Home » PERU TRAVEL NEWS » Peru Uses FITUR 2026 Platform to Promote Regional Diversity, Smart Tourism Innovation, and Inclusive Growth in Global Travel Markets Published on
January 26, 2026Peru has emerged as a major highlight at FITUR 2026 in Madrid, turning international interest into an estimated US$22.5 million in potential tourism business. The country leveraged the world’s premier travel fair to showcase a broad spectrum of destinations, reinforce its investment potential, and promote a forward-looking strategy that combines sustainability, cultural heritage, and regional diversification. The participation of 30 Peruvian tourism companies illustrated the nation’s capacity to deliver memorable experiences across multiple travel segments and markets.The delegation featured businesses spanning adventure, cultural, culinary, and nature-based tourism, engaging directly with tour operators, buyers, and international investors. Their presence not only generated concrete commercial opportunities but also enhanced Peru’s visibility on the global stage at a time when international travel continues to regain momentum. By highlighting both established and emerging destinations, the country reinforced its commitment to extending economic benefits across regions and offering visitors more varied travel experiences.Advertisement During FITUR 2026, Peru promoted 11 destinations, including Amazonas, Ancash, Arequipa, Cusco, Ica, Lambayeque, La Libertad, Lima, Loreto, Puno, and Madre de Dios. This approach presented a mix of world-famous sites and lesser-known regions, encouraging longer stays, more diverse itineraries, and greater economic participation in emerging tourism areas. By emphasizing regional diversity, Peru seeks to create a more balanced tourism model that benefits local communities and spreads visitor activity beyond traditional hotspots.The event drew approximately 255,000 attendees, including over 155,000 tourism professionals, providing an ideal platform for networking, deal-making, and investment dialogue. Peru’s active participation through meetings, panels, and workshops projected stability, reliability, and readiness for global collaboration. This multi-layered engagement highlighted the country’s ability to combine policy, business development, and cultural storytelling to strengthen its international tourism positioning.AdvertisementMedia exposure amplified Peru’s presence, with mentions reaching hundreds of millions of readers and viewers worldwide. Coverage emphasized the country’s natural beauty, cultural richness, and diverse tourism offerings, further boosting its global image. The attention highlighted Peru’s ability to attract international travelers and investors alike, showcasing both modern infrastructure and unique cultural experiences.Tourism diplomacy was another key focus. Peru finalized agreements and partnerships with countries in the Caribbean and South America aimed at knowledge exchange, joint initiatives, and the development of specialized tourism products. Particular attention was given to relig …
