00:00 | Madrid (Spain), Jan. 26.
The Peruvian delegation of 30 companies at the International Tourism Fair (FITUR) 2026 in Madrid, Spain, secured US$22.5 million in potential business, the
Ministry of Foreign Trade and Tourism (Mincetur) highlighted.
The participation of these companies in the world's leading tourism fair helped promote 11 destinations in Peru.
Similarly, it strengthened efforts to attract investment and international cooperation.
Through Mincetur, the government supported the participation of 30 co-exhibiting companies, which promoted Peru's national tourism offering to international operators, investors, and buyers.
"Peru's presence at FITUR allows us to project an estimated US$22.5 million in potential business, reflecting the interest generated by our tourism offering as well as the coordinated work with our companies and regions," Foreign Trade and Tourism Minister Teresa Mera stated.
The government official added that the Peruvian State's presence at such events conveys confidence to the international tourism value chain and supports Peruvian companies' efforts to reach new markets.
"We are promoting new opportunities for cooperation. These have been very intense working days with key stakeholders, which have enabled us to achieve concrete results," Mera indicated.
During the fair, Peru promoted 11 tourist destinations —Amazonas, Ancash, Arequipa, Cusco, Ica, Lambayeque, La Libertad, Lima, Loreto, Puno, and Madre de Dios— as part of its strategy to diversify the tourism offering.
"We have a very clear objective: to increase the number of foreign tourists visiting Peru. That is why we are promoting destination diversification, as we have much to offer, particularly in the north and other regions," she emphasized.
FITUR 2026 attracted 255,000 attendees, including 155,000 industry professionals and 100,000 general public members, consolidating its position as a key international showcase for attracting investment, strengthening partnerships, as well as expanding Peru's presence in European and global tourism markets.
The Peruvian participation generated a significant media impact as well.
At the international level, 75 media mentions were recorded, reaching more than 669 million people, with an estimated media value exceeding US$32.4 million, strengthening the country's image abroad.
Peru secures agreements
In the area of tourism diplomacy, the Peruvian participation resulted in concrete agreements involving defined agendas.
A Memorandum of Understanding with the Dominican Republic was signed, aimed at exchanging best practices, strengthening capacities, and developing value-added tourism products.
Likewise, a joint declaration with Argentina was reached to promote religious tourism, Best Tourism Villages, as well as wine-and-gastronomy tourism, advancing toward effective cooperation.
Within this framework, the Qhapaq Ñan was highlighted as an integrative cultural route, as well as the Paths of Pope Leo XIV, expanding the range of experiences available to visitors and strengthening regional development.
In terms of tourism investment, Peru conveyed a message of predictability and confidence to international investors, highlighting the country's stability and a projects portfolio with a social and territorial focus during a panel session organized by the World Travel & Tourism Council (WTTC).
Progress was also made in strategic alliances with multilateral organizations to finance the sector's transformation.
Through CAF, initiatives such as the Cusco–Machu Picchu–Choquequirao Integrated Circuit Plan and the Northern Beaches & Sechura Program were promoted.
In coordination with the IDB, follow-up continued on technical cooperation and a priority investments portfolio, including natural areas.
Moreover, Peru reinforced its commitment to modern, digital, and inclusive tourism management.
Cooperation was strengthened with SEGITTUR under the Smart Tourism Destinations model, highlighting the recognition of Arequipa as an affiliated destination and the launch of works in Cajamarca.
Regarding accessible tourism, progress under TUR4ALL was underscored, with more than 200 resources registered, plus a projection to reach 500 by 2026.
In parallel, with UN Tourism, it was agreed to promote micro-courses aimed at MSMEs in Pueblos con Encanto (Charming Towns) and Best Tourism Villages, under the premise that "the best promotion is excellent service supported by local capacities."
Lastly, Peru's participation at FITUR 2026 reinforced gastronomy's value as a tool of economic diplomacy, through its presence at Madrid Fusion 2026 and the announcement of the Peru Mucho Gusto Madrid's second edition, scheduled for September.
"Our gastronomy opens doors, strengthens the country brand, and drives tourism demand," Minister Mera emphasized.
Peru's participation at FITUR 2026 reaffirms the government's commitment to strengthening sustainable, competitive, and decentralized tourism, generating opportunities for more regions, companies, and communities nationwide.
(END) NDP/MDV/MVB
Publicado: 26/1/2026