Peru Tourism Accelerates as TUI Reports 10% Growth and Expands Amazon, Coast and Adventure Holidays

Peru is strengthening its position in Spain’s long-haul travel market after TUI Spain reported a 10% increase in trips to the South American destination over the past year, while expanding its collaboration with PROMPERÚ to promote a wider range of Amazon, coastal, cultural and adventure experiences. The development reflects growing demand among Spanish travellers for more diversified Peru itineraries extending beyond the country’s established Lima, Cusco and Machu Picchu tourism circuit.

TUI Spain Records 10% Growth in Peru Travel

TUI Spain’s latest performance places Peru among the tour operator’s expanding long-haul destinations as Spanish travellers continue to look towards Asia and the Americas for major overseas holidays. The company has reported a 10% increase in travel to Peru over the latest year, reinforcing the destination’s importance within its Latin American portfolio. The expansion comes as TUI Spain continues to develop long-haul programmes designed around structured but flexible itineraries combining culture, nature and experiential travel.

Peru had already been identified as one of TUI Spain’s priority long-haul destinations for 2026. The company previously launched a dedicated Peru catalogue alongside programmes covering Costa Rica, China, Japan and Thailand, reflecting changing demand patterns among Spanish long-haul travellers.

Spain Becomes an Increasingly Important Market for Peru

Spain is also emerging as one of Peru’s most important European visitor markets. Official PROMPERÚ statistics show that Peru received 97,659 visitors from Spain between January and August 2026, placing Spain seventh among international source markets and ahead of major European markets including France, the United Kingdom, Germany and Italy.

The figures strengthen the commercial rationale behind closer cooperation between TUI Spain and PROMPERÚ. Rather than concentrating tourism promotion exclusively around Peru’s best-known attractions, the strategy is increasingly focused on broadening demand towards destinations that can support longer stays, regional dispersal and more diverse visitor spending.

Amazon Experiences Gain Ground in Peru Holiday Packages

One of the strongest trends emerging from TUI Spain’s Peru business is growing demand for Amazon tourism. Around 30% of TUI Spain bookings to Peru now incorporate an Amazon experience, particularly in areas connected with Puerto Maldonado in Madre de Dios and Iquitos in Loreto.

This represents an important shift in the way Peru is being sold internationally. Machu Picchu and Cusco remain core attractions, but rainforest lodges, wildlife experiences, river journeys and nature-based tourism are increasingly becoming part of mainstream itineraries rather than specialist additions. For the Peruvian tourism industry, stronger Amazon demand could help distribute international visitors across a much wider geographic area.

Northern Peru and Adventure Travel Expand the Product Mix

TUI Spain is also seeing stronger interest in destinations beyond Peru’s traditional southern tourism corridor. Northern coastal locations including Máncora and Tumbes are gaining visibility among travellers seeking beach stays and extensions after cultural touring. Adventure travel is another important part of the diversification strategy.

Peru’s trekking opportunities, including the internationally recognised Inca Trail, give tour operators an opportunity to combine archaeology, landscapes and active tourism within one itinerary. PROMPERÚ’s wider tourism promotion already positions Peru around cultural heritage, protected natural environments and regional experiences. Its domestic tourism platform highlights destinations including Lima, Cusco, Arequipa, Piura, Loreto and Ica, alongside natural areas such as Paracas National Reserve, Pacaya Samiria National Reserve and Manu National Park.

Huacachina and Lima Add More Variety

TUI has also refreshed parts of its Peru programme with experiences in Huacachina and Barranco in Lima. Huacachina offers a contrasting desert environment around its oasis near Ica, while Barranco provides an urban cultural component within the Peruvian capital.

The inclusion of such destinations demonstrates how operators are increasingly constructing itineraries around multiple tourism themes rather than relying on one landmark. That approach can increase the value of Peru packages by combining cities, archaeology, gastronomy, landscapes, rainforest environments and coastal tourism within a single journey.

Travellers Are Booking Peru Earlier

Booking behaviour is also changing. TUI Spain indicates that travellers are increasingly reserving Peru holidays approximately four to five months before departure, increasing the importance of advance capacity planning for flights, accommodation and ground services.

The company is preparing dedicated departures for summer 2027 between June and September, supported by allocated air and land capacity. This forward planning suggests tour operators expect demand for Peru to remain resilient into the next European summer travel cycle. TUI Spain had already included Peru prominently within its 2026 summer long-haul portfolio alongside Argentina, the United States and Canada, while emphasising itineraries combining cultural attractions, nature and major cities.

Group and Senior Travel Add New Demand

Peru is also attracting several distinct traveller profiles. Group travel now represents around 20% of TUI Spain’s Peru sales, while senior travellers account for approximately 15%. These segments potentially support demand for organised touring because Peru itineraries can involve significant logistical complexity, including domestic transfers, multiple accommodation stops and visits to geographically dispersed destinations.

Structured packages can therefore play an important role in making Peru accessible to travellers looking for itinerary certainty while still experiencing several regions.

Multi-Country South America Holidays Gain Momentum

Peru is increasingly being incorporated into wider South American holidays. TUI customers are showing interest in itineraries combining Peru with destinations including Argentina, Brazil, the Galápagos Islands and Rapa Nui, as well as extensions to Caribbean destinations.

This trend strengthens Peru’s role as a gateway destination within larger Latin American travel programmes. For travel sellers, multi-country journeys can also increase trip duration and total booking value while allowing travellers to combine archaeological heritage, nature, cities, beaches and wildlife within a single long-haul journey.

Peru’s Tourism Diversification Strategy Moves Forward

The latest TUI Spain figures indicate that Peru’s tourism opportunity extends increasingly beyond its globally recognised heritage attractions. The combination of 10% growth in TUI Spain travel, nearly 98,000 Spanish arrivals during the first eight months of 2026 and rising demand for Amazon, coastal and adventure experiences points towards a broader tourism proposition.

For the travel trade, the key development is the increasing commercial depth of Peru’s product. Machu Picchu remains a major international draw, but operators now have opportunities to build richer itineraries incorporating Lima, the Amazon, northern beaches, desert landscapes, gastronomy, trekking and neighbouring South American destinations. The expanding TUI-PROMPERÚ cooperation therefore represents more than additional capacity. It supports a wider effort to position Peru as a multi-region destination capable of attracting different traveller segments and supporting longer, more varied journeys across the country.