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Branding sustainable tourism for a country

Situation

The national tourism office of Peru wanted to promote the many sustainable tourism initiatives taking place in the country.

Insight

Potential travelers and other key stakeholders are becoming increasingly interested in a destination’s sustainability efforts.

Solution

We created a sustainable tourism content brand, Pachamama (Quecha for “Mother Earth). The content presented under the Pachamama umbrella defines sustainable tourism, highlights various initiatives and invites visitor participation—all through a uniquely Peruvian lens.

We have developed Pachamama content (found on YourPerfectPeru.com) incorporating input from a variety of partners including tour operators, NGOs and commercial brands.