Industry & Competitive Analysis – Ancoracá Routes
Tourism is very important in Peru. In 2023, Peru received 2.5 million international tourists (MINCETUR, 2023). The tourism sector contributed $21.6 billion to GDP in 2024 and is expected to reach $23 billion in 2025 (WTTC, 2025).
The Ancash region (Huaraz and Caraz) is famous for Cordillera Blanca, Huascarán National Park, trekking, and cultural sites. Tourism here is growing because more people want adventure, nature, and cultural experiences (MINCETUR, 2024). We use the CIIU code 7912 – Tour Operators to analyze competitors, costs, and employee wages. This helps us see where a small business like Ancoracá Routes can succeed.
Industry Size & Trends
This chart shows the size of the tourism industry in Peru and Ancash and highlights trends like adventure tourism, cultural interest, and digital promotion:
| Indicator | Value | Notes |
| International tourists in Peru (2023) | 2.5 million | Recovery after pandemic |
| Tourists in Ancash | ~300,000 per year | Mostly in Huaraz and Caraz |
| Tourism contribution to GDP | $21.6 B (2024) → $23 B (2025 projected) | Shows growth trend |
| Employment in tourism | ~1.17 million jobs | Includes guides, hotels, transport, restaurants |
Chart1. Industry Size and Trends
Ancash tourism is smaller than Lima or Cusco but is steadily growing. Trends include the growth of adventure and eco-tourism, cultural tourism emphasizing food, traditions, and villages, digital promotion via social media and blogs, seasonal peaks (May–September), and demand for short, affordable trips targeted at students and budget travelers.
Competitors
Competitors are divided into direct, indirect, and substitute services:
| Type of Competitor | Example Companies | Description |
| Direct | Huaraz Turismo | Trekking, cultural tours, expeditions |
| Direct | Golden Expeditions | Mountaineering, adventure tours, premium packages |
| Direct | Andean Summit | Specialized climbing and expeditions |
| Indirect | Local hotels / hostels | Offer tours as packages with accommodation |
| Substitute | Informal guides | Cheap tours without official licenses |
Chart2. Ancoracá Routes Competitors’
Here we see that main competition comes from formal agencies, but hotels and informal guides also influence the market. Informal operators are a threat because of low prices but often lack safety and quality standards. Barriers to entry include obtaining proper licenses, investing in marketing and equipment, and building a reputation in a competitive market.
4Ps – Comparison
The 4Ps (Product, Price, Place, Promotion) help to understand how competitors operate and how a new business like Ancoracá Routes can fit in the tourism market of Ancash, Peru. This analysis also includes Positioning, Reputation, People, and Partnerships to get a complete picture. Real market prices were used to support the comparison and give realistic data.
| Company | Product | Price CAD | Place | Promotion |
| Ancoracá Routes | Short, cultural & nature tours with local food tasting | $47–$115 | Ancoracá, Huaraz | Instagram, TikTok, TripAdvisor, community partnerships |
| Huaraz Turismo | Trekking, cultural tours, expeditions | $135–$270 | Huaraz | Website, Instagram, travel agencies |
| Golden Expeditions | Trekking, mountaineering, multi-day expeditions | $200–$405 | Huaraz | Website, social media, international promotion |
| Andean Summit | Expeditions, tailor-made tours, climbing courses | $270–$540 | Huaraz | Website, social media, travel fairs |
Chart3. Data adapted from BudgetYourTrip (2025), TourRadar (2025)
| Company | Positioning | Reputation | People & Partnerships |
| Ancoracá Routes | Authentic, affordable, cultural | New, building reputation | Small local team, partnerships with local farmers and artisans |
| Huaraz Turismo | Local experience, mid-range | Good reviews (TripAdvisor 4.5⭐) | Small team, local guides, partnerships with hotels and transport |
| Golden Expeditions | Premium adventure | Excellent reviews (4.8⭐) | Experienced guides, partnerships with international hotels and climbing partners |
| Andean Summit | Premium & specialized | Very good reviews | Small expert team, partnerships with partners abroad and climbing schools |
Chart4. Data adapted from BudgetYourTrip (2025), TourRadar (2025) TripAdvisor (2025)
We can analyze 4Ps and Positioning, Reputation, People & Partnerships:
Most competitors focus on long trekking expeditions, climbing tours, and multi-day adventures. Golden Expeditions offers premium climbing trips, while Huaraz Turismo combines trekking and cultural tours. Ancoracá Routes differentiates itself with short cultural and nature tours including local food, appealing to students, backpackers, and travelers seeking authentic, affordable experiences.
Price-wise, real market prices show short tours cost $40–$135 CAD, while multi-day trekking or expedition tours cost $200–$540 CAD (BudgetYourTrip, 2025; TourRadar, 2025). This demonstrates a gap where Ancoracá Routes can attract budget-conscious travelers.
Place is another advantage; most agencies operate from Huaraz, the main tourist hub, whereas Ancoracá Routes is located in Ancoracá, providing access to hidden spots, local communities, and quieter, authentic experiences.
Promotion is mainly via websites and social media, but Ancoracá Routes can use TikTok, YouTube, blogs, and travel forums to reach young international travelers effectively and economically.
About Positioning and Reputation, while Golden Expeditions and Andean Summit position themselves as premium adventure companies, and Huaraz Turismo focuses on local cultural experience, Ancoracá Routes positions itself as authentic, affordable, and cultural.
The project is still new, but it can build a strong reputation through customer reviews, digital storytelling, and collaboration with local communities.
In terms of people and partnerships, small teams at Ancoracá Routes allow flexibility and personalized service. Partnering with local farmers and artisans ensures authentic experiences that large competitors cannot easily replicate. Overall, Ancoracá Routes fills a market gap in short, affordable, culturally immersive tours.
SWOT ANALYSIS
This SWOT chart shows Strengths, Weaknesses, Opportunities, and Threats for each competitor and Ancoracá Routes.
| Competitor | Strengths | Weaknesses | Opportunities | Threats |
| Huaraz Turismo | Local knowledge, mid-range prices | Small team, limited international exposure | Expand cultural tours, online promotion | Competition from premium agencies, informal guides |
| Golden Expeditions | Strong social media, high reputation, premium tours | Very expensive, not accessible for low-budget tourists | Add affordable packages, target students | Seasonal demand, premium competition |
| Andean Summit | Specialized tours, experienced staff, international partnerships | Niche market, high price | Partner with local communities | Small market size, informal operators undercut prices |
| Ancoracá Routes | Affordable, cultural + nature focus, community involvement | New project, small team | Capture students/backpackers, short trips, hidden spots | Established premium brands, need trust-building |
Chart5. Data adapted from MINCETUR (2023, 2024), TuSalario (2024), WTTC (2025), and company websites Huaraz Turismo, Golden Expeditions, Andean Summit Adventures (2024–2025).
Premium competitors have strong reputations and adventure-focused experiences. However, Ancoracá Routes can leverage affordability, cultural focus, and community involvement to attract students and backpackers. While larger agencies dominate multi-day treks and climbing expeditions, the new company can fill the market niche for short, authentic tours. Building trust through digital promotion and partnerships will be essential to overcome initial weaknesses such as a small team and being a new brand.
Competitive Advantage – Market Gap
This chart shows where a new business like Ancoracá Routes can stand out compared to current competitors. We compare price, focus, partnerships, and promotion to identify opportunities in the Ancash tourism market.
| Area | Competitors Now | Price (CAD) | Possible Gap / Opportunity |
| Price | Medium–High | Medium – High ($135–$540 CAD) | Affordable packages for students and backpackers ($40–$135 CAD) |
| Focus | Adventure & Premium | Not priced – focus on type of tours | Mix of cultural, nature and affordable tours |
| Partnerships | Hotels, international partners | Not priced – based on relationships | Collaborate with hostels, local food, and transport services |
| Promotion | Website & social media | Not priced – type of marketing | Add TikTok, YouTube, blogs targeting international students |
Chart 6. Data adapted from BudgetYourTrip (2025), TourRadar (2025), MINCETUR (2023, 2024), and company websites Huaraz Turismo, Golden Expeditions, Andean Summit Adventures (2024–2025).
Most competitors charge medium to high prices ($135-$540 CAD), while Ancoracá Routes can focus on low-cost tours ($40–$135 CAD) to attract students and backpackers. Competitors mainly focus on adventure and premium experiences, leaving a gap for affordable, cultural and nature tours.
Partnerships with local hostels, food providers, and transport services can reduce costs and create authentic experiences.
Promotion can use modern digital platforms (TikTok, YouTube) to reach young travelers internationally.
Industry Benchmarks – Company Size, Expenses & Wages
This chart shows average salaries, team sizes, operating costs, and government support for tourism agencies in Ancash. These numbers help new businesses like Ancoracá Routes plan their budget and understand the market. Values are shown in Soles (PEN) and Canadian dollars (CAD):
| Benchmark | Value (S/ PEN) | Value (CAD) | Notes | Source |
| Tour guide monthly salary | S/1,264 – S/2,758 | $400 – $880 CAD | Depending on experience | TuSalario (2024) |
| Small agency size | 2–5 employees | Not applicable | Usually guides + admin | MINCETUR (2024), Company websites (2024–2025) |
| Large agency size | 10+ employees | Not applicable | Includes marketing, admin, logistics | MINCETUR (2024), Company websites (2024–2025) |
| Small agency operating expenses | S/4,000 – S/7,000/month | $1,260 – $2,200 CAD | Salaries, transport, equipment, marketing | MINCETUR (2024), Company websites (2024–2025) |
| Government support / subsidy | S/800 (2024) | $250 CAD | Helps licensed guides and small businesses | MINCETUR (2024) |
Chart 7. Data adapted from MINCETUR (2023, 2024), WTTC (2025), TuSalario (2024), and company websites Huaraz Turismo, Golden Expeditions, Andean Summit Adventures (2024–2025).
In accordance with the sources and information, we can identify that small tourism agencies in Ancash typically employ 2–5 staff members, mostly guides and administrative personnel (MINCETUR, 2024; company websites, 2024–2025). Their operating costs range from S/4,000 to S/7,000 per month ($1,260–$2,200 CAD), covering salaries, transport, equipment, and marketing (MINCETUR, 2024; company websites, 2024–2025). Tour guides earn S/1,264–S/2,758 per month ($400–$880 CAD) depending on experience (TuSalario, 2024). Government subsidies of S/800 ($250 CAD) help licensed guides, and small businesses reduce initial costs and remain competitive (MINCETUR, 2024). Large agencies have more staff and higher expenses, which explains their higher tour prices.
These benchmarks allow new businesses like Ancoracá Routes to plan affordable pricing, staffing, and partnerships while ensuring sustainable operations.
CONCLUSION
The Ancash tourism industry presents a competitive but promising market. Established agencies dominate premium trekking and adventure experiences, but there is a clear opportunity for short, affordable, culturally rich tours aimed at students and backpackers. By carefully analyzing competitors’ 4Ps, reputation, positioning, and benchmarks for salaries and operating costs, Ancoracá Routes can strategically enter the market.
Focusing on authenticity, community involvement, affordable pricing, and digital promotion positions the company to attract international travelers while maintaining sustainable operations.
References
MINCETUR. (2023). El Perú registró más de 2.5 millones de turistas internacionales en 2023. Retrieved from https://www.gob.pe/institucion/mincetur/noticias/891448-el-peru-registro-mas-de-2-5-millones-de-turistas-internacionales-en-2023
MINCETUR. (2024). Reporte regional de turismo Ancash 2024. Retrieved from https://cdn.www.gob.pe/uploads/document/file/6136995/5420947-reporte-regional-de-turismo-ancash-ano-2024%282%29.pdf?v=1755554996
TuSalario. (2024). Salario de guías de turismo en Perú. Retrieved from https://tusalario.org/peru/salario/reporte-de-salarios/el-salario-de-guias-de-turismo-es-de-s-1-264-hasta-s-2-758-por-mes
WTTC. (2025). Peru’s Tourism Sector Projected Contribution to GDP. Retrieved from https://www.hotelnewsresource.com/article137413.html
Company websites (2024–2025): Huaraz Turismo, Golden Expeditions, Andean Summit Adventures
Huaraz Turismo. (2024). Tours and services. Retrieved from https://www.huarazturismo.com/
Golden Expeditions. (2024). Adventure tourism services. Retrieved from https://www.golden-expeditions.com/
Andean Summit Adventures. (2024). Specialized expeditions in Ancash. Retrieved from https://www.andeansummitadventures.com/
BudgetYourTrip. (2025). Travel costs in Peru. Retrieved from https://www.budgetyourtrip.com/peru
TourRadar. (2025). Peru adventure tours and prices. Retrieved from https://www.tourradar.com/peru
TripAdvisor. (2025). Reviews for Huaraz tour operators. Retrieved from https://www.tripadvisor.com