More than 55 business appointments and 80 business contacts marked Promperú’s participation in Luxperience 2024, positioning Peru as a unique destination in luxury tourism.
In its continued commitment to promote Peru as a leading destination in international tourism, Promperú actively participated in Luxperience 2024, the most important luxury tourism fair in Australia, held from November 19 to 22 in Sydney. This event brought together more than 1000 leading industry professionals and became a key space to show exclusive experiences that combine culture, nature and adventure in the country.
In Peru, one of the favorite places of tourists is the Inca citadel of Machu Picchu, one of the New 7 Wonders of the World. And another of the places that also catches the attention of visitors is Loreto, where tours of the Amazon River are offered – one of the New 7 Wonders of Nature.
Peru’s participation in Australia generated more than 55 pre-scheduled appointments and the establishment of more than 80 commercial contacts with travel agents and operators specialized in luxury tourism. During the meetings, a growing interest in unique destinations such as Machu Picchu, Loreto, Puerto Maldonado and the Amazon region was highlighted, evidencing the attractiveness of Peru as a luxury destination focused on immersive experiences in nature.
These strategic actions strengthen Peru’s presence in the Australian market, recognized for its high spending potential and preference for authentic and sustainable experiences. According to the Nielsen Consumer & Media View study (2024), more than half of Australians (52%) plan to travel abroad in the next 12 months, which represents a key opportunity to position Peru as a preferred destination for luxury tourism.
Promperú’s commitment to the Australian market is reflected in its ability to respond to emerging trends in its travelers. By 2025, there is a growing interest in authentic and sustainable experiences, perfectly aligned with what Peru offers. According to Expedia’s Unpack ’25 report, 63% of travelers prefer less crowded destinations that provide authenticity and peace of mind. This approach connects with the concept of “JOMO Travel” (Joy of Missing Out), where 62% seek destinations far from the hustle and bustle to improve their well-being and reconnect with their loved ones. Thanks to its natural and cultural diversity, Peru is positioned as an ideal destination for this traveler profile.
The Ambassador of Peru to Australia, Vitaliano Gallardo, toured the venue, highlighting the relevance of these actions to strengthen bilateral ties in the tourism field. As part of Peru’s positioning strategy, bags with the Peru brand were given to the participants, accompanied by handmade alpaquitas, symbolizing the unique charm of Peru.
The presence at this fair responds to Promperú’s comprehensive strategy to consolidate Peru as an exclusive destination in Australasia, positioning itself among the international markets of greatest interest for luxury tourism.
New air connection Sydney – Santiago – Lima
The resumption of direct flights between Sydney and Santiago by Latam Airlines connects South America with Oceania in less than 15 hours, with a capacity of up to 2,400 passengers per week in four weekly frequencies.
This route, operated with modern aircraft, simplifies the access of Australian travelers to key destinations such as Lima, positioning Peru as a strategic option for luxury tourism and authentic experiences. The connection strengthens the link between the two continents and expands the opportunities for tourism in Peru.