Elva Yáñez, from PROMPERÚ, highlights the growth of corporate events and the impact of Peru MICExperience 2025

According to Elva Yáñez, meeting and incentives manager at PROMPERÚ, the corporate segment in the country is booming. “We are working through our national DMCs, which have mainly received pharmaceutical, automotive, and insurance companies. Everything related to medicine and medical laboratories is what we receive the most,” Yáñez explained.

The executive highlighted that the interest in corporate events in Peru has been growing, driven by modern infrastructure and the diversity of tourist destinations integrated into business experiences.

A week of experiences and connections

Peru MICExperience 2025 – Business Meeting, held on October 27 at the Hotel Intercontinental in Lima, was more than just a business roundtable. The event extended for about a week, with an intense program that combined business meetings and immersion trips across the country.

“It’s not just a business roundtable, it’s a whole major event. We organized a FAM trip before the roundtable, during which the 32 invited buyers traveled for about six days to explore various locations in Peru,” said Yáñez. Among the destinations visited were Lima, Iquitos, Cusco, Machu Picchu, Paracas, and even a luxurious cruise on the Amazon River.

The Brazilian audience received special attention. “Brazilians really enjoy the dunes, the desert, and that combination with Machu Picchu. We want them to know that Peru has much more to offer beyond the world icon,” she added.

Economic impact and concrete opportunities

With 32 business tables, the event reached an estimated economic impact of around 4 million soles. According to Yáñez, months of work involved a dedicated team of 12 people, ensuring the execution of an extensive program until early November.

“We hope these meetings turn into actual trips and incentive programs. This roundtable is mainly focused on incentives and relationships, and we want buyers to leave here with real opportunities,” she emphasized.

A milestone for incentive tourism in Peru

Peru MICExperience 2025 was the first edition of the event held in the country. Yáñez emphasized that the format is already recognized in other markets, but the logistical and administrative challenge of bringing the experience to Peruvian territory was significant.

“It was a great challenge because the government’s contracting laws changed, and we needed to meet the new requirements. But we did it. For us, it’s an achievement not only commercially but also institutionally,” she said.

Relationships that transcend borders

For Elva Yáñez, the success of the event is not measured only by signed contracts but by the continuity of the established connections. “MICE is about relationships. Now we have the event, but the work continues. We do this in partnership with our commercial offices abroad, maintaining contact with buyers from Brazil, Colombia, Argentina, and other strategic markets,” she explained.

Report and photo: Mary de Aquino.