After the Covid-19 pandemic, the tourism sector in Peru was very seriously affected (Ministry of Foreign Trade and Tourism, 2020). This led many hotels to close their doors indefinitely without knowing what would come in the future. When tourism was reactivated, at the end of the pandemic, new and innovative tourism proposals emerged that break the mold and challenge tourists to delve into a different type of tourism. During the resolution of the case, we seek to find strategies that appeal to this type of tourist to take advantage of the opportunities that the current tourism market has to offer. After an analysis of the competitive environment, the main target audience was defined as people between 25 and 40 years old from Metropolitan Lima who seek to travel within the country looking for a different type of tourism who are in a socioeconomic level A or A+. Based on these, the brand s...