Peru promotes its tourism offering at ITB China, the most influential tourism event in the country

The Peruvian Export and Tourism Promotion Commission (PROMPERÚ), along with 18 national companies from the regions of Cusco, Loreto, and Lima, is participating in the ITB China 2025 international trade fair, which will take place from May 27 to 29 in Shanghai.

This event, which brings together more than 85 countries and 1,400 buyers from the Chinese market, is an important showcase for Peru's tourism and cultural riches, with the goal of consolidating the country as a destination for authentic experiences in the competitive Asian market.

With a 117 m² stand, the Peruvian delegation is promoting a diverse range of cultural, nature, and luxury tourism, highlighting iconic destinations such as Lima, Ica, Arequipa, Cusco, Puno, Loreto, and Madre de Dios.

During the 2024 edition, Peru participated for the first time as an exhibitor at ITB China, accompanying 12 companies. On that occasion, more than 600 business meetings were held and a business potential of USD 3.3 million was generated, demonstrating the growing interest of the Chinese tourism sector in exploring new destinations like Peru.

Business Roundtable in Beijing
As part of ITB China, a business roundtable was also held in Beijing with the participation of the Peruvian delegation. This event brought together local travel agents and national tourism companies in one-on-one meetings, with the aim of establishing business alliances and strengthening ties with this strategic market.

MINCETUR's participation, through PROMPERÚ, in ITB China and the business roundtable in Beijing reaffirms the Peruvian government's commitment to the country's international promotion, strengthening its position as a regional leader in inbound tourism and a destination offering unique experiences for Chinese travelers.

Importance of the Chinese Market:
China is positioned as the main source market for Asian tourists to Peru. In 2024, our country received 39,551 visitors from this country, representing a 77% increase compared to the previous year. This positive trend continues in 2025, with 15,110 Chinese tourists registered through April, reflecting a 39.8% increase compared to the same period last year.

Chinese visitors find Peru an ideal destination, combining breathtaking landscapes and a thousand-year-old cultural heritage. This growing interest is supported by international recognition, such as the recent award given by the luxury travel magazine Voyage, which recognized Peru as the "Best Sustainable Destination."

Source: Promperú.