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09 March 2021

Peru to spotlight nature and adventure tourism this year at FITUR

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The country’s stand will showcase a reactivation strategy focused on unique and spectacular outdoor experiences

The country will also foreground cultural and gastronomy tourism in regions such as Arequipa, Cusco, Puno, Ica, Loreto and La Libertad

Organised by IFEMA, the FITUR ‘Special Tourism Recovery’ event will take place from 19 to 23 May at Feria de Madrid

Peru will focus on adventure and nature tourism at the FITUR Special Tourism Recovery event, which will be held from 19 to 23 May at Feria de Madrid. As a response to new travel and holiday trends emerging since 2020, Peru has developed a tourism reactivation strategy focused on a unique range of outdoor experiences, with adventure and nature to the fore, alongside cultural and gastronomy tourism in regions such as Arequipa, Cusco, Puno, Ica, Loreto and La Libertad.

The Peruvian FITUR stand will feature 10 co-exhibitors from different regions in the country to consolidate the promotion of this extensive range of tourism opportunities, as well as showcase new products, hotel infrastructure, high-quality services and outdoor activities incorporating sustainable practices.

In addition, with the aim of promoting itself as a safe holiday destination, Peru will present its biosafety protocols for safeguarding both tourists and workers in the sector. Last October, Peru was awarded the WTTC’s ‘Safe Travels’ label - the world’s first Covid-related international health and safety label, which certifies its compliance with international hygiene and biosafety standards.

This approach is geared toward regaining the confidence of global travellers, especially within the Spanish market, which is the main source of outbound tourism from Europe to the South American country.


‘Wake up in Peru’ campaign

During 2020, Peru launched the ‘Dream, then Travel’ campaign, which was divided into two distinct stages. The first stage sought to spark the interest of potential travellers and counter any negative impacts on the country’s reputation as a result of its management of the health crisis, while the second underlined Peru’s efforts in implementing health protocols and the award of the Safe Travel label for its biosecure destinations.

The third stage of the strategy will see the launch of the ‘Wake up in Peru’ campaign on 1 May, as the logical next step in a coherent and consistent communication strategy aiming to boost holiday planning to Peru through travel opportunities offered by various partners.