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Concert Industry in Peru Anticipates Explosive Growth
Peruvian concert venues are preparing for a surge in performances, driven by the nation’s growing appeal to international artists.
Peruvian concert venues are bracing for a significant increase in events, potentially managing 30 to 40 monthly, compared to the previous 10 to 15. Luis Hippie González Orellana, Ticketmaster Peru Manager, anticipates that 2025 will be a landmark year for concerts in Peru.
Drivers of Growth
According to González, several elements are fueling this expansion, including Peru’s strong culinary brand, better hotels, and the country’s enhanced cultural status. Additionally, South America’s rise as a lucrative region for global musicians plays a role.
“Peru is a Hub. Not only are Argentina and Brazil. Now there are also Chile, Colombia and Peru in the radar of the tours.”
—Luis Hippie González Orellana, Manager of Ticketmaster Peru
Regional Venues Gain Prominence
Beyond the capital, provinces are becoming key destinations. González noted that while Chayanne performed in Arequipa, cities such as Cusco, Piura, and Trujillo also hold potential. Ticket sales from neighboring countries like Bolivia and Ecuador underscore Peru’s regional significance.
Pandemic Shift in Fan Behavior
González highlights a major shift in ticket purchasing since the pandemic. Before 2019, online ticketing accounted for just 3% to 4% of sales; now, it comprises 9% to 10%.
“Pandemia made it clear that you have to live, enjoy, go with your children to the concert and sing with them what you liked. It is an emotional experience that people do not want to postpone.”
—Luis Hippie González Orellana, Manager of Ticketmaster Peru
This new generation prioritizes experiences, such as travel, over material possessions. A recent survey by Expedia found that 70% of people are planning to spend more on travel experiences in 2024 than in previous years.
Evolving the Fan Experience
“Before we sold tickets. Today we sell experiences”
—Luis Hippie González Orellana, Manager of Ticketmaster Peru
Ticketmaster is integrating features to enhance the overall event experience. These include Fast Pass options, early access to food and beverage sales, cashless payment methods, and online merchandise stores, aiming to build customer loyalty from purchase to departure. The Quentro Smart Ticket system, using dynamic QR codes, ensures secure and fraud-resistant access.
Looking Ahead: Tech and Sports
Ticketmaster is exploring facial recognition technology for use at football matches, already implemented in Brazil and Chile, while working through legal frameworks for data protection in Peru.
Expansion Plans
While already partnering with promoters in cities like Arequipa, Ticketmaster intends to expand its presence with local sales points and fan support in more cities.
Ticketmaster is looking to add more sports and experiences to their portfolio.
The company also aims to diversify into new categories, including volleyball, swimming, rugby, table tennis, and gastronomic fairs. González, a former swimmer, expressed a particular interest in supporting more sports.
The Ticketmaster Edge
González emphasizes Ticketmaster’s commitment to technology, customer experience, and service, backed by a team blending extensive ticketing experience with fresh, youthful perspectives.
“We are global, but local. We listen to the consumer, the promoter and the fan. And that, in this business, makes a difference.”
—Luis Hippie González Orellana, Manager of Ticketmaster Peru