Peru at WTM Latin America: “Brazil has become one of our most important markets”, says Ricardo Barayba

Ricardo Baraybar, Director of Inbound Tourism at PromPerú, spoke exclusively and recalled his career and the growth of tourism between the two countries.

“Today, Brazil is almost the most important country for Peru in terms of number of tourists,” said Baraybar. In 2023, the country received around 185,000 Brazilian tourists, an increase of 41% compared to 2013. “This was the result of a lot of work. Before, Brazil was a small market for us. The change was built with a lot of effort,” he added.

Back to the origins with new perspectives

Baraybar began his career at PromPerú over 20 years ago and, after a long career in the private sector, returned in 2023 to take on the role of director of inbound tourism. “I worked with the Brazilian market back in the 2000s. I have a great affection for this audience and believe in its growth potential,” he said. According to him, digital transformation has been the biggest change in promotional strategies over the years. “Today, everything is digital. If it’s not on a screen, it practically doesn’t exist.”

Peru beyond Machu Picchu

During the conversation, Baraybar highlighted the commitment to promoting other destinations besides the already famous Lima and Cusco. “We are working hard on diversification. Arequipa, for example, is the white city, full of history, with the impressive Colca Canyon and luxury tourism in hotels with private pools overlooking the canyon,” he explained.

Another region that stood out was Ica, located just three hours from Lima, which is home to the only oasis in the Americas, Huacachina, where visitors can experience sand sports and glamping experiences in the desert. “It’s like living in the Sahara, but in Peru,” he described enthusiastically.

Ideal trip duration and connectivity

Baraybar recommends that Brazilian tourists stay in the country for 10 to 15 days to fully enjoy the diversity of experiences. He also highlighted the good air and rail connectivity, as in the case of Machu Picchu. “Access is by train from Cusco, with options ranging from the most luxurious to the most affordable. The journey through the Urubamba Valley is an unforgettable visual experience,” he assured.

Expanding partnerships

Peru’s participation in the WTM is seen as strategic. “The fair is extremely important for us,” he said. PromPerú is in talks with Brazilian airlines and operators, reinforcing its commitment to strengthening connections with Brazil and expanding bilateral tourism flows.
As Baraybar said: “We want tourists to leave Peru wanting to come back. And that can only be achieved through diversity, hospitality and enchantment.”

Report and photo: Mary de Aquino.