Peru has firmly established itself as an attractive destination for foreign direct investment (FDI), thanks to its trade liberalization policies and membership in key international organizations. This was emphasized by the Minister of Foreign Trade and Tourism, Desilú León, during her participation in the Latin America and the Caribbean Investment Forum on Tourism, organized by UN Tourism and CAF, as part of the 2025 International Tourism Fair (FITUR) held in Madrid, Spain.
The Minister highlighted Peru’s robust investment climate, marked by its legal stability, sustainable growth, economic stability, and favorable tax advantages. In her speech, she stressed that the country offers unrivaled tourist attractions, a rich cultural heritage, and exceptional gastronomy. These factors contribute to Peru’s growing appeal among international investors, especially in the tourism sector.
One of the key components of Peru’s investment strategy is its focus on sustainable tourism. As Minister León stated, “Sustainability is a transversal element in our public policies, ensuring that economic growth benefits our local communities while protecting our natural and cultural wealth.” This commitment to sustainable tourism is not just a policy but a fundamental aspect of the country’s growth model, aiming to balance economic development with environmental preservation and social responsibility.
Strategic Partnerships and International Collaborations
During her third day of work in Madrid, Minister León held important meetings with various officials, underscoring Peru’s efforts to attract investment and foster international collaborations in the tourism sector. She met with Jordi Hereu, the Minister of Industry and Tourism of Spain, to discuss a pilot project aimed at transforming Arequipa into Peru’s first smart tourism destination. The project, which has already shown promising results, will likely be expanded to other regions such as Cusco and Amazonas.
Additionally, Minister León met with Verónica Prado, the Undersecretary of Tourism of Chile. They discussed Chile’s continuous support for initiatives spearheaded by Peru’s Ministry of Foreign Trade and Tourism (Mincetur) within the framework of the APEC 2024 presidency. During their conversation, the minister also expressed interest in institutionalizing the Binational Tourism Table for Tacna, Arica, and Parinacota to promote cross-border tourism, local economic development, and cultural integration.
The Minister also met with Julia Simpson, President of the World Travel & Tourism Council (WTTC), to explore the potential for sustainable tourism development and investment in hotel infrastructure in Peru. These strategic meetings highlight Peru’s commitment to fostering international collaboration and positioning itself as a leader in sustainable tourism.
Recognition and Achievements at FITUR 2025
At FITUR 2025, Peru’s efforts to boost tourism were also recognized. The country received an award through the Center for Tourism Training (Cenfotur) for its project “Strengthening Capacities of Gastro-Lab Surf City and the Gastronomic Innovation Laboratory of the CET and CENFOTUR,” which promotes gastronomic exchanges between El Salvador and Peru. This award was part of the III Edition of the International Tourism Cooperation Recognition 2024-2025, organized by the International Association for Tourism Cooperation (Asicotur).
Promoting Unique Destinations: Ayacucho and the Andean Baroque Route
Minister León also participated in a series of promotional activities aimed at highlighting Peru’s lesser-known but incredibly rich tourist destinations. One such initiative, “Ayacucho, where Peru is born,” organized by the Pikimachay Foundation and Promperú, shines a light on the region’s historical significance and tourism offerings. Ayacucho, known for its vibrant culture and significant role in Peru’s independence, is a rising star in the country’s tourism landscape.
Another exciting promotion was the presentation of the Andean Baroque Route at FITUR 2025. This cultural route takes visitors on a journey through several towns in southern Peru that blend art, history, and spirituality. The Andean Baroque style, which emerged in the 16th and 17th centuries, combines European and Andean influences, resulting in an extraordinary fusion of architectural and artistic traditions. The route includes magnificent churches such as the Church of the Society of Jesus in Cusco and temples in Andahuaylillas, Huaro, and Canincunca, located in the Sacred Valley.
Culinary Diplomacy: Strengthening Ties through Gastronomy
Minister León also inaugurated a conversation titled “The Madrid-Lima Connection, a Shared and Connected Space of High Gastronomy,” organized by the Spanish State Secretariat for Tourism. This event aimed to showcase Peru’s gastronomic prowess and its role as a central element of the country’s tourism appeal. Peru’s culinary scene, renowned worldwide for its diversity and creativity, serves as a key attraction for tourists, further bolstering the country’s investment potential in the tourism sector.
Throughout these activities, the Peruvian Ambassador to Spain, Luis Ibérico, and the Director of Tourism at Promperú, Sol Velásquez, also participated, underscoring the importance of international collaboration in promoting Peru’s tourism sector and attracting global investments.
In conclusion, Peru’s commitment to sustainable tourism, its rich cultural heritage, and its investment-friendly policies have positioned the country as a prime destination for foreign investment in tourism. With continued international collaborations and strategic initiatives, Peru is set to grow as a global leader in the tourism industry, offering immense opportunities for both investors and travelers alike.
