PROMPERÚ Showcases Peru’s Tourism Offer to Influential Australian Media
PROMPERÚ participated in the International Media Marketplace (IMM) Sydney 2026. This event is organized by TravMedia. It is also one of the most important tourism events. Destinations and brands meet with journalists, editors, content creators, and media outlets from the Australian market. This makes it a great place to network and share information.
The 2026 edition of the IMM was held in the city of Sydney. In total, around 200 representatives from media outlets specializing in travel, lifestyle, and business participated. The event has thus established itself as a key platform for showcasing Peru in the Australian market. This market stands out because its travelers tend to spend more money during their trips.
Australia is one of PROMPERÚ’s strategic markets. It is also an important source of long-haul tourists. In 2025, Peru received more than 34,000 Australian tourists. This represented clear growth compared to the previous year. Likewise, the Foreign Tourist Profile indicates that Australian visitors tend to spend more money than other travelers. They also stay longer in the country during their visit, which helps tourism grow and benefits several regions of Peru.
In this scenario, IMM Sydney’s presence is in line with PROMPERÚ’s 2026 Institutional Operational Plan. This plan seeks to strengthen the promotion of Peru around the world. Unlike regular tourism fairs, IMM is a space dedicated solely to the media. In addition, meetings are organized by appointment and in a one-on-one format. This allowed PROMPERÚ to talk directly with journalists from major Australian media outlets, whose articles influence the travel decisions of many people.
During the event, PROMPERÚ held more than 20 meetings with media outlets in the tourism and lifestyle sector. First, it sought to spark interest in Peru through different stories and unique experiences. Then, it presented high-end tourism products, nature, living culture, and gastronomy. In addition, the team identified opportunities for press trips and special reports during 2026. It also gathered information on new trends in tourism communication and travel content consumption.
Participation in IMM Sydney 2026 seeks to attract important Australian media outlets to visit Peru. This is expected to generate wide-reaching publications in print, digital, and audiovisual media. Today, many travel decisions are made after reading specialized articles or seeing authentic stories in the media. Therefore, these types of events help showcase Peru as an exclusive, diverse, and sustainable destination.
With this action, PROMPERÚ reaffirms its commitment to promoting Peru around the world. The institution is part of the Ministry of Foreign Trade and Tourism. It also promotes an international communication strategy focused on results and the efficient use of high-impact global platforms. In this way, the country seeks to consolidate its presence in distant markets with great growth potential.
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