Peru is betting on segmented promotion and specialized experiences to grow in the international market
María del Sol Velásquez, Director of Tourism Promotion at PROMPERÚ, presented the country's strategy at FITUR, based on segments such as adventure, culture, gastronomy, and religious tourism, along with a strong push for connectivity and digitalization
What are Peru's goals and expectations at FITUR?
Peru arrives at FITUR with a clearly defined promotional strategy focused on specialized segments, aiming to connect directly with the interests of each market. For Spain, the main pillars are adventure and nature tourism, the cultural segment—which permeates the entire offering—and a new and growing product: religious tourism, driven by the Pope's Route, launched last year.
Added to this is the gastronomy, which has an excellent reception in the Spanish market, and the positioning of Lima as a destination that combines high-level cuisine, specialty coffee routes and an outstanding scene of internationally recognized bars.
What products and destinations are part of this strategy?
In the realm of adventure and nature, Peru promotes not only Iquitos and the Amazon, but also Áncash, as a premier destination for trekking and high-altitude hiking. The country's strategy aims to showcase a more diversified and specialized offering, allowing travelers to create tailor-made experiences based on their interests.
What other key aspects accompany international promotion?
The strategy rests on three pillars: diversification, connectivity, and digitalization. In this regard, the addition of LEVEL with a direct flight from Barcelona to Peru is particularly noteworthy, strengthening access from Europe.
All of this work is being carried out under the umbrella of responsible and sustainable tourism, aligned with the evolving values of travelers.
What visitor projections does Peru have for 2026?
Peru expects to surpass 4 million international tourists in 2026. In 2024, the country received 3.2 million visitors, and in 2025 it registered growth of nearly 5%. For the Spanish market, the goal is to grow by 15% this year.
What actions accompany this growth strategy?
PROMPERÚ carries out comprehensive promotion throughout the year, with more than 150 international events including trade fairs, business matchmaking events, and workshops, in addition to campaigns, strategic alliances, press trips, and influencer engagements.
New this year, in April, a travel planner powered by artificial intelligence will be launched, allowing potential travelers to design their ideal, personalized route through Peru.