The
Ministry of Foreign Trade and Tourism (Mincetur), through the
Commission for the Promotion of Peru for Exports and Tourism (PromPeru), launched the nationwide "More Peruvian Than Ever" campaign.
The initiative aims to renew pride in being Peruvian and strengthen citizens' emotional connection with Marca Peru (Peru Brand), reinforcing it as the South American country's foremost symbol of national identity and pride.
"This campaign goes beyond promotion. It is an initiative that involves the entire country because it recognizes that strengthening our image begins by strengthening the pride of those who are part of it," Gomez indicated.
"When Peruvians value what is ours, we project a stronger positive image of Peru to the world," he noted.
Minister Gomez stressed that the Peru Brand has become one of the nation's main strategic assets.
Over the years, it has helped position Peru internationally as a world-class tourist destination, the source of high-quality products, and a country with tremendous investment opportunities, while also serving as a symbol of identity representing millions of fellow citizens.
Comprehensive content strategy
The "More Peruvian Than Ever" campaign is based on a simple yet powerful idea: people often rediscover Peru's value when they see it through the eyes of those who admire it and embrace it as their own.
The initiative highlights that the sense of belonging transcends borders and that love for Peru is also built through admiration, respect, and commitment to the country.
Its purpose is to strengthen national pride because, by doing so, it also enhances Peru's image and future on the global stage.
The campaign will also implement a comprehensive content strategy to maintain ongoing engagement with the citizenry.
To achieve this, it will feature a series of videos and mini-documentaries starring foreign nationals who have embraced Peruvian culture and fellow citizens who promote the country's culture abroad.
It will also include content created with regional micro-influencers, the participation of international content creators, stories about distinguished figures, and audiovisual content for digital platforms.
As part of the launch, the campaign showcased inspiring stories of individuals who embody the spirit of "More Peruvian Than Ever."
Among them are Kennedy Leavens, a U.S. citizen who supports the development of women weavers' communities in Cusco; French chef Timour, who promotes Peruvian cuisine around the world; and Tatiana Espinosa, a forestry engineer and conservationist dedicated to protecting the Peruvian Amazon.
Through these testimonials, the campaign highlights individuals from diverse backgrounds and nationalities who contribute to preserving, promoting, as well as strengthening Peru's cultural, natural, and human heritage.
(END) NDP/TMC/MVB
Published: 7/22/2026