Peru reaffirms its position as a key destination in Australia during the Latin America & Antarctica Roadshow

As part of its international promotional efforts, the Peruvian Export and Tourism Promotion Commission (PROMPERÚ) participated in the Latin America & Antarctica Roadshow 2025, with the goal of strengthening Peru's position as a luxury destination by promoting new tourist circuits and products to attract Australian travelers.

This event brought together 300 tourism industry professionals in the cities of Adelaide, Melbourne, Brisbane, and Sydney. PROMPERÚ participated as an official sponsor, allowing the institution to promote Peru as a must-visit tourist destination on South American itineraries and to introduce Australian tour operators to Peruvian tourism offerings.

This year's edition, which took place from May 7-15, marked a milestone by including the city of Adelaide for the first time, allowing for connection with new professional segments and further diversifying promotional channels.

The event featured the participation of PROMPERÚ's Trade Office in Australia and New Zealand, in the four aforementioned cities. Also in Melbourne was the presence of the Peruvian Ambassador to Australia, Vitaliano Gallardo Valencia, who highlighted the country's cultural richness and mega-diversity as key pillars for attracting international tourism.

During the business meeting, LATAM Airlines announced the increase in its flight frequency between Oceania and South America, including daily operations starting in November. This improvement will facilitate access to Peru for Australian and New Zealand travelers.

Throughout the event, PROMPERÚ presented a renewed portfolio of unique experiences. Among the main new features were tourist circuits in the Ancash region, the promotion of top-quality railway products, and high-end cruise experiences in the Peruvian Amazon.

Additionally, differentiated products were presented aimed at Generation Z (born in the late 1990s and early 2000s), such as glamping, experiential tourism, and sustainability-oriented proposals such as visits to protected nature reserves.

PROMPERÚ participated as the main sponsor of the business roundtable, promoting the country as a must-see destination on South American tourism itineraries. As part of the sponsorship, the event focused on Peru as a destination, and a seven-minute presentation about the country was offered, maximizing its visibility and generating greater interest among attendees.

Mincetur's participation, through PROMPERÚ, in the Latin America & Antarctica Roadshow 2025, reaffirms its commitment to the international promotion of the country, strengthening its position as a regional leader in inbound tourism and a high-end, authentic, sustainable, and gastronomic destination for Australian travelers.

Peru Highlighted in Australian Press
The tourism offerings of different regions of the country have been highlighted in Australian media. Journalist Jeremy Bourke wrote a three-page report on Lima, Cusco, and Madre de Dios that was published in the Travel + Luxury supplement of The Australian newspaper. PROMPERÚ provided support during his visit to Lima.

The Australian is a national newspaper reaching 5.4 million readers monthly across all its formats. On Fridays, it publishes a Travel + Luxury supplement dedicated exclusively to travel.

Importance of the Australian Market
The Australian market is a strategic market for PROMPERÚ and represents a key source of visitors to our country. Australian visitors are showing a growing interest in discovering Peru, attracted by its adventure-ready landscapes, its rich culture, and its world-renowned cuisine.

In 2024, Peru recorded an outstanding 57% growth in Australian tourist arrivals, reaching a total of 27,304 visitors. This positive trend will continue in 2025, with a 24% increase (6,332 tourists) in the first quarter of the year alone.

Source: PROMPERÚ.