This Country Is Being Dubbed The Richest In The World And It's Not What You'd Expect

Riches, in the literal sense, are judged by your house, the car in your garage, and how much you make a year – at least, that’s one way of looking at it. But Peru has recently launched a tourist campaign that invites you to rethink how you view the word “rich,” focusing not on wealth, but on moments and experiences you share with friends and loved ones. The campaign focuses on these memories and experiences, such as hiking Machu Picchu or eating Peruvian ceviche, that one can only have in Peru, “the richest country in the world.”

Peru’s international campaign aims to promote the cultural, historical, natural, and culinary treasures that the country has to offer. But it is getting international attention not just as a result of the beauty the country has to offer, but because of the message of the campaign. By redefining the world “rich” to include experiences and memories, not just money, Peru is speaking to a new generation of people who are not satisfied by monetary success, but who instead thirst for new experiences and new glimpses into a world outside their own.

Peru is not the first country that comes to mind when you think of the richest country in the world. It isn’t viewed as a global power politically or economically, but that is not how Peruvians are framing the discussion. “The goal of the campaign,” reads their press release, “is to further position the country as a multifaceted and diverse world within a world, where wealth is not measured in cash, but in experience, discovery, and happiness.”

This campaign to position Peru as the richest country in the world capitalizes on their worldwide reputation as a world-class cultural and culinary destination, taking those ideas a step further and introducing new places and adventures you may not have known about. The campaign is part of a long-term international tourism promotion strategy that began in 2008 and continues today. The country of the Incas and the Amazon, of floating reed islands and the Nasca lines, of ceviche and countless fascinating cultural traditions – Peru is not short on self-discovery and adventure, or as they say, “riches.” While Peru may not have the highest GDP in the world, the uniqueness of the landscape and culture are beyond rich. They’re priceless.

What are the best things to see in Peru (that aren’t Machu Picchu)?

Since you are here, we would like to share our vision for the future of travel - and the direction Culture Trip is moving in.

Culture Trip launched in 2011 with a simple yet passionate mission: to inspire people to go beyond their boundaries and experience what makes a place, its people and its culture special and meaningful — and this is still in our DNA today. We are proud that, for more than a decade, millions like you have trusted our award-winning recommendations by people who deeply understand what makes certain places and communities so special.

Increasingly we believe the world needs more meaningful, real-life connections between curious travellers keen to explore the world in a more responsible way. That is why we have intensively curated a collection of premium small-group trips as an invitation to meet and connect with new, like-minded people for once-in-a-lifetime experiences in three categories: Culture Trips, Rail Trips and Private Trips. Our Trips are suitable for both solo travelers, couples and friends who want to explore the world together.

Culture Trips are deeply immersive 5 to 16 days itineraries, that combine authentic local experiences, exciting activities and 4-5* accommodation to look forward to at the end of each day. Our Rail Trips are our most planet-friendly itineraries that invite you to take the scenic route, relax whilst getting under the skin of a destination. Our Private Trips are fully tailored itineraries, curated by our Travel Experts specifically for you, your friends or your family.

We know that many of you worry about the environmental impact of travel and are looking for ways of expanding horizons in ways that do minimal harm - and may even bring benefits. We are committed to go as far as possible in curating our trips with care for the planet. That is why all of our trips are flightless in destination, fully carbon offset - and we have ambitious plans to be net zero in the very near future.