The Peruvian tourism sector is experiencing a phase of recovery and expansion, marked by strong momentum in employment and foreign currency generation, despite ongoing sector challenges.
By the end of 2025, Peru had received 3.4 million international tourists, a figure representing 78% of the total recorded before the COVID-19 pandemic.
Of the total number of tourists who arrived in Peru last year, most came from Spain, the United States, Mexico, the United Kingdom, Brazil, and Colombia.
"However, what we must highlight is that there are 18 million people from these countries who have had and continue to have the intention of visiting Peru," said Apotur board chair Claudia Medina in statements to the Economika supplement of the Official Gazette El Peruano.
However, she noted that their arrival in Peru is contingent on factors such as the country’s offerings, its appeal, and entry barriers, among others.
Results
International interest in Peru remains high, although it is showing signs of cooling, according to a report by the tourism association based on the Insight Hunting SEO methodology, through which the digital activity of 18.4 million people in the aforementioned countries was analyzed.
"We are talking about approximately 14% less interest in traveling to Peru and discovering its attractions. This decline reflects the international market’s sensitivity to reputational and short-term factors," said Apotur director Angel Chanco.
He noted that the United States remains the main source market, as 61% of the detected digital interest comes from that country, followed by Colombia and Spain.
"This confirms that Peru maintains a strong connection with North America, Europe, and Latin America," Chanco said.
Peru's cultural heritage remains its main attraction. Positive associations show that the country is perceived as an extraordinary destination due to its archaeological heritage and history (59.1%), followed by its cuisine (38.5%), as well as its biodiversity and natural landscapes (30.4%).
"Peru's international positioning remains based on three fundamental pillars: history, culture, and gastronomy," the specialist explained.
Hospitality and the quality of its people (20.2%) are further highlights, along with living culture and traditions—including textile crafts and local communities—at 19.1%.
Risks
However, it is important to highlight the perceived risk factors that affect travel decisions.
Among the identified factors are informality among tourism operators (31.2%), public safety concerns (30.9%), sociopolitical instability (29.1%), infrastructure problems (24.3%), and logistical disorder at tourist attractions (21.2%), according to the Apotur director.
"This shows that the main challenge for tourism is not a lack of appeal, but rather the risk perception in the visitor experience. Peru will always be a highly sought-after destination, but the perception of operational and reputational risk holds back part of international demand; we must take measures to remain competitive at the regional level," Chanco pointed out.
Data
Peru ranks 62nd in the global tourism competitiveness ranking, below Chile (31), Mexico (38), and Colombia (50).
Although it has improved compared to 2019, it still faces gaps in infrastructure, connectivity, and security that limit its competitiveness relative to other regional markets.
Apotur projects a 10% increase in inbound tourism this year. A 15% rise is expected for 2027.
Last year, inbound tourism generated US$5.351 billion in foreign exchange earnings, exceeding pre-pandemic revenues by 14%.