In December 2022, Bloom Consulting was commissioned by PROMPERU, the organization responsible for managing Peru's Nation Brand, to measure the country's global reputation and Digital Identity. At the time, Peru was experiencing significant political instability that was negatively affecting tourism demand and raising concerns about the country's international reputation. The objective was to monitor the impact of the crisis on Peru's Nation Brand by assessing its implications for both the economy and the country's digital footprint, using Bloom Consulting's proprietary D2 Analytics software to measure Peru's global appeal across the Tourism, Investment, and Exports brand dimensions.
The research revealed that Peru maintained a strong global reputation and international appeal despite the political turmoil. Among its regional competitors, Peru emerged as a leading Nation Brand in Gastronomy and Cultural Heritage, while its Nature assets and Economic attractiveness continued to be key drivers of international appeal. The analysis also quantified the magnitude of the political crisis from a digital demand perspective: searches related to "Government" and "Political Stability" associated with Peru increased twelvefold (+1,128%) compared to the previous month, reaching approximately 620,000 searches at their peak in December 2022, with volumes rapidly returning to normal in the months that followed. Search trends related to Investment and Talent remained stable throughout the period. The tourism sector experienced the most significant impact: tourism-related searches declined by 32% during the height of the crisis, and Bloom Consulting identified July 2023 as the inflection point marking the beginning of a gradual recovery in tourism demand.
The study confirmed the resilience of Peru's Nation Brand. As political tensions eased, both tourism demand and foreign direct investment showed clear signs of recovery. Beyond measuring reputation, access to D2 Analytics software enables real-time monitoring of how political crises influence international demand and a country's digital footprint, guiding communication, content creation, and strategic marketing decisions throughout a crisis.
