having visited other places, I widened my horizon of

Peru. I now know new places, that I like more than Cusco in some ways. For example

Urubamba, is a more quiet and peaceful place with an extraordinary landscape. Santa Teresa

has a mild climate and has beautiful hot springs. The village of Machupicchu is crowded with

restaurants, hotels and tourists.

My impression of the family remains the same. I am still treated kindly and there is hardly

nothing to complain about. I realized, that it is part of the Peruvian culture that the people are

very friendly and loving all the time. It is part of their nature to live a peaceful life, with lots of

joy and laughter in between. They tend not to worry about the next day and seem to live every

day to the fullest. In matter of their mentality, there is a lot to learn about and to improve

oneself.

40

chapter 3 Executive Summary

3.1 A professional typification

With a diversity of cultural and archaeological heritages, Cusco is still in a growth phase and

gaining attention as a growing tourism destination. Machupicchu's popularity is expanding as

several tourism associations are developing new attractions and are targeting international

markets.

3.2 Analysis of the main characteristics

The city of Cusco formed the the political, cultural and economical centre of the Inca Empire

and was the source of the ancient Inca civilization. With the Spanish colonization of Peru, a

new era began in Cusco as well. Nowadays the heritage of these two different civilizations can

be found not only in architectures, but also in folklore and art. Looking at the entire

department of Cusco, the variety of unique sites and monuments increases even more.

Machupicchu and the Sacred Valley of the Incas are wonders in itself and enrich the “diversity”

of the department. Despite this extraordinary tourism supply Cusco “is still in a growth phase”.

During the last years Cusco's recognition as a tourism destination has been constantly growing

and the visitor number increased steadily. The government has realized the great potential of

this sector and is currently trying to direct tourism developments in a beneficial and

responsible manner. Although various other public and private associations are involved in this

process the overall planning of the tourism industry is chaotic and unstructured. One reason is

the country's political and economical situation, that experienced radical changes in the last

decades. Not too long ago, in 1993, the country began to change from a dictatorial and violent

political regime and started to adopt democratic approaches. This positive development is

occurring until the present and has transformed Cusco and Peru into an attractive tourism

destination. Nevertheless, the political state cannot be compared to an industrialized country

such as the United States or Germany due to lack of regulations and level of development.

Despite this fact, Cusco is a safe tourism destination that allows all type of tourist to enjoy its

tourism activities. Many of these activities are only in the initial state and the government is

eager to make them accessible to “international markets”.

A great obstacle to convert Cusco in an internationally recognized tourism destination is the

government and political system. Due to the past the country is still suffering from the effects,

which are also influencing the tourism industry. The many monopolies owning the major

tourism activities receive most of the profit and prohibit a responsible and equal profit

distribution.

41

chapter 4 References to sources in text

Adventure Tourism

figure 1

figure 2

42

figure 3

43

figure 4

figure 5

44

figure 6

figure 7

45

figure 8

Ecological Tourism

figure 9

46

figure 10

figure 11

figure 12

47

figure 13

figure 14 – native communities visited

figure 15 – undertaken activities

48

Cultural Tourism

figure 16

49

figure 17

figure 18

50

figure 19

figure 20

51

figure 21

figure 22 - Cusco visitor numbers

52

figure 23

figure 24

figure 25

53

Tourism development

Figure 26

figure 27

54

figure 28

figure 29

Fuente: Banco Central de Reserva del PerúElaboración: MINCETUR/ VMT-Of. General de Investigación y Facilitación TurísticaNota: Incluye Rubro, viajes y transportes de pasajeros de la Balanza de Servicios

figure 30

Fuente: INEI / Elaboración: MINCETUR/ VMT-Of. General de Investigación y Facilitación Turística Nota: (*) Cifras estimadas de la CST – según el consumo turístico interior

figure 31

55

Fuente: Banco Central de Reserva del PerúElaboración: MINCETUR/ VMT-Of. General de Investigación y Facilitación TurísticaNota: Incluye los rubros viajes y transportes de pasajeros de la Balanza de Servicios• Información elaborada a setiembre de 2008

figure 32

Fuente: INEI / Elaboración MINCETUR/VMT- Of. General de Investigación y Facilitación Turística Nota: Las actividades que generan más empleo en los servicios de turismo son restaurante, entretenimiento y transportes.

Figure 33

Actividades 2002 2003 2004 2005 2006Agricultura, Caza y Silvic. 370,564 353,439 416,386 393,127 472,445Pesca 245 214 170 312 334Mineria 9,362 53,747 303,614 392,468 426,298Manufactura 382,571 409,718 455,506 455,735 493,277Electricidad y Agua 68,470 74,112 79,508 83,961 85,589Construccion 210,592 229,185 262,955 348,378 434,445Comercio, Resturantes y Hoteles 606,988 631,421 663,725 703,486 774,014Transportes y Comunicaciones 190,777 201,125 212,895 230,974 243,448Servicios Gubernamentales 223,555 239,747 262,639 285,673 314,371Otros Servicios 432,615 457,554 486,192 516,682 548,492Total Valor Agregado Bruto 2,495,739 2,650,262 3,143,590 3,410,796 3,792,713

Valor Agregado Bruto, Segun Actividades EconomicasValores a Precios Constantes de 1994

(miles de nuevos soles)

Fuente: INEI-Dirección Nacional de Cuentas Nacionales (preliminares y estimados) Elaboración propiafigure 34

56

Fuente: INEI-Dirección Nacional de Cuentas NacionalesElaboración propia

figure 35

(EEUU, EUROPA, JAPON, ETC. )Servicio Modelo u

Organización de Mercado

Características u Comentarios

Tren: Perú Rail Monopolio Natural Tradicional

Actividades con fuertes impactos al medio ambiente.

CONSETUR Cartel Monopolístico Actividades con fuertes impactos al medio ambiente.

Hoteles 4 y 5 Estrellas Oligopolio. Se aproxima a Modelo de Chamberlin.

Tanto en ciudad del Cusco como en circuito de Valle Sagrado y los aledaños a ciudadela de Machupicchu (que son contaminantes o con externalidad negativa)

Transporte Aéreo LAN: Oligopolio: versión próxima a Liderazgo de Precios

También habría características de Cartel Monopolístico.

Quintas, Restaurantes y Bares Competencia Monopolística.

Impactan al medio ambiente

Bar de ciudadela, Santuary Lodge.

Monopolio Impactan al medio ambiente

57

chapter 5 Bibliography

Plan Qente, Plan estrategico regional de turismo, http://www.dirceturcusco.gob.pe/plan_qente/index.php, accessed 10 May 2009DIRCETUR, Impacto del turismo en la region Cusco, received 10 May 2009 from director of DIRCETUR

Cooper, tourism: principles and practice, 4th edition

DIRCETUR, Plan estrategico regional de comercio exterior y turismo de cusco 2004-2008

Prom Perú, Perfil del Turista de Aventura 2008, http://www.peru.info/s_ftoPublicaciones.asp?HidAccion=Grupo&HidId=2&ic=1&SubTipo_ZP=1 , accessed on 29.02.09

Prom Perú, Perfil del Turista Extranjero 2007, http://www.peru.info/s_ftoPublicaciones.asp?HidAccion=Grupo&HidId=2&ic=1&SubTipo_ZP=1 , accessed on 29.02.09

Prom Perú, Perfil del Turista Rural Comunitario 2008, http://www.peru.info/s_ftoPublicaciones.asp?HidAccion=Grupo&HidId=2&ic=1&SubTipo_ZP=1 , accessed on 29.02.09

Prom Perú, Nivel de Satisfacción del Turista Extranjero 2006, http://www.peru.info/s_ftoPublicaciones.asp?HidAccion=Grupo&HidId=2&ic=1&SubTipo_ZP=1 , accessed on 29.02.09

Prom Perú, Perfil del Vacacionista Nacional 2007,http://www.peru.info/s_ftoPublicaciones.asp?HidAccion=Grupo&HidId=2&ic=1&SubTipo_ZP=1 , accessed on 29.02.09

Prom Perú, Perfil del Turista Cultural 2007,http://www.peru.info/s_ftoPublicaciones.asp?HidAccion=Grupo&HidId=2&ic=1&SubTipo_ZP=1 , accessed on 29.02.09

El Comercio.com.pe, Cusco pasará el millión de turistas a fin de año, http://www.elcomercio.com.pe/edicionimpresa/html/2008-11-28/cusco-pasara-millon-turistas-fin-ano.html, accessed 26.03.09

Mintel Oxygen, Travel and Tourism – Peru – November 2006, NHTV Database, accessed 03.03.09

author unknown, Peru Travel Report, http://travel.booklocker.com/2005/06/27/peru-travel-report/, accessed on 17.02.09

DIRCETUR, Indice Mesual, http://www.dirceturcusco.gob.pe/estadistica/estadistica.php, accessed on 20.02.09

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chapter 6 Appendices

tourism product Cusco - complete

Province of Acomayo

Natural sites Four lakes , , , Pomacanchi Acopía Asnacocha Pampamarca

Folklore Religious Festivals and Dances

Cultural manifistation of the past

Waqrapucara

Province of Anta

Cultural manifistation of the past

Archaeological remains of

Tarahuasi

, Temple of Huarocondo Temple of Pucyura

Folklore Dances Quchuy en Pucyura

Province of Calca

Natural sites Hot springs , Aguas Termales de Machacancha Aguas Termales de Minas Mocco

Cultural manifistation of the past

, Complex of Huchuy Qosqo Complex of Uno Urco

Folklore ,Religious festivals dances and

artisana

District of Pisac

Cultural manifistation of the past

Fortress of Pisac

Folklore ,Handicraft market ,religious festivals

dances and fairs

Province of Canas

Natural sites Lake Langui Layo

District of Langui

Folklore Religious festivals

District of Quehue

Natural sites Caves of Kàrañawi

59

Cultural manifistetion of the past

Bridge of Qeswachaca

Folklore Religious Festivals

District of Tupac Amaru

Cultural manifestation of the past

Church of Tangasuca

Folklore Religious Festivals

Province of Canchis

District of Checacupe

Cultural manifestation of the past

Church of Checacupe

Folklore Religious festivals

District of San Pablo

Cultural manifestation of the past

Church of San Pablo

Folklore ,Religious festivals dances and

artisana

Disctricto of San Pedro

Natural sites Hot springs Aguas Termanales of San Pedro

Cultural manifestation of the past

, Temple church , Templo de Wiracocha Iglesia de Raqchi

Folklore ,Religious festivals , dances artisana

District of Sicuani

Cultural manifestation of the past

Church of Tinta

Folklore Religious festivals and dances

Province of Cusco

Natural sites ,Mountain chains -snow covered

( )Cerro Pukamogo place for observation ( )Cordillera de Vilcabamba trekking

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, mountains ( )Nevado Vilcanota trekking Nevado de Ausangate

District of Cusco

Cultural manifestation of the past

Ciudad del Cusco ( )Amarucancha archaeological remains

( )Koricancha temple ( )Hatún rumiyoc street with twenlve angle stone

( )Colcampata colonial mansion ( )Sapantiana big stones

( )Mesa Redonda place ( )Accllawasi palace of the Vrigen of the Sun

( )Hatunrumiyoc twelve angle stone ( )Sacsayhuaman huge stone ruins ( )Tambochamay baths of the Inca

( )Quenco archaeological sites ( )Puka Pukara “Red Fort”

( )Kusilluchayoc Temple of the Moon Salon Puncu

( )Lanlacuyoc prominent rock profuesly carved ( )La Catedral Cathedral in Cusco

( )Iglesia de la Compañía church ( )Iglesia de la Merced church ( )Iglesia San Blas church ( )Museo de la Universidad San Antonio museum

( Casa del Almirante Colonial mansion with )painted facade

( )Museo de Arte Religioso museum ( )Museo de la Casa del Inca Inca musuem

( )Gracilaso avenue ( )Museo Santa Catalina museum ( )Museo de la Casa Cabrera museum ( )Iglesia Santa Teresa church ( )Iglesia Santa Clara church ( )Iglesia de Santo Domingo church ( )Iglesia de San Pedro church

( )Convento de San Antonio de Abad monastery ( )Iglesia Belén church

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( )Iglesia de la Almudena church ( )Iglesia de Santa Catalina church ( )Iglesia de San Francisco church ( )Iglesia San Cristóbal church ( )Iglesia y Convento las Nazarenas church ( )Casona San Bernardo mansion

( )Casa del Márquez de Valleumbroso house ( )Casa Kusicancha house ( )Casa Marques de Concha house ( )Casa de Garcilaso house ( )Casa de los Cuatro Bustos house ( )Casa de los Pumas house Casa Clorinda Matto de Turner

Folklore Religious festivals ,and dances

,artisania ,traditional food

fairs

Event , Inti Raymi Huarachico

District of Santiago

Cultural manifestation of the past

Church of Santiago

District of San Jerónimo

Cultural manifestation of the past

Religious festivials Church of San Jerónimo

Events Gastronimical festival

District of San Sebastián

Cultural manifestation of the past

, Church of San Sebastián archaeological sites of Quebrada de Tambillo

District of Ccorca

Cultural manifestation of the past

( )Petroglyph wall paintings

Province of Chumbivilcas District of Santo Tomás

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Natural sites Hot springs Aguas termales Qoñiuno

Cultural manifestation of the past

Church Santo Tomás

Folklore ,Religious festivals , , dances arisanie y typical meals

Province of Espinar Distrito Coporaque

Cultural manifestation of the past

, 'Church Coporaque ruins of Maulk allacta

( )District of Espinar Yauri

Cultural manifestation of the past

, Archaeological complex of Kanamarca temple of Yauri

Folklore ,Religious festivals , ,dances artisania

traditional festival 'of K anamarca

District of Suykutambo

Cultural manifestation of the past

Archaeological remains of Fortress María

Province of La Convención ( )District of Santa Ana Quillabamba

Natural sites , ( )Sambaray Pongo de Mainique Echarate

Cultural manifestation of the past

Grupo arqueológico de Espíritu Pampa ( ), Vilcabamba Grup arqueológico de Ñusta

( ), Hispana Vilcabamba Grupo arqueológico de ( )Choquekirao Vilcabamba

Provincia de Paruro Distrito de Paruro

Natural sites Cusibamba

Cultural manifestation of the past

Church of Paruro

Folklore ,Religious festivals , dances artisan

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District of Paccarectambo

Cultural manifestation of the past

Cave , ,Cueva de Tampu Togo Ruins of Mauca Llacta Ruins of Puma orgo

Folklore Religious festivals

Province of Paucartambo District of Paucartambo

Natural sites Tres cruces de oro

Cultural manifestation of the past

, Church of Paucartambo Puente Carlos III

Folklore ,Religious festivals traditional dances

Province of Quispicanchi District Andahuaylillas

Cultural manifestation of the past

Church of Andahuaylillas

Folklore Religious festivals

District of Huaro

Cultural manifestation of the past

, Church of Huaro Chapel of Kaninkunka

Folklore Religious festivals

District of Lucre

Natural sites Lake Laguna de Huacarpay

Cultural manifestation of the past

, Archaeological sites of Rumicolca sites of Pikillacta

Folklore Religious festivals

District of Oropesa

Cultural manifestation of the past

, Church of Oropesa archaeological site of Tipón

Folklore Religious festivals

District of Urcos

Natural sites Lake Laguna de Urcos

Cultural manifestation of Church of Urcos

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the past

Folklore Religious festivals

Province of Urubamba District of Chinchero

Cultural manifestation of the past

Church of Chinchero

Folklore ,Religious festivals , dances artisan

District of Machupicchu

Natural sites Hot springs , Aguas Termales de Machupicchu Santuario , Histórico de Machupicchu Mirador de Putucusi

Cultural manifestation of the past

, Fortress of Machupicchu Inca culture

District of Maras

Natural sites Lake Laguna de Huaypo

Cultural manifestation of the past

, Church of Tiobamba archaeological sites of , Moray Salineras de maras

Folklore Religious and traditional festivals

District of Ollantaytambo

Cultural manifestation of the past

Archaeological sites of Ollantaytambo

Folklore Religious festivals

District of Urubamba

Natural sites River ( ), Cordillera de Urubamba trekking Río de ( , )Vilcanota rafting canoeing

Folklore ,Religious festivals dances and artisan

District of Yucay

Natural sites Natural resort Reserva Natural de Yanacocha

Cultural manifestation of the past

Kancha de Sauri Tupac

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Directorio de Agencias Autorizadas – Exel.file

Directorio de Hospedajes Clasificados – Exel.file

Directorio de Hospedajes No Clasificados – Exel.file

Directorio de restaurantes Clasificados – Exel.file

Directorio de restaurantes No clasificados – Exel.file

Peru Rail - http://www.perurail.com

Prices and Routes for missing services can be looked up at the website.

The Vistadomes and the Backpackers (check website )

The Andean Explorer

PRICE PER ONE WAY TRIP

From 1st January to 31th March 2009

Cuzco - Puno (Lake Titicaca)

Puno (Lake Titicaca) - Cusco

WHAT'S INCLUDED

Lunch and afternoon tea are included on the train ticket. Restaurant and Bar service is

available at an additional cost.

Service Dates:

November - March: Trains run Monday, Wednesday, Saturday

April – October: Trains run on Monday, Wednesday, Friday and Saturday

Starting April 1st 2009, the Andean Explorer price will be US$ 220 for a one way ticket.

The Hiram Bingham

RATES 2009

From 1st January to 31st December 2009

Price: US$ 588/ 1881.60 Soles s/.(Round trip price)

WHAT'S INCLUDED

On-board meals with Peruvian wine, cusqueña Beer, soft drinks and hot drinks (brunch on

outward journey, dinner on return), on-board entertainment, guides, bus transfers, entrance to

the Machu Picchu sanctuary and afternoon tea at Machu Picchu Sanctuary Lodge, pre-dinner

cocktails.

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CCS Appendix

Reactions to the story – Peruvian way of Life

Natasja Merkx 070797 Explore Namibia cc Namibia, Africa

First of all, Im terribly sorry that it took me so long to reply to you. I still had some trouble with some resits at school, and I am leaving myself for Namibia this sunday, so I was pretty busy! But anyways, I have looked at your story and this is my analysis: I really love the fact that you are in Peru right now, I have lived in Quito, Ecuador for 6 months myself, and I loved South America! I know it are two different countries, but still with very similar cultures. I recognize the part where you write when you enter Peru, where you hear a lot of Spanish, which is at first not understandable AT all! :) (for me, I got stood up in a Spanish-speeking meeting just when I arrived!) I also recognize the way how you are welcomed with your Peruvian family. The people are so guest-free, and so warm and friendly, it is really nice to get such a warm welcome in a country where you have never been before. It is such amazing thing, because most of the people in Peru (and Ecuador) do not have a lot of money, but they are still as welcoming as can be. That is really special I guess. Although I did not got the impression that your hostfamily is very poor. (they have a housekeeper, two children are studying, etc.) What I also noticed, was the enthusiasm they have of their own city, Cusco, by giving you a private tour. This also tells someting about the family themself, because they really want to share their ideas about Cusco, and bring this same enthusiasm over to you. Which probably worked, noticing in the way you write about Cusco. It is remarkable that you had so much trouble with the high altitude of 3400 meters. Quito is at 2850 meters, and it never bothered me, unless I climed the stares! Maybe because Cusco is even higher, and it differs per person. But it is interesting to read. But in the end, I really liked your story, because it is very interesting and nice to read, and it reminds me about my arrival in Quito, 2 years ago. I really hope you are more lucky with your hostfamily than I was, I also stayed in a hostfamily in Quito, and I had kind of a very bad experience. The mother of my hostfamily seemed to be very nice, but in the end, she succeeded to stole $120 from me, which was such a pity, because I couldnt trust her anymore, so I lived in a hostel for the rest of my stay in Ecuador. Which was also nice, but it was not such a nice experience. But your host family sounds already much better than mine! :) I hope my analysis helps you a little. If you have questions or want to know more, you can always email me.

Benjamin Hoofs 060121 Travel Foundation Nederland Netherlands, Europe

I can really feel that you were overwhelmed upon your arrival in Cusco! So many new impressions, so much natural beauty and, most importantly, such a nice new family! One question that immediately arises is: are you staying with them for the next 27 weeks? I mean, are you really going to be part of their ‘family’ during your placement period, or was it just their way of showing their hospitality, friendliness and respect towards you?

Your story comprehensibly describes how you have been put from your life in the Netherlands and Germany to a totally different setting in Peru. Taking the plane, being in the ‘bubble’ of travelling, mind set to nothing and then, upon arrival, instantly being absorbed by a different culture. Still in your own world you perceive a lot.. but you are tired and you do not absorb everything anymore. I can imagine that such a welcome must have been a huge, pleasant surprise to get you out of your ‘bubble’! Obviously the people in Violeta’s family are curious to meet you and very excited about your presence. What I know from South-American – and maybe also Spanish – culture (which is not a lot by the way), is that these people are very easy-going and open-minded. The well-known ‘mañana-mentality’ is obviously present in this culture. This is probably why you were welcomed with so much friendliness. What does not

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come today, will come tomorrow, and if not, it will come sometime later. I think it is the same with people: whoever I meet today, I will talk to, whoever I will meet tomorrow, I will see then.., but everybody is welcome. I think this is totally different from what we are used to as Europeans, and it might take some time to get used to. Between the lines I can read that you really like this new culture, that you feel happy and that you are looking forward to the coming 27 weeks of placement.

Susanne Geenen 060922 Ecotourism Australia Australia, Oceania

Reflections on values and beliefs

The South American way of life seems to be significantly different from ours in Western Europe. From Arthurs story I would say that family is held in high regards. Their hospitality could be part of their beliefs to do good for another and be rewarded later on in life or it comes naturally, you can never be sure. I have to say that I cannot really relate to Arthurs story myself since I did not really experience culture shock or really big differences in my way of life when I left for Australia, however making someone feel welcome is something that almost all countries around the world have in common. Maybe it’s a mothers instinct to help someone who is completely foreign to everything around them, or just wanting a guest to feel at home, I know that my host family was very keen on getting to know me and make me feel comfortable in their home. Or maybe its part of every culture to make guests feel welcome.

Reflections on the behaviour of people involved.Travelling so many hours after another would exhaust everyone, but when you fall asleep you experience culture shock every time you wake up and find yourself in a completely different situation. One moment your in a bus, the next on in a crowded bus station, a completely different world.

It seems to me that if you are not used to hearing Spanish the entire day and then all of a sudden it’s the language you have to use because they do not speak English very well you feel very lost the first days. Trying to find a rhythm and learn new words and Peruvian figures of speech.

I have always heard that South American people are very hospitable and Arthurs story seems to confirm that belief. They are keen on showing him around and make him feel welcome and at home and introducing him to the family seems their way of welcoming him into the family.

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Article 1

Article 2

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Article 3

interviewed people at the destination

Violeta Dueñas, company supervisor

Aldo Manga, dentist and jura student

Ingrid Melendez, jura student and daugher of Violeta

Angela Melendez, doctor and daughter of Violeta

Christian Dueñas, medicine student and cousin of Violeta

Antonio Melendez, Geology professor at state university San Antonio in Cusco

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Interview Questions for DIRCETUR

General Planning/ Planeamiento General

The relation between tourism planning, land use, economic planning, socio-cultural planning. How are the responsibilities divided between these various planning segments and how do these segments interact? How is the planning structured and organized?

La relation entre planeamiento de turismo, uso del terreno, planeamiento economico, planeamiento socio cultural. Como estan dividiendo las responsabilidades entre estos segmentos de planeamiento y como interactuan estos segmentos. Como es el planeamiento de structura y de organización?

DIRCETUR

What is the legal basis for DIRCETUR?is it a ministry or a part of a ministry?is it a public/ private organisation or is there a slightly different legal organizational structure? So what is the legal status of DIRCETUR?

What is the official goal of DIRCETUR?What is the main task of DIRCETUR?What is the annual budget of DIRCETUR, how is it spend and who contributes to this budget (government or tourism sector or both and how much?)

Qué es la base legal de DIRCETUR?Es un ministerio o parte del minsterio?Es una organización publica o privada?Cual es el status legal de DIRCETUR?

Cual es la meta oficial de DIRCETUR? Cual es el principal objectivo de DIRCETUR?Cual es el quehacer principal de DIRCETUR?Cual es el presupuesto anual de DIRCETUR? Como se gasta y quien contribue a este presupuesto? (el gobierno o actividad turistica o ambos? Cuando?)

Past and Present Tourism development/

what are the motivations and interests of different actors involved in the tourism sector?What is the role of the different actors in the development process?What are the future plans for further developments?To what extent has the development of tourism been planned? Explain the different phases of the development process.

Cuales son las motivaciónes e intereses de los actores diferentes, quienes estan participando en turismo?Cual es la función de los actores diferentes en el proceso desarrollo?Cuales son los planos futuros para más desarrollo?Hasta que extension se ha planeado el desarrollo de turismo? Explice las fases differentes sobre el proceso desarrollo./ Cual es el alcance planeado del desarrollo de turismo?

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Interview with Richard Atausinchi, Director of tourism quality projects in Cusco.

richard@dirceturcusco.gob.pe

Jefé de proyecto calidad turistica del Cusco

DIRCETURNo es un ministerio, Pero es parte del ministerio del commercio exterior y turismo del Peru. Es una institution publica. Dircetur partenece normativamente, las normas, vienen del ministerio de Lima (Mincetur). En Lima el turismo es a nivel nacional. Nosotros aplicamos las normas de Lima (Cusco), DIRCETUR aplica las normas . Pero administrativamente la parte financiera depende del gobierno del Cusco. la parte financiero tenemos del gobierno regional del Cusco.

Que hace Dircetur?Como dependemos del ministerio normativamente, tema legal, ley, reglamento, Dircetur cumple la funcion de que?, promocion del turismo, ente normativo rector de la actividad turistica ...? el que revisa hoteles, restaurantes, ...promocionar el desarrollo turistico.En terminos generales es eso lo que hace DIRCETUR.Direcion regional del commercio exterior turistico.

El presupuesto annual es al rededor de 1.600.000 Soles. De lima nos transfieren algo de 6.000 soles. 1.560.000 (aporte del gobierno regional cusco) y 40.000 soles es mas o menos del ministerio.

De donde viene este dinero? Mayor parte de Boleto Turistico, algunos recursos directamente recaudados de tasas (impuestos), certificados de agencias, hoteles.

Hay otras instuticiones u organizaciones que hacen el desarollo del turismo, no solo Dircetur, cual es la relacion entre esas instituciones?

El desarrollo del turismo esta a cargo Nacional Ministerio de commercio exterior y turismo. Esa entidad es la que de algunas formas da los alineamientos para hacer desarrollo turistico del Peru. Ministerio del commercio exterior y turismo para hacer el desarrollo del turismo. Lo mismo que hace Dircetur, desarrollo turistico, la normatividad, promocion, MINCETUR, lo hace a nivel nacional, Lima.

Aqui en cusco,quienes participan en tema del desarrollo turistico hay diferentes institutiones, Gobierno regional cusco atraves su gerencia de desarrollo economico. Tambien hay un proyecto especial que se llama “Planco Copesco” este proyecto es un proyecto especial que esta a cargo de desarrollar toda la infrastructura turistica en la region. Todo que tenga que ver con la construction con turismo, solo infrastructura de accesos, acondicionamiento en tema publico puestos en refaccion (carreteras, iglesias,monumentos)No hay intervencion en hoteles, o restaurantes, del estado. El estado no construye hoteles, ese tipo de cosas. Pero restauracion de inglesias, hacer los atractivos archeologicos. Luego, Dircetur, interviene como instancia del desarrollo turistico atravez proyectos, capacitaciones al factores del turismo, trabajadores del turismo, Lo que a hecho Dircetur para el futuro es un plan estrategico regional del turismo denominado “Pertur” eso es que se ha hecho ahora. El plan es hasta 2020 con los lineamientos de turismo, desarrollo turistico, programmas, proyectos” Planqente” (Quente en quechua “bird”picaflor).

Dircetur es el mas importante en el sector turismo en Cusco.

Estas institutiones publicas, del estado

Hay instituciones privadas. ongs

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CBC http://www.cbc.org.pe/ , Centro Bartolomé de Las Casas, Arariwa ? Centro de fromacion para la actividad de turismo cenfopas

huaman poma de Ayala?

OGD !! organizacion de gestion de destinos con participacion publico y privado, en este espacio se encuentran funciones publicos y privados para coordinar los proyectos turisticos, recien esta funcionando, se implemientado el año pasado.

Otro INRENA publico, al medio ambiente y environmental, en cargo al la conservacion del Machupicchu, Sacsahuaman, de todos. De areas protegicas INC instituto nacional de cultura.

Como es la comunicacion entre las instituciones?

Hay un problema!

En Peru no hay una ley general, o una instuticion que se encarge de dirigir la actividad de turistica. Mincetur y Dircetur no tienen todas los facultades para intervenir en el medio ambiente. No cordinan muchas cosas. En algunos casos hay tambien alguna duplicidad de actividades, hacen lo mismo. Es desarrollo del turismo esta en algunas institucionesEl tema de normatividad, solo Dircetur da permisso a hoteles a agencias restaurant transporte turistico.

En el tema de politicas, lineamientos, eso es el problema. Por ejemplo Dircetur no puede hacer nada en direccion de Machupicchu, para que de INC. Pero debería estar posible.

La idea es OGD y la otro es el plan. Planquente. Para solucionar todos estos problemas, cordinar todas las organisaciones. Cordinar en un solo horizonte. Con una solo instancia es la idea del plan.

A parte de estos hay associaciones, por ejemplo

la Cartu , camera regional de turismo.

Caretur-agotur- guias egresados del instituto tupac amaruProgatur- guias egresantes de institutosColitur – colegio de licenciados de turismo

Impactos ambientales:

en varias zonas, el impacto ambiental es terrible. Valle sagrado, por ejemplo, el tema de casas de la construcion de edeficios sin planeacion, la basura, contaminacion, tema visual, letreros, por ejemplo propagandas del producto, coca cola es mas grande y a lado es bien venido a pisac.

Hablar con INRENA, deben tener informaciones. Magisterio

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