The new campaign includes a 15-minute documentary about a group of Peruvians arriving in the Italian town of Loreto, with the aim of promoting the culture, cuisine, and attractions of its namesake in the South American country.

Yvan Vasquez, president of the Loreto region, said that about 222,000 domestic and foreign tourists visited Loreto in 2011 and they had predicted a 35 percent rise for this year.

"With the launch of this documentary we now expect a 50 percent increase in tourist arrivals," he told Andina news agency. "The Amazon Rainforest's status as one of the New Seven Wonders of Nature will also contribute to this growth."

Vasquez said he hopes the ‘Loreto, Italia’ campaign will also have a positive impact in terms of investment, especially in river cruise ships, restaurants and hotels.

(END) JCJ/JPC/RZZ/EEP