In this context, Travel2latam spoke with Lucrecia Lafora, Director of the destination brand “Lima, Ciudad de los Reyes”.
What can you tell us about the destination brand?
We are a public office belonging to the Municipality of Lima, which on this occasion is hosting this edition of the Peru Travel Mart.
The intention of creating the Lima, Ciudad de los Reyes brand is to promote tourism in the historic center of Lima and attract investments in tourism, seeing the positioning of the historic center as a hub for tourism activity in Lima.
What would be the most popular tourist products in the city of Lima?
Lima's historic center is home to many tourist attractions, especially those of a cultural, gastronomic and architectural nature. It stands out for its authenticity because it is a viceregal Lima that still preserves architecture from that period, but it is also visible how it has evolved and adapted according to the different colonization and migration movements that Lima has had. All of this can be seen in its historic center, along with the influence of religion, through the many churches, convents and cathedrals.
In Lima, the viceregal and republican parts coexist in harmony. It is very beautiful and authentic, which makes it a very different city from others.
What are the highlights to visit?
The highlights are, of course, convents such as Santo Domingo, which is the venue for the opening cocktail of Peru Travel Mart, and the cathedral of Lima, which is very close to the Government Palace in the Plaza Mayor. Then we have the theaters. Lima Centro Histórico is home to two theaters, the Municipal and the Segura theater, which contain a lot of history. There are also houses and galleries with very varied art exhibits, such as the Casa de la Cultura Criolla, where the origins of the fusion of Peruvian music with our Afro influences can be found.
So it is very varied, there are convents, churches, galleries, mansions. Then there are also plazas and parks. Plaza San Martín is an icon within the historic center, with properties such as the Hotel Bolívar that are part of the history of Peru.
How are you promoting Lima's Historic Center?
We are currently working in coordination with the foreign trade offices managed by the Ministry of Tourism, strengthening the knowledge that our people have regarding how Lima has changed, the new attractions and what is coming to the tourist offer, and we are also looking to participate as co-exhibitors with the Peruvian delegations in international fairs, traveling as a destination brand.
Does Lima also have another organization that represents it?
Regarding the historic center, it is only us. As Metropolitan Lima, there is a whole generation in charge of its management, but as a destination brand, we are the only ones.
Which countries do you receive visitors from mainly?
We have a record of income mainly from the American market, also a lot from the Anglo-Saxon market, followed by the European one. Visitors arrive from France and Germany. The Asian market is growing, more are coming and staying. Specific efforts are being made in Asia. But above all there is tourism from North America and of course from Latin America.
What tools do you use to provide information to tourists about the historic center?
We have different channels to provide information. In principle, the travel agency has specific information about the historic center and we make sure of that. We also have social networks, the Instagram @lima.ciudaddelosreyes, which tells about the possibilities of upcoming visits. In addition, at the end of the year we will be enabling our website where the different possible activities will be, with schedules, location, possibility of buying tickets, etc.
We also have tourist information and assistance points in the historic center. We have four booths at specific points with trained personnel who guide tourists, provide maps, inform them about which attractions to visit, where to go, and how to make the most of their time.
What is the oldest place in this district of Lima?
There are several places and neighborhoods. Barrios Altos and the Huacho area are very old. Lima was founded in 1535, so that is where the growth of Lima as a city began.
From there it began to grow and developed in stages in an orderly manner. It then responded to phenomena such as migration, which settled around the city, leaving its features that can be appreciated.
Regarding the preservation of old buildings, is that exactly what you are working on?
Yes, the Lima, Ciudad de los Reyes brand belongs to a department called Prolima, which is an office in charge of planning, recovering and managing the historic centre. So they are responsible for adding value, restoring and intervening in heritage, recovering and maintaining it.