PromPeru, the agency responsible for marketing tourism in Peru, recognized that the underdeveloped North and Central regions could play a larger role in the country’s tourism industry. Agency officials wanted to ensure that marketing and development activities were sensitive to the regions’ cultural heritage. Vital Wave’s Sustainable Tourism practice lead, Christina Heyniger, worked with PromPeru to identify three “Hotspots” — Trujillo, Huaraz, and Chachapoyas — selected for their compelling mix of natural, cultural, and adventure resources that appeal to adventure travelers. These Hotspots were found to have a relatively good infrastructure and community support for tourism development. Itineraries for each Hotspot were suggested, as well as a unifying marketing theme for the three regions.