Aug 20, 2024
If I had to choose one word to describe Peru, it would be - surprise. While many people might be familiar with Peru’s rich cultural heritage, its historical landmarks, or even its gastronomic reputation, many facets of this country remain hidden gems. For instance, did you know that Peru cultivates over 2,200 types of potatoes? This was news to me, as were many other facts about this diverse and dynamic country.
Peru is not only renowned for its culinary excellence but also plays a significant role in agriculture and the global economy, particularly with its burgeoning lithium reserves. Although Bolivia, Argentina, and Chile currently lead Latin America in lithium production, Peru is positioning itself as a key player, attracting substantial investment that is likely to boost the country's economic development in the coming years.
During my visit to Lima, the capital city, I discovered that it is composed of 43 districts, each with its own mayor and elected officials. This structure ensures that each district is managed with a focus on local needs and characteristics. We were warmly welcomed by the Mayor of the Miraflores district, where we enjoyed a delightful reception at the Municipal Palace of Miraflores. This experience was a wonderful introduction to the hospitality and warmth that Peruvians are known for.
A Feast for the Senses: Gastronomy as a Value Proposition
Peru’s hospitality is matched only by its extraordinary cuisine, which plays a crucial role in its business events value proposition. The country's culinary offerings are not just a treat for the palate but are deeply embedded in its cultural identity. During my stay, I had the pleasure of tasting a wide array of traditional dishes, from the famed ceviche — a refreshing dish of raw, marinated fish — to chicharrónes, crispy pork rinds that are impossible to resist. The stuffed rocoto peppers and the dessert picarones, a type of doughnut made with squash and sweet potato, were particular highlights. Picarones are often served with a fig syrup, adding a sweet conclusion to a savory meal.
And who could forget the iconic Pisco Sour? Made with Pisco, a grape-based spirit, this cocktail is both potent and delicious. However, a word of caution — due to its high alcohol content, one or two is usually enough to satisfy!
You might wonder why I’m spending so much time talking about food. It’s because gastronomy is not just a part of Peru’s culture — it’s a central element of its business events and tourism strategy. This was emphasized during the welcome reception and reiterated by the Vice Minister of Tourism, Madeleine Burns Vidaurrazaga, during the opening of the COCAL event. She highlighted that creative economies, cultural heritage, and gastronomy are key drivers of Peru's sustainable tourism growth. Her statement, "Business is done in an environment of trust," resonated with me deeply. In Peru, trust is often built over a shared meal, making food a vital component of business relationships.
Learning from COCAL: Balancing Choices and Neuroscience
The first day of the COCAL event was centered around the unique DNA of destinations that deliver exceptional experiences. A series of expert sessions covered topics ranging from event design to neuroscience and sales strategies. One particularly striking insight was the concept of choice overload — the idea that providing too many options can overwhelm the human brain. As business events professionals, we often fall into the trap of offering numerous choices in an attempt to please everyone. However, the advice from the speaker was to simplify choices, offering just three options: one that appeals to reason, one that tugs at emotions, and one that resonates with the more instinctual, reptilian part of the brain. This approach can help create more effective and memorable experiences for attendees.
Listening, Authenticity, and Human Connections
The afternoon sessions brought more valuable insights, focusing on the art of listening and the importance of authenticity in delivering unique experiences. Juan Fernando Rubio highlighted that meetings are a combination of passion, authenticity, emotion, connection, and significance — all of which contribute to positive change and impact. These elements struck a chord with me, as they resonate with the core of what we aim to achieve in the meetings and events industry.
Listening to clients emerged as a recurring theme throughout the event, as did the importance of sustainability, gastronomy, and learning from other industries. A particularly interesting perspective came from a TV producer who drew parallels between the entertainment and meetings industries. His discussion on anticipating challenges, thinking on your feet, and having a plan B was a reminder of the dynamic nature of both fields.
Key Takeaways and Future Opportunities
Several key messages stood out during the event, reinforcing ideas that are crucial to our industry:
Value Beyond Budget: While budgets are important, delivering value is key to ensuring that delegates return year after year. Associations that have not yet focused on this aspect should prioritize it.
Sustainability is a Journey: It’s important to remember that sustainability is an ongoing process, not a final destination.
Planning is Crucial: Without a clear plan, it’s impossible to implement effective policies or bring about meaningful change.
Infrastructure and High-Profile Events: Hosting high-profile sports events can significantly boost a destination’s infrastructure and increase its attractiveness to other businesses.
The Economic Impact of Business Events: Data presented at the event showed that 40% of business travelers to Peru return as tourists. In Sydney, an even more impressive 86% of business travelers returned as tourists—a model that many destinations could learn from.
Marketing Strategy: Having a well-defined marketing strategy that includes measurement and tracking is essential.
Identifying the Right Clients: Not all business is good business. It’s important to focus on attracting clients that align with your goals and values.
Crennovate: A clever blend of create and innovate, this term encapsulates the spirit of innovation that we should strive for.
Investing in Human Capital: To stay competitive, you need a strong team. Providing ongoing training and global insights is key to building and maintaining that strength.
Reflections and Looking Ahead
The COCAL event was incredibly valuable, offering insights not just from within our industry but from other sectors as well. This cross-industry learning is something I believe we should embrace more in the future. However, I hope that future events will be more daring in their design. Sitting in a classroom-style setup for two days straight is not my idea of an engaging event experience — perhaps a cultural shift towards more interactive formats could be considered.
Beyond the event itself, I was struck by the association landscape in Peru. Like many other countries in Latin America, associations here are often volunteer-run and highly specialized. Yet, associations' role is vital to society's sustainable growth, driving innovation, setting standards, and addressing critical issues. Strengthening the association community globally, especially in regions where professional management is still developing, is something we should all support.
Conclusion
My first visit to Peru has left me with a deep appreciation for its culture, its people, and its potential within the meetings industry. The opportunities and responsibilities we have as professionals in this field are vast. I hope this snapshot of my experience will inspire others to explore the possibilities that Peru — and indeed all of Latin America — offers.
Peru has certainly earned a place on my bucket list, and I look forward to returning, not just for the incredible food but for the meaningful connections and insights that the country has to offer.
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