Elva Yáñez Castillo, PromPerú, highlights focus on the Chinese market and the growth of corporate tourism in Peru

PromPerú's Meetings & Incentives Manager, Elva Yáñez Castillo, explains that the United States remains the main market for recovery, while Chile remains relevant due to its proximity. According to her, Brazil is already demonstrating a solid recovery, driven by air connectivity and the growing interest in experiences that combine culture and nature.

Yáñez Castillo also highlights the movement toward closer ties with the Asian market. According to the executive, China has received increased attention in promotional activities and negotiations for new air routes. "We're focusing on the Asian market, especially China," she says. The goal, she explains, is to establish direct connections that will increase the flow of visitors and create new opportunities for the sector.

Incentives for the hotel industry and private investment

The strengthening of tourism is also reflected in the expansion of hotel infrastructure. The executive notes that there is growing interest from both international groups and local investors. She attributes part of this growth to the new Tourism Law, which created specific incentives for private capital. "These incentives allow Peruvian and international investors to come and see the destination's potential," says Yáñez Castillo. According to her, the measure has resulted in new lodging projects and partnerships between the public and private sectors.

Growth of corporate travel

In the MICE segment, the country has been receiving a greater volume of pharmaceutical, automotive, and insurance companies. The manager explains that local operators specializing in DMCs have been crucial in meeting this demand. "Everything related to medicine, medical laboratories, is what we receive the most," she comments. The corporate audience, she says, is more demanding and seeks experiences that complement events, which reinforces Peru's role as a competitive destination in the region.

Event structure and results

The Peru MICExperience 2025 lasted approximately one week and combined business meetings with technical visits to tourist destinations. The 32 invited buyers participated in trips to different regions of the country, with itineraries that included Lima, Iquitos, Cusco, and Paracas. The experiences were designed to showcase the diversity of Peruvian tourism products and foster business partnerships.

Yáñez Castillo estimates the meeting will generate an economic impact of approximately four million soles (US$ ≈ 1,183,000). "We hope to generate business opportunities," she states. According to her, the event's format sought to balance direct negotiation and cultural experiences as tools for strengthening the sector.

Operational challenge and continuity

Although the MICExperience format is already held in other countries, this was the first large-scale edition in Peru. The manager acknowledges that the process involved administrative challenges, especially after changes in public procurement regulations. "It was a huge challenge, but we managed it," she says.

With the event over, the focus shifts to maintaining established business relationships. Yáñez Castillo states that the overseas trade offices will continue to follow up on the contacts made during the week of activities. "Now we have the event, but we have to keep working," he concludes.

Report and photo: Mary de Aquino.