The southern region of Arequipa in Peru is anticipating an influx of around 10,000 tourists in January as the 2013 Dakar Rally comes to town.
The rally, which starts in Lima on 5 January and finishes in Santiago in Chile on 20 January, covers 4,970 miles in total across Peruvian, Chilean and Argentinian territories during 14 different stages.
The race is due to pass through Arequipa on 8 January and the head of the Regional Directorate of Foreign Trade and Tourism in the area, Alfredo Venero, revealed that an advertising campaign will be launched to promote the region to tourists.
"We will visit the neighbouring cities of Bolivia and Brazil to encourage people to visit Arequipa to participate in the Dakar and we will also show the city's tourist attractions so they can come anytime," he told Andina news agency.
Venero expects Arequipa to play host to one of the most exciting stages of the rally but the advertising campaign will focus on the area as an overall tourism destination as well and is aiming to attract more visitors to the south of Peru.
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