The Peruvian Ministry of Foreign Trade and Tourism (Mincetur) has officially selected Cajamarca as the country’s second pilot region to begin its transformation into a Smart Tourism Destination (STD).
The initiative reinforces Peru’s leadership in Latin America and the government’s commitment to building a more innovative, sustainable, and inclusive tourism industry.
Aracelly Laca Ramos, Peru’s Deputy Minister of Tourism, made the announcement and emphasized that Cajamarca’s transformation into a Smart Tourism Destination reflects the government’s vision to promote digital, sustainable, and people-centered tourism.
"Cajamarca will begin to be seen and recognized internationally as it deserves, as a smart tourism destination capable of generating opportunities, decent employment, and well-being for its people," she said.
Laca Ramos also reaffirmed that Mincetur will continue providing technical assistance and promoting inter-institutional cooperation among regional governments as part of Peru’s tourism decentralization policy. She additionally highlighted the importance of the Circular Economy Roadmap for the Tourism Sector to 2030, which is currently being shared nationwide.
Smart Tourism Destinations follow a management model based on innovation, technology, sustainability, accessibility, and governance; driving competitiveness, improving the visitor experience, and strengthening local development. The methodology was developed by Spain’s Segittur (State Company for Tourism Innovation and Technology Management) and is recognized by the UN Tourism, the Organisation for Economic Co-operation and Development (OECD), the Inter-American Development Bank (IDB), and the World Travel & Tourism Council (WTTC).
This progress is part of an international agreement signed in 2024 between Mincetur and Segittur to implement the Smart Tourism Destination model in three prioritized locations in Peru.
The first was Arequipa, which earned the Adhered STD distinction in July 2025, becoming a national reference point.
With Cajamarca’s incorporation, Peru joins the international network of smart destinations along with Tequila (Mexico), Medellín (Colombia), Montevideo (Uruguay), Quito (Ecuador), and Arequipa (Peru), consolidating its position as a regional leader in tourism innovation.
The event was also attended by Cajamarca’s regional vice governor, Magda Farro; Fernando Silva, Tourism and Culture Manager for the Provincial Municipality of Cajamarca; Luis Javier Gadea, Manager of Tourism Research, Development and Innovation at Segittur.
Also, Carlos Manuel Rosales, Vice Rector for Research and Social Responsibility at the National University of Cajamarca; and Magdalena District Mayor Wilser Carmona, along with other regional and local tourism representatives.
Transformation process
The shift toward becoming a Smart Tourism Destination will continue through 2026, led by the Provincial Municipality of Cajamarca with technical support from Mincetur, Segittur, and the Regional Directorate of Foreign Trade and Tourism (Dircetur).
The plan includes the creation of a multisectoral body responsible for coordinating public, private, academic, and community efforts to strengthen tourism governance and destination sustainability.
Cajamarca has exceptional conditions to become a smart tourism model. Its cultural, heritage, and natural richness —paired with strong institutional and community commitment— positions the region as a destination with high innovation potential.
The region also leads national efforts in accessible tourism, with 15 service providers evaluated and four awarded the Tur4All distinction promoted by Mincetur and Impulsa Igualdad.
Strengthen tourism
During her visit, the Deputy Minister met with regional authorities —including Vice Governor Magda Farro Sánchez, Regional Director of Foreign Trade and Tourism Neri Huamán, and Regional Economic Development Manager Carlos Ruiz Florindez— to evaluate actions and projects to boost tourism in the region. The meeting helped Mincetur gather key regional needs.
Later, Laca Ramos met with leaders of Cajamarca’s Regional Tourism Advisory Committee (CCRT), a public-private coordination platform focused on sustainable tourism development. Participants included CCRT President José Manuel Rojas Villar; CCRT Vice President and Celendín municipal representative Zandra Cachay Mori; and President of the Regional Chamber of Tourism (Caretur) of Cajamarca, Geovanna Gómez Vargas.
(END) JMP / MDV
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Published: 10/29/2025