Positioning itself as an adventure destination is a priority for Peru, as the country’s northern regions are beginning to see more interest from UK tourists.

Speaking to Travel Weekly at World Travel Market, Elisabeth Hakim, incoming tourism coordinator North America & United Kingdom for Promperu, the country’s tourism body, said that Peru welcomes a lot of tourists who are seeking adventure.

“The British consumer is more adventurous,” she said. “And they value staying in a small hotel that’s family run.”

British tourists also have a higher spend, she added. “And they stay longer because they have longer vacations.”

The north of Peru is where these British tourists are likely to head, away from, or in addition to, the traditional Peruvian tourist destinations like Cusco and Machu Picchu.

The Amazon, which covers over half of the country’s area, is one place where tourists can enjoy the country’s outdoor activities.

But it’s not only there, according to Hakim. “In the desert you can go dune biking, you can go surfing on the coast, you can go up in the mountains and down the deepest canyons,” she said.

Peru’s marketing campaign ‘Peru, the richest country in the world’, which was launched at World Travel Market last year, aims to promote the country’s authentic cultural offerings and experiences.

The tourism body also offers agent training on their dedicated site, for UK agents to access resources and learn more about the country’s offerings.

The Travel Weekly team is reporting extensively from this year’s World Travel Market, stay up to date on our live blog and event microsite