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Presentation of the Book “Un Destino con Futuro,” on the Development of the Andean Baroque Route

22 January 2013

- The book “Un Destino con Futuro” presents the research and challenges for finding answers for tourism development along the Andean Baroque Route
- The publication shows the potential of Andahuaylillas and its surroundings as a sustainable touristic product in time

Lima, January 16, 2013 - Seven institutions presented the book “Un Destino con Futuro – Contribuciones para el Desarrollo Sostenible del Turismo en Andahuaylillas – Cusco,” that shows the potential of Andahuaylillas and its surroundings as a touristic product of great magnitude, and sets the tone to make it a sustainable touristic destination.

The book was developed with the participation of those actors that currently promote the Andean Baroque Route: the parishes of Andahuaylillas and Huaro de la Compañía de Jesús, SEMPA Association (responsible for the Route’s management), Center Jesús Obrero (Ccaijo) of Andahuaylillas, Antonio Ruiz de Montoya University, the World Monuments Fund and Backus Foundation.

The book by Elías Mujica Barreda, Juan Arapovic Doko and Elmer Barrio de Mendoza Gallardo presents two quantitative studies about tourism in Andahuaylillas. The first one is about the Andahuaylillas’ potential market and perception positioning as a touristic destination, and the second study analyzes visitors’ levels of satisfaction and their experience at the destination.  Both studies draw development and marketing strategies for the Andean Baroque Route, including the development of the local capacity to meet the demand of tourist flow, as well as the enhancement of the three Baroque churches: San Pedro Apóstol in Andahuaylillas, San Juan Bautista in Huaro and the Chapel of Virgen de la Candelaria in Canincunca.

Felipe Cantuarias, Vice President of Planning and Corporate Affairs at Backus, noted: “At Backus we are convinced that one way of contributing to the development of the country is to invest in the conservation and enhancement of our cultural heritage. This creates a virtuous circle that starts with the economic dynamism generated by tourism at the intervention area, which results in higher income and improves the quality of life of the locals.”

In turn, Mrs. Marcela Pérez de Cuéllar, President of World Monuments Fund Peru stated: “Our work experience in different areas of the country with various associations and companies that, as we do, aim for the recovery of the cultural heritage, has been very positive. That’s why we will continue to support the development of the Andean Baroque Route in partnership with public and private institutions that take interest in the conservation and restoration of the Canincunca church, in Andahuaylillas.”

It’s worth noting that the results of the studies presented in this book “Un Destino con Futuro,” served as a platform for the Backus Foundation to participate at the XI National Training and Employment Promotion Fund (FONDOEMPLEO) Project Contest, where it was the winner. The Foundation will execute the project "Employment increase through touristic development in Andahuaylillas, Huaro and Urcos - Quispicanchi, Cusco," with S/. 1´064,007.60 for 3 years.

The event was attended by the Minister of Foreign Trade and Tourism, José Luis Silva Martinot; Quispicanchi’s Provincial Mayor, Mr. Graciano Mandura Crispin; District Mayors of Huaro and Andahuaylillas, Mr. Herminio Ccahuata Huamán and Mr. Vicente Salas Pilares, respectively, and by representatives of all seven institutions. Also, comments about the book were made by a panel made up by Claudia Cornejo, Deputy Minister of Tourism, María Antonia Pamies, Director of the Sustainable Tourism career, at Antonio Ruiz de Montoya University, and writer, journalist and TV host, Rafo León.

For more information, contact:
Cecilia Quevedo
Backus External Communications 3113000
Yohana Medina
222-9491 Anexo 208

This SABMiller subsidiary news release has been translated from its local market language to English language for publication on We have attempted to provide an accurate translation of the original material but due to the difficulties of translation slight differences may exist. 
Note, the news release was first published in its local market on 16th January 2013.


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