VIVE ANCASH: how to innovate tourism in a region
Ancash is a traditionally tourist region, due to the presence of the Cordillera Blanca, the largest snowy tropical mountain range in the world (200 km). It has 722 individual glaciers and about 600 lagoons. However, the tourist offer has been limited to only a few places and has forgotten another of the unique characteristics of Ancash: the distance between the snow and the beaches of the Pacific Ocean is not more than 100 km.
With the intention of innovating this offer and making the tourists stay longer than the 5 days that currently they remain in the region, between September 21st and October 1st, the VIVE ANCASH tour package was tested, full of experiential tourism and cultural-archaeological wealth.
With the support of the CISAL program, the district municipalities of Independencia and Tarica (Ancash, Peru), entrepreneurs and communities in the region, led the construction of VIVE ANCASH, seeking to boost local economic development. Two Canadian experts experienced the VIVE ANCASH package, to provide technical assistance and adjust the package offered to an external tourist demand.
«As a local government we are interested in promoting tourism and we realized that when the private sector is involved, there is more sustainability and better results. That’s why we got together to create this VIVE ANCASH package. Our role, as a public institution, is to generate the right conditions regarding public services or access, help formalize entrepreneurs, among others. And because the challenge is big, it is better to join with other municipalities to seek joint solutions, «shared Rocío Díaz, Deputy Manager of Tourism of the district municipality of Independencia.
Ian Wood, Director of Economic Development and Meredith Armstrong, Manager of Tourism and Culture of the City of Sudbury in Ontario, Canada, were accompanied by mayors and councillors of Independencia and Taricá during the nine-day tour that included farming communities, markets , local festivals, sites and archaeological museums and beaches on the Pacific coast.
Some great lessons from this mission: the experience can be developed much more, valuing traditions and customs that are unique in the region. Also, improving access roads is one of the tasks of local governments that need to be addressed. It is important to train communities to welcome tourists, building and socializing the region’s stories and history, legends and vision of the future.
With these adjustments, municipalities and entrepreneurs decided to market VIVE ANCASH as of 2018.