Comparative Analysis of the Audiovisual Tourist Image Projected by the Ministries of Peru, Colombia, and Ecuador (2019–2020)

This article examines the impact of the audiovisual tourism image projected by the Ministries of Peru, Colombia, and Ecuador from 2019 to 2020, focusing on communication strategies that promote national identity and appeal to target market niches. A qualitative approach was adopted, involving the selection and descriptive analysis of audiovisual promotional campaigns at the country level, specifically Volveré (Peru), Colombia, Feel the Rhythm, and Be Well (Ecuador). Campaigns were analyzed based on visual composition, soundscapes, and the use of wide-angle shots, native sounds, and contextual imagery. Thematic coding and comparative analysis highlighted digital trend alignment and cultural symbolism, revealing a strategic use of audiovisual elements to influence tourist perceptions and engagement. Key findings indicate that these campaigns successfully maintained a communicative intent through digital mediums, showcasing each nation’s unique cultural and natural landscapes to enhance tourism interest and engagement.