, to be held in Madrid, Spain, from January 22 to 26.
This event —considered one of the most important in the global tourism sector— has established itself as the leading fair for Ibero-America's inbound and outbound markets.
This year, it expects to welcome over 250,000 visitors from around the world.
It must be noted that the national delegation's presence at the upcoming event is projected to generate over US$13 million in business.
Ministerial Meetings
During the event,
Minister Desilu Leon will hold meetings with her counterparts from Spain, Chile, Ecuador, and other nations, as well as with representatives from international tourism institutions and associations.
These meetings will aim to establish strategic alliances, explore new opportunities for cross-border technical cooperation, as well as share the latest trends and best practices in the global tourism industry.
It is also worth mentioning that
the Peruvian government official will fulfill a multilateral cooperation agenda related to various initiatives and agreements. Similarly,
she will finalize preparations with the UNWTO for the 70th edition of the Regional Commission for the Americas, set to take place in Lima in July 2025.
Additionally, the fair will serve as a strategic platform to announce the launch of the 2025 Inti Raymi Festival, a significant event representing one of Peru's most important cultural traditions.
Spain remains the leading European market for tourists visiting Peru. In 2024, the South American country welcomed 138,360 Spanish tourists, a 36% increase compared to the previous year.
According to PromPeru's 2023 Spanish Tourist Profile, their average spending was US$1,482 over a 13-night stay.
Promotion Activities
Before its participation at Fitur 2025, PromPeru on Tuesday organized a special event with representatives from key companies in the Spanish tourism trade.
This event —attended by Peru's Ambassador to Spain Luis Iberico and Minister Leon— aimed to present Peru's 2025 tourism promotion initiatives in Spain, highlighting the country as a top destination in its main European source market.
As part of the gastronomy showcase, the fair will feature tasting sessions and activities related to iconic Peruvian products, as well as presentations of sectoral brands for coffee, chocolate, and Pisco.
This initiative is expected to create a sense of novelty aligned with the growing global interest in Peruvian cuisine, further strengthening relationships with Spanish tourism industry associations.
With this representation, Peru reaffirms its commitment to promoting its rich culture, biodiversity, and gastronomy, positioning itself as an attractive and safe destination for tourists worldwide, the Mincetur stated.
(END) NDP/SDD/JMP/MVB