The recent presentation of a Strategic National Tourism Plan (PENTUR) contained the objectives we should aim to meet over the next 10 years for the development of sustainable tourism in Peru. The most significant thing is that, in contrast to previous proposals, PENTUR has been prepared with considerable input by businesses, the regions and other bodies involved in tourism and cultural activities.
In the short term, the principal objective is to improve quality. There are concrete measures that should be implemented in order to consolidate our more attractive tourist destinations: infrastructure, services and coordination between the public and private sectors. We believe that in this first phase of the Plan it is essential to have leadership and commitment from the regional governments; it is indispensable that they consider tourism as an ally in their development strategies.

Furthermore, there is a certain amount of concern about the priorities of PENTUR, which is clearly reflected in the management of the National Fund for the Promotion and Development of Tourism (which is funded by the tax on foreign tourists). The Plan earmarks 80% for promotion and only 20% for preservation and infrastructure, which we feel is absolutely wrong. It must be remembered that the vast majority of visitors to Peru are attracted by its rich cultural and natural heritage. Preserving it and restoring it will always be the best way of promoting it.

The medium and long term objectives seem more difficult to achieve. The greatest challenge is to involve Peruvian society as a whole in the project; to achieve this great leap forward it is essential to inculcate in Peruvians an active civic conscience, in defense of the country’s heritage and in favor of the development of sustainable tourism. That way we may also be able to create jobs and strengthen the process of decentralization. Only then will we achieve sustained growth and consolidate Peru as the most attractive and interesting country in South America for cultural, environmental and adventure tourism over the next few decades.

In order to define, at this crucial juncture, our view of tourism and the policies for protecting our cultural and natural heritage which the State and society should adopt as a priority, in this issue Bienvenida returns to Cusco, a place of inspiration and the starting point for our adventure. From the so-called "navel of the world" we have again taken the Inca road to Titicaca, the inland sea of Andean culture. A new look at an area whose history and beauty appear inexhaustible.