The hosting of the Dakar Rally 2018 will translate into a US$300-million advertising impact for Peru, Foreign Trade and Tourism Minister Eduardo Ferreyros projected on Tuesday.
As is known, the Andean country was chosen for the grand start of the world's hardest and most grueling race, taking place in Lima on January 6 next year.
Speaking during the presentation of the event, the government official highlighted the race's role in promoting the Inca nation's image worldwide.
In this sense, the Tourism Head estimated the rally will produce some 1,200 content hours, to air in 190 countries.
Such projections are supported by Peru's prior experiences as
Dakar Rally host in 2012 and 2013, when the country got major international media exposure.
Profitable event
Regarding revenues, Minister Ferreyros highlighted the US$300 million projected profit "represents 50 times the sum invested."
The event demands a US$6-million investment for Peru, an amount previously negotiated with
Dakar Rally 2018 organizers through a technical committee led by the Foreign Trade and Tourism Ministry.
Likewise, Ferreyros underlined benefits for the national tourism industry and Peru's positioning as an adventure and nature tourism destination, focusing on its seaside desert.
"Similarly, it will open up new opportunities to develop new segments, especially the film, TV and advertising industries," he added.
In addition to media exposure, the race will contribute to the economic development of
regions included in its route, namely Lima, Ica, Huancavelica, Ayacucho, Arequipa and Puno.
In this respect, Ferreyros highlighted the event will boost accommodation, food and transport services.
Environmental and cultural protection
The minister also assured all efforts are in place to guarantee the successful and responsible delivery of Dakar Rally's 2018 edition, both in environmental and cultural terms.
"To this end, the establishment of the route involved ongoing coordination with the Environment Ministry —through [State-run National Service of Natural Protected Areas] Sernanp— and the Culture Ministry […]."
The government has thus taken all precautions to ensure the race does not have any negative impact on Peru’s cultural and ecological heritage.
"Lastly, all that is left for me to say to foreign competitors and visitors is that we'll be waiting for you in our country, and welcome to Peru," Ferreyros concluded.
(END) MDV/DHT/MVB