PromPerú together with 18 national companies, presented the opportunities offered by the country’s tourist wealth in one of the most relevant markets in the world. In the place, among other things, the Inca citadel of Machu Picchu, one of the New 7 Wonders of the World, stood out. And Loreto, where tours of the Amazon River are offered – one of the New 7 Wonders of Nature.
With the aim of promoting receptive tourism and strengthening Peru’s presence in Asia, the Peruvian Promotion Commission for Export and Tourism (PromPerú) successfully participated in the ITB China 2025 fair, held in the city of Shanghai.
From May 27 to 29, PromPerú, together with a delegation made up of 18 Peruvian companies in the sector – including tour operators, hotels, cruises and travel agencies, held approximately 540 business appointments and generated around 640 business contacts with key players in the Chinese market.
ITB China brought together 1,400 buyers from the Chinese market and recorded a 35% increase in attendance compared to the previous year. During the event, the image of Peru as a diverse and sustainable destination was strengthened, promoting regions such as Lima, Ica, Arequipa, Cusco, Puno, Loreto and Madre de Dios.
As part of the activities, PromPerú participated in the ITB C-Talks forum, which brought together more than 30 senior executives from leading agencies in the Chinese market such as Fliggy (from the Alibaba group), CAISSA, Tuniu, HH Travel and GZL International. Peru was the only Latin American country present among 16 offices and ministries of tourism in the world.
In this space, technological trends such as artificial intelligence and augmented reality were addressed, key tools to decentralize tourist flows, promote new destinations and improve international competitiveness.
Peruvian participation ratifies the commitment of MINCETUR, through PromPerú, with the development of receptive tourism as an engine of economic growth, social inclusion and sustainability. These types of actions have a positive impact on the entire value chain of the sector and contribute to the well-being of local communities.
Activities in Shanghai and Beijing
As part of the activities in ITB China, PromPerú organized parallel events to strengthen the country’s positioning in this strategic market.
In Beijing, on May 23, a business conference was held with the participation of 40 Chinese tour operators, who got to know new Peruvian tourist routes focused on culture, nature, experiential tourism and luxury.
The participating Peruvian businessmen highlighted the quality of the meetings held during the business meeting, which allowed them to establish valuable commercial contacts with Chinese agencies interested in diversifying their offer to South America.
In Shanghai, on May 27, a promotional event was organized aimed at tour operators and Chinese media, in a Peruvian restaurant. As part of the experience, the attendees participated in a culinary workshop where they learned how to prepare ceviche and lomo saltado, reinforcing the connection between gastronomy, cultural identity and tourist destination.
It should be noted that China is currently the main sender of Asian tourists to Peru. In 2024, 39,551 Chinese visitors arrived, which represented a growth of 77% compared to the previous year and a recovery of 96% in relation to pre-pandemic levels (2019). This trend continues in 2025, with 15,110 Chinese tourists registered until April, which is equivalent to an increase of 39.8% compared to the same period of the previous year.