María del Sol Velásquez, Tourism Promotion Director of PROMPERÚ, bets on connectivity and diversification to boost business tourism in Peru

María del Sol Velásquez has over 20 years of experience in the public and private sectors. She states that her career path was essential to the strategic vision that has led her today to the Directorship of Tourism Promotion at PROMPERÚ. She explains that understanding both the dynamic nature of the business world and the workings of the government helped to connect interests and align expectations.

"My experience over the years has been working in both the private and public sectors, and understanding how each one functions," Velásquez stated.

According to her, this integration is what allows for the structuring of policies that resonate with the realities of the tourism industry.

Continuity with its own identity.

The executive acknowledges the institution's established technical work, which for years has elevated the country's tourism standing. However, she pledged to renew guidelines while maintaining patriotism as a central value.

The management's focus is shifting to highlighting more than just Machu Picchu's worldwide fame. The goal is to reveal a multifaceted Peru to the world, with potential in adventure, nature, gastronomy, and community-based tourism, attracting specific types of travelers and expanding the destination's international presence.

Connectivity as an engine for growth.

Before the pandemic, Lima played a significant role as a South American air hub. However, the late reopening of borders led airlines to prioritize other countries. The inauguration of the new Jorge Chávez International Airport marks a turning point.

Velásquez García highlights that Peru has returned to the circuit of major negotiations with international companies and events in the sector. The work is integrated between the government, airport operators and PROMPERÚ, aiming at regaining regional prominence.

"We want them to see Peru again as a strong hub that is truly leading the market," the director stated.

The goal is for this progress to be sustained over the next five years, repositioning Lima at a competitive advantage over Argentina, Chile, and Colombia.

Markets driving the recovery

The United States remains the main source of visitors to the country. Brazil's recovery is already being celebrated, especially due to the resumption of air connections. Europe continues to be relevant, and now the Asian market is gaining absolute priority.

China, in particular, is at the heart of the strategy. There are negotiations with companies interested in connecting the country directly to the Southern Hemisphere, attracting high-spending, high-volume travelers.

The hotel industry is prepared for new investments.

To absorb the growth in tourism, the hotel sector is undergoing modernization. The new tourism law is boosting domestic and international investments, which are finding in Peru a destination with strong potential for expansion.

New hotel chains are emerging. Hotels are being built in different regions. And hospitality experiences are becoming even more refined to cater to a global audience.

Peru MICExperience 2025 opens doors to global business.

The meeting was considered a milestone for positioning Peru in meetings, incentives, congresses and exhibitions tourism.

In his opening speech, Velásquez García welcomed the international representatives, emphasizing the country's unique strengths:

"We have world-class infrastructure, growing connectivity, a spectacular hotel offering and, above all, a hospitality that sets us apart from the rest of the world."

She also pointed out that tourism is development and that the partnership between the private sector and the public sector is what makes this progress possible:

"Tourism generates jobs. Tourism boosts and energizes a country's economy," the executive emphasized.

The strength of a country that welcomes with its heart.

The director summarizes what makes Peru such a remarkable destination: its ability to transform travel into emotion. The joy, the culture, the experiences, and, above all, the warmth of the people are the attributes that elevate visitor satisfaction and the desire to return.

Reporting and photo: Mary de Aquino.