The Qhapaq Ñan Joins Marca Perú

Diego Alarcón

By Diego Alarcón

The Peruvian Export and Tourism Promotion Commission (PROMPERÚ) has granted the National Qhapaq Ñan Commission a license to use the Peru Brand, “Marca Perú”, in recognition of its outstanding work in the conservation, enhancement, and promotion of one of the country’s most important cultural heritage sites.

Its inclusion in the Marca Perú Licensee Program strengthens the promotion of the historical, cultural, and scenic richness associated with the Andean Road System, which UNESCO declared a World Heritage Site in 2014. This agreement will make it possible to continue supporting projects aimed at disseminating Peruvian cultural heritage and consolidating the country’s image among national and international audiences.

The Qhapaq Ñan represents much more than a network of ancestral roads. Along its route, it integrates landscapes, customs, cultural expressions, and sustainable tourism offerings that provide travelers with the opportunity to connect with the diversity and authenticity of Peru. Activities such as trekking, landscape observation, photography tours, and experiential tourism find in this heritage a way to foster responsible and decentralized tourism development.

Likewise, the granting of this license highlights the important contribution of the Qhapaq Ñan National Commission to the dissemination of Peru’s cultural identity. Twelve years after its inscription on UNESCO’s World Heritage List, the road system continues to solidify its position as one of the great symbols of our historical heritage, which enhances Peru’s standing and strengthens the Marca Perú as an emblem of national pride.

The Qhapaq Ñan National Commission thus joins the more than 1,330 licensees that are part of this program, comprised of companies, institutions, and organizations from sectors such as tourism, exports, gastronomy, services, and culture, all committed to promoting the values ​​and attributes that characterize Peru. Thus, the Marca Perú continues to expand its network of strategic partners who help project the country’s rich cultural, historical, and tourist attractions, fostering a greater sense of belonging among Peruvians and strengthening Peru’s presence on the international stage.

The award ceremony took place on June 24 and brought together Alberto Martorell Carreño, technical secretary of the Qhapaq Ñan National Commission, and Carla Urbano Donayre, head of the Office of Image Strategy and Country Brand at PROMPERÚ, as well as representatives from the Decentralized Directorate of Culture of Junín and guests from both entities.

The Qhapaq Ñan – Andean Road System was inscribed on the UNESCO World Heritage List on June 21, 2014. Among its most emblematic sections is the Xauxa–Pachacámac route, which runs from the province of Jauja in Junín to Lima, linking diverse archaeological sites and living cultural expressions that attest to the rich history of the areas it traverses.

The Qhapaq Ñan, a Quechua expression that translates as “Great Inca Road,” is comprised of an extensive road network of pre-Inca and Inca origin that extends over 20,000 kilometers and connects territories in Argentina, Bolivia, Chile, Colombia, Ecuador, and Peru.