WTM Latin America: Fernando Albareda, Director of PromPerú in Brazil, highlights Peru’s tourism diversification strategy and increased investments

PromPerú has intensified its strategy to diversify its tourism offering for the Brazilian market, aiming to reduce the concentration of visitors in traditional destinations and promote new regions of the country. The assessment was presented by Fernando Albareda, the organization’s new director in Brazil, during WTM Latin America.

The 13th edition of WTM Latin America takes place from April 14 to 17 at Expo Center Norte in São Paulo.

With international experience in promoting Peru abroad, Albareda recently took over operations in Brazil after working in markets such as Japan, the United States, and Turkey. According to him, PromPerú’s work integrates tourism, exports, and investments as part of a coordinated international positioning strategy.

“What we do is promote Peru in an integrated way, connecting tourism, business, and investment opportunities,” he said.

In Brazil, the executive observes a transforming market, with operators seeking to expand their portfolios and incorporate new products. According to him, there is growing demand for alternative destinations, creating opportunities to promote regions beyond the traditional circuit.

Historically, international tourist flow to Peru has been concentrated in the Cusco region and Machu Picchu. The current strategy aims to broaden this reach by highlighting other areas with potential in segments such as nature, gastronomy, culture, and archaeology.

Among the key initiatives is the development of shopping tourism, particularly linked to textile production. The country accounts for a significant share of global alpaca fiber production, used in clothing and decorative items. The goal is to integrate these products into the tourism experience, increasing the added value of trips.

Another growing segment is wine tourism, with emphasis on the Ica region, where wine and pisco, the traditional Peruvian spirit, are produced. The diversification of experiences aims to increase visitors’ length of stay and stimulate local spending.

In terms of investment, Albareda points to growth in hotel supply across different regions, with participation from international groups and domestic operators. Projects range from global chains to developments focused on cultural and environmental integration.

Regions such as Urubamba, Arequipa, and parts of the Peruvian Amazon have attracted some of these investments, reflecting a trend toward expansion beyond the most established destinations.

According to the diplomat, this movement aligns with a broader shift in the tourism sector, with greater emphasis on diversified experiences and less concentration in high-traffic destinations. In this context, Brazil is considered a strategic market for repositioning Peru in international tourism.

Report and photo: Mary de Aquino.