Adverts promote Peru across globe

A global initiative to increase the number of visitors to Peru is expected to spread the message to 245 million people.

Peru's Export and Tourism Promotion Board (PromPeru) has produced an advertising campaign - Peru, Empire Of Hidden Treasures - which has so far been viewed around 200,000 times on YouTube.

With the slogan "Don't watch the movie, live it", it has already been launched in 12 countries including the UK, US, Brazil, France and Germany with adverts in bus stations and shown at South America's chain of Cinemark cinemas.

And María del Carmen de Reparaz, PromPeru's tourism director, said next year the adverts would be shown in the Republic of Korea, China, Japan, Australia and Mexico.

She said the aim of the campaign was to showcase Peru as an ideal tourist destination.

And she added officials hoped the adverts would also encourage people to visit several locations in the country rather than just Machu Picchu.