EVOLUTION OF TOURISTIC CARTOGRAPHY IN

Maria Luisa Mori Segura and José Barreda Sandoval Grupo Geo Graphos

ABSTRACT

In the eighties in Peru decreased and was focused on few places such as , Cuzco, Ancash and . The decline was mainly due to the economic crisis and political violence affecting the country until the early nineties. Around those years, promotional activities for touristic attractions decreased and touristic cartography was limited. In the private sector, the different forms of cartography in tourism were basically developed by graphic designers, while the Government, through the Instituto Geográfico Nacional (National Geographic Institution), an official institution, produced essentially topographic maps at a variety scales.

In the mid nineties, tourism starts growing along with the appreciation of different touristic areas centered on a variety of little-known issues. The government returns to its promotional roll and private investment is directed to improve services such as the provision of accommodation and food.

An important market opens with a lot of competition among companies offering a diversity of tourist packages looking to attract potential clients. Cartography needs to locate places and promotional activities more accurately.

In this context, technological advances, with geographic information computing systems, helped to elaborate tourist cartography; in many cases the graphic designers were replaced by SIG or CAD technicians in order to make maps and plans of the promoted places, changing from an artistic graphic qualitative expression to a quantitative mathematical expression.

However, with very few exceptions, new cartography intended for tourism lacks the expressiveness of previous years, having standardized at a not very attractive middle point.

The main challenge we have to face is to combine both values, scientific and artistic, reaching a balance to provide the user with a cartographic language with precise information (location, distances, services, etc) and qualitative information in a context which is easily understood.

INTRODUCTION

Tourism is mainly a social activity with a clear geographic aspect. Cartography shows a tourist space in the context of the interrelationship of the elements with its surroundings. The evolution of tourism in Peru is related directly to the political and economic situation in the country, while the development of tourist cartography is related to technological changes and the specific characteristics of the professionals that participate in its elaboration.

Tourism represents a challenge for thematic cartography. While some cartography is circumscribed to a professional environment in which cartographers and users share similar levels of education: geological, mining and other maps, it is different in tourism, since it is aimed to a non specialized average user. This means, that this form of expression should be simple and precise enough to be understood with no previous preparation. It should have all necessary information to help the reader understand it.

Our experience in the development of tourist cartography in the last nine years shows us that a segment of creators and users of tourist cartography has created their own cartographic language without some of the elements that would define it as a map. In this way, there is a lack of use of coordinates, north, scale, location map, variable categorization, symbol abstraction, etc, producing as a result a simpler cartographic language, with fewer rules which is less complex to elaborate.

BRIEF HISTORY OF TOURISM AND ITS CARTOGRAPHIC REPRESENTATION IN PERU

Maritime Expeditions of the Incas and travelers of the 19th century

Ancient documents about trips and routes of travelers, mainly Europeans throughout Peru show us through their cartography, schemes, drawings and notes, the motivations and impressions while getting to know our country. Verbal history tells us about a maritime expedition led by Túpac Inca Yupanqui (aprox. 1460 o 70) possibly to Polynesia and centuries later, research trips of the XIX century left us valuable testimonies of the richness in our country through traveling books and cartography elaborated by naturalists such as the Italian Antonio Raimondi, the Frenchs Castelnau, D’Orbigny and Wiener, the Germans Tschudi and Middendorf, the English Clement R. Markham and the North American Hiram Bingham and more than two thousand books from other travelers (TALAVERA, 2003).

Beginning of XX Century

Even though at the beginning of the 20th century, traveling from Lima to implied traveling several months; first to Europe and then to Brazil to enter sailing down the , since it was too difficult to cross the from the coast to the Amazon plain, the cartography of trips show us it was relatively easy to travel through the coast and the mountains using the inca trail system of coastal and Andean plains that nowadays are being carefully traveled and st registered by modern travelers of the 21 century. (Espinosa 2002).

With the arrival of Hiram Bingham to in 1911, many expeditions and research projects were started that motivated many trips to Peru, specifically to Cuzco. As of the 1920s began the elaboration and diffusion of road maps at different scales, prepared by private institutions such as Touring and Car Club of Peru. In 1921 the former Geographic Army Service, begins to elaborate the Carta Nacional 1:200 000 and as of 1951 at a scale of 1:100 000.. Figure 1

Figure 1

Qapac Ñan,. Bienvenida – Ricardo Palma University Camino Inca,. Inkaterra Hotel Cartographic design: Grupo Geo Graphos Cartographic design: Grupo Geo Graphos

Cartographers and first Road and Tourist Road Maps

The early 30s marked the elaboration of the first Road Maps and then the first Tourist Road Maps sponsored by companies associated with the transportation sector with participation of professional cartographers who got involved in all the process up to the printing of the cartographic material.

The maps elaborated in the 60’s use visual variables of color, shape, size and orientation adequately, however, with some licenses since it was material of general diffusion. This cartography used specifically for the tourist sector sets aside the precise rules of cartographic design used for the basic topographic cartography and begins to generate its own language as an important branch of theme cartography.

In the 70s, receptive tourism had had a sustained growth and the different actors in the field of tourism group in different institutions beginning talks between the organized private sector and the Government that creates the Peruvian Fund for Promotion of Tourism (FOPTUR) in 1977, resulting from the first Financial Economic Study of the Field of Tourism done in Peru and Latin America elaborated by the General Direction of Tourism. This was a turning point in Latin America, since an organization was created exclusively for the promotion of this activity. There is an investment in material for the promotion and sale of tourist material and the cartography for tourism is prepared mainly outside the country.

The National Chamber of Tourism is created in 1971 and subsequently Department Committees for the Promotion of Tourism are formed by private companies, these institutions manage a diversity of events and take over promotional activities with the support of FOPTUR. (TALAVERA, 2003)

Cartographers and graphic designers and the beginning of the tourism crisis in the 80s

The first commercial flights arrived in the 30s, in the 50s there were 15 travel agencies which were over 200 in the early 80s, Machu Picchu is still the national tourist attraction most known in the world, the arrival of more tourists required more information about the country.

In the early 80s, receptive tourism begins to decrease because of the internal political crisis in the country. In 1980 there is a secretary of State for Tourism, some basic legislation and statistics for the activity, however, there are few applications of cartography in the research and plans for regulation, being limited basically to the location of tourist offer. Material is diffused in the offices for tourist orientation in each zone or region. The graphic designers start making maps although most of them do not know the cartographic language.

Several Tourist Guidebook, Travel books and regional Guidebooks made in Peru and Europe appear. These have a diversity of tourist cartography (Guía Reparaz, Peru Guide, Lima2000, The Peruvian Andes, Lonely Planet, Peru the Rough Guide, etc.). Marketing Manuals are made in 1986 for the tourist industry and the elaboration of Guidebooks about Peru from the government is proposed.

The tourism crisis deepens in the late 80s and early 90s, there is less promotional material and tourist maps cease to be made with cartographers. FOPTUR becomes unstable and the promotional activity abroad decreases. The few Tourist Guidebooks about Peru begin to disappear.

This process is reversed in 1994 with the structural changes executed by the Government. The process to privatize government companies starts reactivating tourism. Many research studies were carried out to assess tourist resources in Peru and the development of the road system improves the accessibility toward of the country and favors the tourist activity.

With the introduction of , other places begin to be promoted Iquitos, Cuzco and Madre de Dios. Information about Protected Natural Areas is included in tourist maps and there is a demand for a National Touristic Inventory. There is a proposal to extend the touristic offer in Peru to other archeological areas such as , Túcume, , Pajatén, Nazca, Paracas, Chavín and to include the beaches in the touristic offer.

Graphic designers and new cartographers, second half of the 90s

Between 1995 and 1996 and they devise three important works: Peru Ecoturism Study Blackstone Corporation, resource Managment and Tourism Consultants in 1995, elaborate with support of the World Bank, evaluates the natural resources of peru and its tourist use; the Study of Strategic Orientation for the Investments in Tourism in the Region Inca, contributes planning for the estructuración of the national organization of Tourism and the methodology to implement a Investments in the Region Inca and the Study Monitor Company, to understand the growth of the Peruvian tourism and to develop strategies. (TALAVERA, 2003)

Some publishing companies as well as companies related to transportation begin to elaborate new national Tourist Guidebooks (Guía Inca, Guía Toyota, Lima2000, etc.); Tourist operators participate as well as specialized magazines with promotional material offering a larger variety of tourist circuits. A new type of cartographer appears, one group mainly uses sig and others use graphic and sig programs to make maps. Newspapers become interested in tourism and participate with the periodical publication of department maps and touristic routes. (Destinos Perú, Expreso newspaper).

In 1998 the Congress of the Republic sent to promulgate the Law 26961 for the development of the tourist activity, and in 1999 the regulation was approved. In 1999 the private sector elaborates a Master plan of National Tourist Development of Peru with support of the Agency of International Cooperation of Japan; of Pacific Consultants and of the Tourism Integrated Development Program in peru, negotiated by the Ministry of Industry and Tourism and elaborated by the National Chamber of Tourism with aid of the French Fund of International Cooperation and the Inter- American Development Bank. This Master plan proposing up to 10 areas with touristic potential in the country. Therefore, many activities are aimed to develop these regional products and regional tourist maps begin to be made for magazines, Regional Guidebook, brochures, etc. (TALAVERA, 2003)

In 1998 with the auspice of the Organization of American States and the participation of the Ministry of Industry and Tourism, was installed in Lima the National Committee of Coordination for the execution of the Project of “System of Integral Management of Tourist Destinies by means of Internet”, presided by the vice Minister of Tourism, and comprising the Organization of American States and the National Chamber of Tourism that had as an objective to develop tourism sector of Peru and a national strategy of information and tourism promotion utilizing modern technologies of information. It was entrusted to the National Chamber of Tourism to execute the project, and between 1999 and the 2002 managed to select the adequate systems as well as the businesses that would provide the services in the modality of joint-venture with the Chamber. Then by problems of financing the execution was impeded. . (TALAVERA, 2003)

New cartographers and tourist recovery, early 20th century

The Viceministry of Tourism is created, and elaborates a National Touristic Inventory at the beginning of the century but among its objectives it does not consider the cartographic representation of the inventory, but only the punctual location in maps with political boundaries. FOPTUR is deactivated and its functions are given to Promperú, entity that belongs to Presidency of the Council of Ministers and has fifteen tourist information and assistance offices in nine cities in the country. For this reason there is a juxtaposition of functions related to promotion of tourism in Peru between the Ministry of Foreign Frade and Tourism and the Presidency of the Council of Ministers, so up to this date there is no official consensus about tourist regionalization which makes difficult and delays the elaboration of the official regional touristic cartography. Tourist maps per activity are starting to be elaborated in this decade: Archeology, trekking, bird watching, etc.

EDUCATION IN TOURISM AND CARTOGRAPHY IN PERU

The National School of Tourism is created in 1945, currently called Tourism Formation Center, which first aimed to educate personnel for hotel and restaurant service and in the 80s to form personnel for tourist administration and tourist guides. In the 80s, professional tourist schools are created in the universities, but they do not have courses of basic cartography or of map reading to enable professionals to use the maps adequately. However, these professionals are the ones who many times decide on the objectives of the tourist maps and also conduct their execution.

Our country does not have a Cartography School and courses provided for cartographic design and production in the schools of Geography and Geographic Engineering are only introductory, cartographers working at the National Geographical Institute belong to the army and are trained by this institution. Furthermore, the undergraduate and postgraduate schools of tourism have not incorporated this tool in their syllabus.

THE USE OF GEOMATIC TOOLS IN THE DEVELOPMENT OF CARTOGRAPHY IN PERU

Digital cartography starts to be elaborated in the mid 90s. Three groups of professionals execute tourist maps:

1. Graphic designers 2. Technicians with knowledge of geographical system of information (architects, engineers, etc.) 3. Technicians with knowledge in cartographic design and production, gis software and graphics design software (geographers)

As a result, the first group elaborates tourist sketch maps; since they do not have cartographic preparation they do not use official sources but other maps elaborated by technicians with a similar education. We could call them tourist sketch maps considering the definition of map since they do not reach the minimum standards to be considered such as scale, north and coordinates and they have a standard graphic treatment to fulfill the demand of the public user which is not necessarily related to the grammar of the thematic map. Figure 2

Figure 2.

Map of Cuzco, FOPTUR 1997? Map of Cuzco, PROMPERU 2002 The second group uses geo-spatial information and elaborates thematic maps with gis software with the limitations of graphic design, production, and printing. Figure 3

Figure 3

Tourism map of Selva Central of Perú Tourist Circuit Choquekiraw; Master Plan Prodap 2004 PLAN COPESCO 1999

Comparison between two maps made by the Touring and Car Club of Peru in different time

Turist map of Lima, aprox. 1970 Tourist Route Central Region of Peru 2002

The last group, uses geo-spatial information with gis software in the first process of selection and classification of variables, then use the powerful resources of the programs for graphic design, photo and video editing to finally prepare the digital files according to the printing or publishing characteristics (digital printing, web, multimedia, etc.) Figure 4 Some touristic and thematic maps

Figure 4

Casa Andina Hotel 2005 Peru Road Map 2002 Cartographic design: Grupo Geo Graphos Cartographic design Lima 2000

Walter H. Wust 2003 Ricardo Espinosa 2004 Cartographic design: Grupo Geo Graphos Cartographic design: Grupo Geo Graphos

THE DEVELOPMENT OF TOURIST CARTOGRAPHY, 90’s TO THIS DAY

We are aware that cartography has two clearly defined potential uses in the tourist sector:

 As an instrument for planning and marketing in this activity.  As a means of communication and promotion for the development of this activity.

The government has decreased significantly its roll as a planner in the last fifteen years, therefore, the direct and concerted application of the cartography in the tourism planning process is difficult.

As a form of diffusion, cartography has had a sustained development from the private and government sector in the last ten years, and is constantly influenced by technological progress and the type of technicians that take part in its execution.

Our constant effort to diffuse the cartographic language has influenced the organizations we work with and enables them to identify their objectives with more precision as well as the type of users they want to reach. In some cases, they have included in their working methodology some processes such as:

 Identify the information that has to be disclosed for the market segment they are directing themselves to.  Consider the cultural and educational characteristics of the users to choose the degree of complexity of the map.  Request counseling to know the type of graphic representation for the information they want to represent and they take it into account when they compile field information.  Consider the graphic design of the maps as part of the design of the document.  Consider the type of printing material for the cartography to choose the amount of variable to be used.

Analysis of the tourist cartography elaborated by different institutions

In these years of work we have compiled different tourist maps of many regions in the country about which we can say:

 The lack of knowledge of formal cartographic language between authors and mapmakers, has generated a cartographic language with special features a language of consensus, both used and demanded.  Some elements that require a certain level of abstraction are not used such as the scale and coordinates, since these maps only show the area immediately known by the user group and it is used mainly to locate touristic information in relation to the towns and the roads.

 The regional characteristic of the maps, made for local use does not require initially interpreting the situation in a national context. The question at this point is to know what image the actors involved have about themselves in the national system.

 The symbolization of the variables varies according to the educational level and the cultural characteristics of the people. Figurative symbols are mainly used per element (in many cases the variable cannot be classified) and in some areas of the country (center jungle and north) pictures and drawings are used (picture of the central square to symbolize the town, water fall pictures, etc.). Real facts are communicated and not abstracts.

 Color management and distribution of elements can change from map to map, some use colors with high contrast and frequently have pictures around the maps, and others have only one color and texts with explanations instead of symbols.

 We have detected differences among maps depending on the regions; we can suppose that each cultural group adapts their cartographic language and rules to their forms of expression.

Typology of the tourist cartographic material as media

Can be proposed:

Objective of Use 1. A product itself: books, tourist guidebooks, route maps or tourist circuits, brochures, magazines prepared to show a tourist attraction are in this category. Figure 5

Figure 5 Touristics maps PromPerú 2003-2005 Books guides and Travel maps 1990 - 2005

2. As an element of a marketing system or to advertise a service: In this case it is subject to the objectives of the service that the institution wants to provide: an organized tour, a promotional fair, location of the company that owns the cartographic material, etc. Figure 6.

Figure 6 Tour operator Inkaterra Casa Andina Hotel Cocos Lodge, Jungle center Coffee & Restaurant Inkanatura,2005 Hotel,2005 tour services, 2005 of Perú tour services, 2004 City tours, 2004

By Cartographic Design 1. Map with adequate language cartographic: color, shape, size and orientation, symbolization, classification; etc. Figure7

Figure 7

Promperú 2004. Sacred Valley 2002 Cartographic design:.Grupo Geo Graphos Cartographic design Lima2000

2. Sketch maps with basic classification and symbolization. Figure 8.

Figure 8

Tourist Route of Pozuzo. PRODAP, 2002 approx Pocket Tourism Guide of Lambayeque 2004

3. Sketch maps without classification and symbolization, use of text, pictures or graphics for each variable. Figure 9.

Figure 9

. Tourist map of Tacna Sacred Valley – Cuzco Map ZOFRATACNA - Business District of Tacna - Perú 2002. Peru Guide 2003

Limitations for the elaboration of tourist cartography

Geo-spatial information and management of gis and graphic design software  Scarce, not diffused and disperse official geo-spatial information  Generally, gis and graphic design software for making tourist maps does not use together.  Cartographic information of different quality due to technology used when it was made, time of elaboration and technicians in charge of it (engineers, geographers, architects, etc.).  The governmental offices do not consider the georeferenciation of the tourist information, it that would enable the construction of national touristic spatial data infrastructure. The country currently has an experience with a spatial data infrastructure developed from the gis office of the Ministry of Education, now online.

There is no methodology for its application in:  The governmental sector (planning, marketing, legislation, media etc.)  The educational institutions in charge of forming professionals to work in this sector (administration, marketing, tourism, geography, etc.)  Private sector (tourist operating companies, services, communications, etc.)

Principal difficulties of the author or responsible for the cartography  Identify the complete objective and the type of use for the maps  Lack of knowledge of the cartographic language

Principal difficulty for the cartographic designer  Lack of knowledge of the cartographic language

CONCLUSIONS

1. Tourist cartography has an enormous potential for development and application in the planning, media and marketing areas 2. Formal knowledge of the cartographic language is limited. Many governmental and private institutions do not have personnel expressly prepared for it. 3. Displacement of cartographers by technicians of other fields throughout the years has influenced the cartographic expression of the tourist maps in the country. 4. The tourist cartographic language as a form of communication has two clear tendencies: the one following formal rules and the one that shows special language features.

RECOMMENDATIONS

1. Identify and catalogue the main institutions and/or entities responsible for the official information of interest to the tourism sector. 2. Register and classify touristic cartographic information available. 3. Elaborate the national georeferentiated touristic information to be used as an spatial data infrastructure. 4. Design an diffuse a methodology to elaborate and read tourist cartography for planning, media and marketing for the tourism sector 5. Investigate the evolution of cartographic expression in the country; the tourist system helps in the investigation due to its complexity, in order to develop methodological tools that make the use of cartography easier.

BIBLIOGRAPHY

BARRADO Timón, Diego A. (2001) El papel de la geografía en la formación de técnicos en turismo Cuadernos de Turismo 7, Departamento de Geografía, Universidad Autónoma de Madrid.

BOLETÍN DE LA SOCIEDAD GEOGRÁFICA DE LIMA, AÑO 111 Nro 115 (2003) Fondo Editorial de la Sociedad Geográfica de Lima

BOULLON, Roberto C. (2003) Planificación del Espacio Turístico, Serie Trillas Turismo.

ESPINOSA, Ricardo (2002) La Gran Ruta Inca, Petroperú

INVESTIGACIONES EN TURISMO, AÑO 1, VOL 1(1997) Facultad de Turismo y Hotelería, Universidad San Martín de Porres.

KHATCHIKIAN, Miguel (2000) Historia del Turismo, Turismo y Sociedad I, Universidad San Martín de Porres.

TALAVERA Rospigliosi (2003): 30 años de Turismo en el Perú, Cámara Nacional de Turismo

MONMONIER Mark (1996) How to lie with maps, The University of Chicago Press

MIRANDA Guerrero, Ruth y ECHAMENDI Lorente, Pablo (2001) Representación del turismo a través del mapa: propuesta sintáctica y comentario de ejemplos, Departamento de Geografía, Universidad de Alcalá.

Geog. Maria Luisa Mori Segura. Studied Geography and courses of engineer and anthropology at Pontificia Universidad Católica del Perú. Directs Grupo Geo Graphos since 1996, company that elaborates digital Thematic Cartography for media, working as a Cartographer. Does research and applications for complementary use of graphic design, photographic and video programs of vectorial and raster geo-spatial data with gis software. Applied Thematic Cartography Consultant for studies and research in the mining sector, socioeconomic, historic and anthropologic studies. Main areas of interest: perception, visualization, cartographic language, cartographic design, graphic interfaces development for the spatial data infrastructure.

Geog. José Barreda Sandoval. Studied Civil Engineering and Geography at the Pontificia Universidad Católica del Perú, at present studies in an art school. Directs Grupo Geo Graphos since 1996, company that elaborates digital Thematic Cartography for media, working as a Cartographer. Does research and applications for complementary use of graphic design, photographic and video programs of vectorial and raster geo-spatial data with gis software. Works as Urban Geographer since 1997 and is Chief of the Urban Program since 2004 at the NGO Centro de Estudios y Promoción del Desarrollo (DESCO). Performs promotional and development jobs with anthropologists, sociologists and economists in the south outskirts of the city of Lima. Main areas of interest: Urban systems, visualization, cartographic language, cartographic design semiotic, color perception.

Annex

Grupo Geo Graphos is a company formed by geographers specialized in the elaboration of Thematic Cartography por Publishing. We started working by elaborating The Inca Guidebook for Roads in Peru (PEISA, 1996), up to this date more than 80% of the cartography we have prepared has been for the tourist sector.

Since it started its activities they have prepared maps for different institutions, private, governmental and educational, which allows there to have a complete overview of the tourist cartographic system in the country. As follows thet have a selection of the main works they have done:

PUBLICATION TYPE INSTITUTION TYPE OF YEAR INSTITUTION Tourist Destinations in Collection Diario Expreso Private Company 1997 Peru, Maps of Magazines Departments Inca Road Guidebook Tourist Guidebook Editorial PEISA Private Company 1996 - in Peru 1998 Protected Areas in Peru Institutional Book National institute of Natural Governmental 2000 Resources Organization Tourist Routes I and II Collection Ruedas y Tuercas, El Comercio Private Company 2000 - Magazines newspaper 2001 Cuzco Inca Guide Tourist Regional Editorial PEISA Important Publisher 2000 Guidebook Tourist Routes Bimonthly Tourist Bienvenida, Rumbos Private Company 1997 -2005 Magazines Regional Tourist Maps Brochures Tourist Operators: Inkanatura, Private Company 1997 - Inkaterra, Explorandes. etc. 2005 The Great Inca Route Research Book Petroperú Governmental 2002 Organization Natural Sanctuaries in Collection Books Editorial PEISA - La República Private Company 2003 Peru newspaper National and Regional Brochures PROMPERU Governmental 2001 - Tourist Maps Organization 2005 Ancash Inca Guidebook Tourist Regional Editorial PEISA - Empresa Private Company 2004 Guidebook minera Buenaventura Touristic Cartography Research Project Institute of Investigation in Private University 2005 Tourism