Marketing plan arequipa

MARKETING PLAN - AREQUIPAMembers:

Chumacero, Krystel

Echeverria, Kathy

Ruiz, Aaron

Santander, Oskar

Tazo, Susan

SuperstructureThe actions to take in the destinations of Arequipa in the tourism sector will have to take into account the following stakeholders:

AREQUIPAPublicGerencia Regional de Comercio Exterior y Turismo (GRCETUR)Municipalidades con las áreas de cultura y turismoPublic –Private Organización de gestión de destino OGD Arequipa‐Autoridad Autónoma del Colca (AUTOCOLCA)Comité provincial de ArequipaOGD Valle de los VolcanesAssociations, committees, boards provincial, pluridistritales and district PrivateAHORA Asociación de Hoteles Restaurantes y Afines de AREQUIPA‐AVIT Asociación de Arequipa de Agencias de viaje y TurismoASGUIPA Asociación de Guías Profesionales de ArequipaADEGOPA Asociación de Guías Oficiales de ArequipaCOLITUR AREQUIPA Colegio de Licenciados en Turismo del Perú Consejo‐ ‐Regional ArequipaAGAR Asociación Gastronómica de Arequipa

b. Group of Customer International arrivals

Domestic arrivals

INTERNATIONAL ARRIVALS TO AREQUIPA, ACCORDING TO PER EXPENDITURE

Year Arrivals Var. Percent Tourist Per Expenditure Total Income

2006 1,720,746 20% 344,149 $1,626.00 $559,586,599

2007 1,916,400 11% 20% 383,280 $1,490.00 $571,087,200

2008 2,057,620 7% 20% 411,524 $1,518.00 $624,693,432

2009 2,139,961 4% 22% 470,791 $1,760.00 $828,592,899

2010 2,299,187 7% 14% 321,887 $1,738.00 $559,438,181

DOMESTIC MARKET IN AREQUIPA, ACCORDING TO PER EXPENDITURE

Year

Colca Santa Catalina

Per. Expenditure

Total Income

Total Income (S/.)Exchange

RateTotal

Income ($)

Tourist Var. Tourist Var. Colca Santa Catalina

2006 26,683 32,073 S/. 269.00 S/. 7,177,727.00S/. 8,627,637.00 S/. 7,902,682.00 3.275 $2,413,033

2007 31,288 17% 34,663 8% S/. 340.00 S/. 10,637,920.00S/. 11,785,420.00 S/. 11,211,670.00 3.129 $3,583,148

2008 38,458 23% 39,131 13% S/. 307.00 S/. 11,806,606.00S/. 12,013,217.00 S/. 11,909,911.50 2.926 $4,070,373

2009 48,082 25% 34,727 -11% S/. 309.00 S/. 14,857,338.00S/. 10,730,643.00 S/. 12,793,990.50 3.012 $4,247,673

2010 59,960 25% 43,534 25% S/. 506.00 S/. 30,339,760.00S/. 22,028,204.00 S/. 26,183,982.00 2.826 $9,265,386

Segmentation AnalysisINCOMING TOURISM

International Tourist 2 299 187

2 299 187

% visit Arequip 14% 321887% visit Monasterio Santa Catalina

57% (*) 183476

% visit Colca Valley 70% 225321 Per expediture in Peru 958 Nº of night in Peru 9 Per expediture each day in

Peru107

Nº of night in Arequipa 4 Per expediture in Arequipa 428

SEGMENTATION ANALYSIS

MOTIVATION

Visit Arequipa No visit Arequipa Total

Tourism, recreation and leisure 86% 276,823 48% 941,746 53% 1,218,569 COUNTRY OF RESIDENCE


U.S. 13% 41,845 19% 372,008 18% 413854 France 12% 38,626 2% 30,349 3% 68976 GENDER


MALE 54% 173,819 64% 1,274,669 63% 1448487.81 TOTAL 321,887 100% 1,977,300 100% 2299187 AGE Visit Arequipa No visit Arequipa Total 25-34 41% 131,974 29% 580,774 31% 712748 MARITAL STATUS


BACHELOR 56% 180,257 44% 877,369 46% 1057626 TOTAL 100% 321,887 100% 1,977,300 100% 2299187 EDUCATIONAL ATTAINMENT


UNIVERSITY 48% 154,506 42% 834,145 43% 988650 TOTAL 100% 321,887 100% 1,977,300 100% 2299187 OCCUPATION


STUDENT 16% 51,502 11% 224,401 12% 275902 TOTAL 100% 321,887 100% 1,977,300 100% 2299187 AVERAGE SPENDING


$ 2,500 more

22% 70,815 6% 113,120 8% 183935

TOTAL 100% 321,887 100% 1,977,300 100% 2299187 MODE TRIP TO PERU


WINE ON YOUR OWN

65% 209,227 10% 204,627 18% 413854

TOTAL 100% 321,887 100% 1,977,300 100% 2299187 TRAVEL GROUP FORMING


DIRECT GROUP FAMILY

33% 106,223 9% 169,680 12% 275902

TOTAL 100% 321,887 100% 1,977,300 100% 2299187 FREQUENCY OF VISIT TO PERU


FIRST TIME 82% 263,947 79% 1,552,410 79% 1816358 TOTAL 100% 321,887 100% 1,977,300 100% 2299187

Market trend without project

V. Main Competition Local competition Cusco - MachupichuPuno - The archeological site Inca UyoAncash – Huascaran National Park

• National CompetitionMexico – Monterrey: Potrero Chico Canyon and San Cristobal Canyon .

Documents

Marketing plan arequipa