The purpose of this research is to identify the motivations and segmentation of demand in coastal cities. The present study was carried out in Lima, a tourist destination in the Peruvian Pacific Ocean coast. This quantitative study used a sample with 381 valid questionnaires. To analyze data, factor analysis and non-hierarchical K-means segmentation were performed. Results show six motivational factors: “Culture and nature,” “Authentic coastal experience,” “Novelty and social interaction,” “Learning,” “Sun and beach,” and “Nightlife.” The study presents three different segments of visitors: “Passive Tourists,” “Eco-coastal,” and “Multiple motives.”.