Peru Brings an Identity-Based Tourism Proposal to FITUR 2026

Promperú is already preparing to participate in the International Tourism Fair, FITUR 2026. The event will take place from January 21 to 25 in Spain. This time, Peru will arrive with a clear idea. The focus will be on living culture. Thus, the country will seek to show itself to the world through its roots and its people.

In addition, the Peruvian delegation will be made up of 30 co-exhibitors. All are committed to responsible and sustainable tourism. The group will be led by the Minister of Foreign Trade and Tourism, Teresa Mera Gómez. María del Sol Velásquez, Director of Tourism Promotion at Promperú, and Joan Barrena, Economic and Commercial Advisor at Promperú in Spain, will also participate in this important international mission.

Peru’s presence at FITUR 2026 also seeks to strengthen its image as a diverse and sustainable destination. At the same time, its great natural wealth will be highlighted. Its ancient traditions, peruvian food, and tourist experiences that blend innovation with cultural identity will also be showcased, allowing Peru to be seen as a country full of life, creativity, and unique flavors.

This proposal will also include adventure tourism, nature, and gastronomy. In this way, it will be demonstrated that Peru is not just one destination, but many in one. Each region offers something special. That is why the country is presented as a unique, authentic place full of surprises for travelers.

The Peruvian stand will cover 483 square meters. It will showcase the diversity of the country, highlighting regions such as Amazonas, Ancash, Arequipa, Ica, Cusco, Lima, Madre de Dios, Puno, Lambayeque, La Libertad, and Loreto. The entire space will follow the concept of “La Yunza: the tree that unites us,” inspired by a traditional Peruvian festival.

In the center of the stand there will be a large symbolic tree. This will represent the union between cultures, the diversity of the country and gratitude to the earth. Thus, the space will invite all visitors to meet, celebrate and participate, creating a close and joyful experience.

In addition, the program will feature presentations and activities from different regions. Lambayeque, together with its Regional Government, will highlight its tourist attractions and the Ruta del León (Lion Route). Meanwhile, La Libertad and Loreto will also showcase their attractions, thanks to the participation of their tourism chambers, bringing their landscapes and traditions closer to the Spanish public.

The experience will be rounded off with a varied gastronomic offering. There will be live cooking demonstrations. Pisco Hour will also be celebrated. In addition, there will be presentations of coffee and cocoa, products that represent the flavor and work of Peru.

In addition, cultural activities will be held for all audiences. A live mural inspired by the country’s biodiversity will be painted. There will be traditional dances and participatory workshops, such as painting Pucará bulls. Visitors will be able to learn, create, and enjoy themselves at the same time.

With all this, Peru reinforces its image at FITUR 2026 as a destination that combines living culture, sustainability, and diversity. In this way, it offers an authentic and contemporary tourist experience that connects travelers with the territory and the people who inhabit it.

Finally, participating in fairs such as FITUR demonstrates the commitment of Mincetur and Promperú to inbound tourism. This sector is key to the country’s economy. It also generates employment and development. For this reason, fairer and more sustainable growth is being promoted for the entire tourism industry in Peru.

Source: agroperu.pe