Peru marks a strategic return to the European MICE market with its outstanding participation in IBTM World 2025

Peru's Export and Tourism Promotion Commission (PROMPERÚ) concluded its participation in the 21st edition of IBTM World, one of the most influential MICE (Meetings, Incentives, Conferences and Exhibitions) tourism events globally, with highly positive results. The trade fair took place from November 18 to 20 at Fira Barcelona, ​​bringing together professionals and specialized buyers from various international markets.

During the three-day event, the Peruvian delegation facilitated over 320 business meetings, generating an estimated US$2 million in potential business. These results solidify Peru's presence in the European market and reaffirm the institutional commitment to strengthening the MICE (Meetings, Incentives, Conferences, and Exhibitions) segment as a strategic tool for international tourism promotion.

This edition marked the country's return to the fair after almost ten years, a return that responds to the need to boost the international marketing of the MICE segment with a strategic focus on the European market, considered a priority due to its high level of spending and its growing interest in destinations that integrate cultural, gastronomic and nature experiences.

Peru's participation was facilitated by the presence of PROMPERÚ's Trade Office in Madrid; seven specialized co-exhibiting companies; and the Lima Convention Bureau, key players in the promotion of high-end hotel services, event organization, transportation, and travel experiences. The Peruvian stand brought together Be Peru MICE; the hotel chain comprised of JW Marriott Lima, JW Marriott El Convento Cusco, Sheraton Lima Historic Center, Courtyard Lima Miraflores, and Fairfield Lima Miraflores; AC – The Westin Lima & The Luxury Collection Peru – Aloft; as well as VIPAC, Tex Luxury Travel, PeruRail, and Peru Routes DMC. This integrated offering showcased a strong and diverse portfolio of Peru's offerings as a competitive destination for congresses, corporate meetings, and incentive travel.

In addition, PROMPERÚ held a specialized presentation for a select group of 30 hosted buyers from Colombia, Argentina, Brazil, Mexico, Portugal, France, England, and Spain. This event highlighted the country's strengths for the MICE industry, emphasizing the infrastructure, connectivity, and services available in the priority cities of Lima, Arequipa, Cusco, Paracas, and Iquitos.

Peru offered a 360° experience at the stand, incorporating gastronomic activations with tastings of ceviche, causa, ají de gallina and other emblematic preparations, in addition to samples of pisco-based drinks.

These actions reinforced the country's positioning as a destination that integrates authenticity, tradition and innovation in every proposal associated with meetings and incentives.

In addition, a networking session was organized where eleven Peruvian exhibitors presented their offerings to incentive travel companies in the Spanish market. This event fostered stronger business relationships and showcased Peru as an inspiring destination where gastronomy, vibrant culture, and history enhance the corporate event experience.

With this participation, PROMPERÚ, an entity attached to Mincetur, reaffirms its vision of promoting the country as a destination capable of offering modern infrastructure, excellent services and unique experiences that turn every meeting or incentive trip into an unforgettable experience.

Source: Promperú.