Community-Based Tourism and Traditional Heritage Are at the Core of AdventureNEXT Peru

Huk Kallpalla, a Quechua phrase that means “one force” was the theme of AdventureNEXT Peru, held 5-7 December 2023. While this concept is well-known to the ATTA community in Latin America, it took on a whole new meaning in Peru. As delegates participated in  thoughtful discussions of traditional knowledge, and women leaders, and community collaboration in adventure travel, the idea of the adventure community moving as one force became a reality.

“Huk Kallpalla represents the strength that Peru shows us,” said Nicolas Caram, ATTA’s Latin America and Caribbean Director, during the opening ceremony. “It is the associative work they carry out. How they value their traditions and their roots. It is the recognition of pre-Columbian cultures, and of their valuable knowledge that have transcended Western culture.”

AdventureNEXT is an event that focuses on connecting international buyers to local suppliers of the host destination. Part of what makes it so special is it shines the spotlight on the local culture, lesser-known destinations, and innovative ideas relevant to the industry. AdventureNEXT Peru showcased the regions of Ancash, Madre de Dios/Puerto Maldonado, and Arequipa during the pre-adventures, guided expeditions organized by local suppliers. 

“When focused on its people and traditions, each destination can differentiate itself as a totally unique place,” Caram said. “We can learn from them, from their knowledge, and become resilient as human beings.”

In Peru, delegates were not only exposed to the Andean culture of Peru, they were able to directly learn from members of the local communities. A special guest during the event was Valetin Sinchi, an Indigenous guide and Adventure Tourism Pioneer, who kicked off the event with a short Quechua lesson about the concepts that would be explored throughout the event, especially “ayni,” the mutual help that families give each other, and “minka,” the collective work to achieve a common goal.

In fact, AdventureNEXT Peru was carefully structured to touch on topics that are not only relevant to Peru, but to the tourism industry as a whole. In a world where sustainability is no longer negotiable, how can the adventure travel industry spearhead a movement in which local heritage, traditions, and ancestral knowledge are at the center of tourism and not just something to be consumed by spectators?

The opening keynote by Glenn Jampol, Chairman of Global Ecotourism Network, began asking the right questions about how adventure travel businesses wield the power of words and truth to share the uniqueness about their experiences. In addition to talking about the negative and long-lasting effects of mass tourism and greenwashing, Jampol emphasized the importance of following principles of responsible, educational, regenerative and sustainable tourism to attract better tourism that gives back to communities.

What the Peruvian adventure travel community is already doing differently

Celebrating cultural heritage was embedded in everything delegates experienced over the next couple of days. Delegates shared mouth-watering meals that paid homage to Indigenous ingredients of Peruvian cuisine.This was particularly true during the keynote panel Ayllu/Community moderated by Gabi Stowell, ATTA’s Vice President of Regional Development. The panel brought together Sinchi from the Choquechaca Valley community, Cecilia Sejekam Wajai, a native of the Shampuyacu community and Manager of Forest of the Nuwas, and Roger Falcon Quilcaño, Chef and owner of La Victoria Picantería.

Through keynotes and sessions, delegates learned about the conservation work that APTAE and the Peruvian National Service for Natural Protected Areas are undertaking to preserve Peru’s natural and cultural heritage. In that spirit of “minka,” key players in Peru are working towards a different type of tourism, one in which travelers actively participate in conservation efforts through “citizen science” initiatives and communities actually benefit from travelers participating in sustainable experiences that protect their lands and livelihood.

That commitment to sustainability was felt at every turn – which included ATTA and its partner PROMPERÚ actively working to reduce the carbon footprint of the event. The materials used for the stands and decorations were biodegradable, it was single-use plastic free, and most of the food was sourced and prepared locally. In addition to minimizing greenhouse emissions, AdventureNEXT Peru was designed to support and keep money in the local economy.

AdventureNEXT Peru left no doubt that the way forward for tourism is through actions that build community, preserve local knowledge, and honor cultural heritage. As Caram said in his closing speech, “We have been inspired by a country that has not one World Wonder, but many yet to be discovered.”