Peru Launches New Law to Strengthen Its Country Brand

By Espinosa Bellido Abogados

In a significant move aimed at bolstering its global presence and attracting international attention, the Executive Power of Peru has enacted a law to strenghten the Peru Country Brand.

This initiative, which has already received approval from the Congress of the Republic, represents a strategic effort to enhance the image of Peru both domestically and on the international stage. Law 31877, recently published in the Official Gazette, lays the foundation for a multifaceted approach to promote Peru as an attractive destination for tourism, trade, and investment.

The implementation of Law 31877 will involve a series of actions and strategies to achieve its goals:

Promotion at Official Events: The law mandates the promotion of Peru's image and country brand in all official events taking place within the country and abroad. This includes diplomatic functions, cultural exhibitions, trade fairs, and international conferences where Peru is represented.

Comprehensive Brand Development: To develop and sustain the Peru Country Brand, the law allows for the execution of actions, activities, programs, and projects at the national and international levels. These initiatives will focus on promoting the country's image and showcasing its unique assets.

Research and Campaigns: Another crucial aspect of the strategy is the development of studies, research projects, campaigns, events, and activities at both national and international levels. These initiatives will not only highlight Peru's cultural and natural wonders but also incorporate elements of innovation and technological development where relevant.

Material Dissemination: To ensure effective promotion, the law emphasizes the design, elaboration, and management of materials necessary for the national and international dissemination of Peru's image and country brand. This includes promotional materials, advertisements, and digital content.