Peru is looking east as it strengthens its presence across the Asia-Pacific market. Ricardo Baraybar, Inbound Tourism Deputy Director at PROMPERÚ, discusses how the destination is adapting its offer for Asian travellers and showcasing the breadth of Peru beyond its best-known landmarks.
Can you tell us about the importance of the Asia-Pacific tourism market for Peru?
PROMPERÚ is focusing on Asian-Pacific markets because their travellers tend to have high purchasing power and stay longer when they travel. They are also increasingly interested in discovering new and off-the-beaten-path destinations.
Many of these travellers have already explored countries across Asia, Europe, and the United States and are now seeking new and distinctive experiences in regions such as Latin America and Africa. In response to this growing demand, PROMPERÚ is working to position Peru as an attractive and emerging destination for Asian travellers, while actively expanding the presence of Peruvian tour operators at major travel markets across Asia.
How is Peru working to adapt offers to encourage inbound travellers from Asia?
Peru is increasingly well prepared to welcome visitors from the Asia-Pacific region, with ongoing efforts to strengthen connectivity and enhance visitor services. PROMPERÚ works closely with industry stakeholders to better understand the preferences and expectations of these travellers and adapt the tourism offer accordingly.
For instance, some luxury hotels are participating in Chinese-friendly certification programmes, while over 40 Peruvian tourism businesses have completed specialised training to better serve the Chinese market.
“Peruvian gastronomy is a powerful expression of our history and cultural identity.”
What sets Peru apart from other destinations in South America? What can visitors to ITB Asia discover on your stand at the show this year?
Gastronomy is one of the elements that sets Peru apart. With over 5,000 years of history, Peru has developed extraordinary culinary diversity through the fusion of indigenous, Spanish, African, Chinese, and Japanese traditions. This unique blend makes Peruvian gastronomy a powerful expression of our history and cultural identity.
Peru is also a country with a rich cultural heritage, where nature has always played a central role in our history and traditions. Travellers can connect with the past while experiencing vibrant expressions of music, dance, and art, creating an authentic and meaningful connection with Peru’s culture and identity.
At ITB Asia this year, visitors can discover the many faces of Peru—from the coast and the Andes to the Amazon rainforest—and learn how our history, nature, and vibrant living culture come together to create unforgettable travel experiences.
Machu Picchu is one of Peru’s most famous tourist attractions. What are some of the other destinations and experiences travellers can enjoy in Peru? How are you promoting them?
While Machupicchu is the country’s crown jewel, there is so much more to discover in the Cusco region, where the iconic citadel is located.
To reach Machupicchu, travellers journey through the Sacred Valley of the Incas, a place of natural beauty and cultural richness. Sites such as Pisac, Ollantaytambo, and Moray showcase the ingenuity and enduring legacy of Inca civilization. Beyond its archaeological treasures, the valley is home to vibrant living cultures, where locals preserve ancestral traditions, crafts, and ways of life passed down through generations.
A journey into the Peruvian Amazon is also essential. As one of the most biodiverse regions on Earth, it offers exceptional wildlife experiences, including opportunities to observe pink river dolphins, macaws, and capybaras in their natural habitat. Visitors can explore the rivers by boat or cruise while immersing themselves in the breathtaking scenery and extraordinary biodiversity of the Amazon.
What are your goals for ITB Asia this year?
Our goal is to position Peru as a leading destination in South America for our authentic experiences, showcasing its rich cultural heritage, extraordinary biodiversity, and breathtaking landscapes. We aim to inspire travellers to discover Peru through meaningful encounters, immersive adventures, and unforgettable experiences that connect them with our people, culture, and nature.
