Peru granted the license to use the Peru Brand to 14 “Charming Towns”

Peru’s Ministry of Foreign Trade and Tourism (Mincetur), together with PromPerú, formally granted the Marca Perú (Peru Brand) Usage License to the 14 localities across the country recognized as “Pueblos con Encanto” (Enchanting Towns). This initiative seeks to strengthen their image as authentic, sustainable, and competitive tourist destinations, thereby boosting local economies and promoting the country’s cultural and natural wealth.

At a ceremony presided over by the Minister of Foreign Trade and Tourism, Berthin Gómez Vela, the Marca Perú Usage License was awarded to the Pueblos con Encanto of Ollantaytambo (Cusco), Lamas (San Martín), Malabrigo and Cascas (La Libertad), Sarhua and Quinua (Ayacucho), Yanque and Sibayo (Arequipa), Villa Rica, Oxapampa, and Pozuzo (Pasco), Huancaya (Lima Region), as well as Chacas and Chavín de Huántar (Áncash).

During his speech, the head of Mincetur emphasized that the inclusion of these destinations as Marca Perú licensees represents a tribute to the work of communities in preserving their identity, cultural legacy, and traditions, while also opening the door to greater tourist flows, attracting investment, and raising the incomes of local residents.

The minister stated: “Marca Perú is much more than a symbol; it represents our diversity, creativity, and history. Incorporating the Pueblos con Encanto means recognizing that the true value of tourism lies in our territories, our communities, and the authentic experiences that only Peru can offer.”

Marca Perú is a strategic tool for promoting the country and will allow these localities to use the distinctive seal in their institutional communications and promotional materials, increasing their presence in both the domestic and international markets, in coordination with PromPerú and the tourism sector.

It is worth noting that, between 2022 and 2025, Mincetur recognized the 14 destinations for meeting criteria related to tourism management, sustainability, the development of tourism activity, and infrastructure. Under this program, the localities receive technical support, training, tourism product development, and promotional campaigns aimed at consolidating a sustainable tourism model.

Additionally, eight of these localities (Ollantaytambo, Lamas, Chacas, Chavín de Huántar, Pozuzo, Sibayo, Quinua, and Huancaya) have earned the international Best Tourism Villages recognition granted by UN Tourism, while three others are taking part in that initiative’s Upgrade Programme, confirming Peru’s growing prestige as a global benchmark in rural and community-based tourism.

Throughout 2025, several Pueblos con Encanto saw a notable increase in visitor arrivals. Sibayo led this growth with a 198.2% rise in arrivals compared to the previous year, followed by Chacas (65.2%), Villa Rica (45.4%), Malabrigo (25.2%), Yanque (22.3%), and Sarhua (21.6%) — figures that reflect the positive impact of the strengthening and promotional efforts led by Mincetur.

During the event, the mayor of Oxapampa, Euler Osorio, delivered words of thanks on behalf of the municipal authorities who received the Usage License.

The ceremony was also attended by PromPerú’s Executive President, Enrique Michael Guevara Varela, and Mincetur’s Director of Tourism Offer Innovation, Julia Caldas, along with authorities and representatives from the 14 Pueblos con Encanto, as well as officials from Mincetur and PromPerú, among others.