The initiative aims to promote the tourist attractions of the regions of Cusco (region where Machu Picchu is located, one of the New 7 Wonders of the World), Ica, Lima and Loreto (where the Amazon River is located, one of the New 7 Wonders of Nature).
The Peruvian Promotion Commission for Export and Tourism (PromPerú) and the Iberia airline signed a strategic alliance with the aim of promoting Peru as a tourist destination in the Spanish market.
The promotion of the destination Peru will be carried out through an advertising plan that includes digital guidelines on social networks, presence on the Iberia website and on the screens of its aircraft on long-haul flights, on all routes to North America, Central America, Caribbean, South America, Doha and Tokyo. In addition, the campaign includes a guideline in the press in the Ronda magazine of the allied airline and the specialized magazine National Geographic Viajes.
From April to June 2025, it is planned to implement a joint advertising campaign that will focus on promoting in Spain the tourist attractions of the regions of Cusco, Ica, Lima and Loreto.
With this strategic alliance, a mobilization of almost 12,000 international tourists to Peru is projected and an advertising exhibition of more than 30 million impacts that will enhance the positioning of Peru as a tourist destination for Spaniards.
Iberia is Spain’s first airline and has a fleet of 160 aircraft that plays a special role for connections between Europe and Latin America. It also has 60 years selling the destination Peru through its various distribution channels. To date, the airline operates a single route: Madrid – Lima, with a total of 52 monthly flights, which is equivalent to an average of 13 weekly flights.
It is worth mentioning that during 2025, PromPerú will continue to deploy the “Peru Wow” campaign, which appeals to the surprise and fascination that tourists express when discovering the Peruvian wonders. The campaign seeks to capture the attention of potential tourists in key markets such as the United States, Canada, the United Kingdom, Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, Spain, France, Germany, Italy, the Netherlands, Australia and India.
Importance of the Spanish market
Spain is the first issuing market for travel to Peru from Europe and the seventh international issuing market. During 2024, Peru has received 3,256,693 international tourists, of which 138,360 come from Spain. This represents an increase of 36% compared to the same period of 2023 (101 520).
PromPerú is responsible for making the national tourist offer known to the world through different promotional activities. This action corresponds to a promotion strategy abroad aimed at strengthening and positioning the tourist destination Peru.