Peru Emerges as a Leading Destination for Sustainable Tourism and Adventure at WTM Latin America 2026: Everything You Need to Know

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Peru is stepping into the spotlight at the World Travel Market (WTM) Latin America 2026, an essential event in the tourism industry, held in São Paulo, Brazil, from April 14 to 16. Represented by PROMPERÚ (the Commission for the Promotion of Peru for Exports and Tourism), the country is making a significant push to promote itself as a premier destination for sustainable tourism, nature experiences, and adventure tourism. The event has provided a perfect platform for Peru to display its rich cultural and natural assets to the international market.

Peru’s Strategic Shift Toward Sustainable and Adventure Tourism

As global travelers increasingly seek responsible and eco-conscious travel options, Peru has strategically focused its tourism campaign on promoting sustainable tourism practices. The country’s diverse ecosystems, ranging from the Amazon rainforest to the Andes mountains, make it an ideal location for travelers seeking an authentic and eco-friendly travel experience.

At the forefront of this initiative is Peru’s commitment to showcasing its vast natural heritage. As part of the ongoing effort to diversify its offerings in the Brazilian market, the spotlight is now on Chachapoyas, a breathtaking city located in northeastern Peru. With a millennia-old cultural legacy, represented by the ancient Kuélap citadel, and the stunning Gocta waterfall, Chachapoyas offers a unique combination of history, culture, and nature. This destination is rapidly emerging as a must-visit location for Brazilian tourists, offering a refreshing alternative to more traditional spots.

A New Vision for Brazilian Tourists: Interactive Experiences and Rich Heritage

The Peruvian stand at WTM Latin America 2026 is designed to captivate the imagination of prospective visitors, taking them on a virtual journey that mimics a trek from the Peruvian coast to the jungle, crossing the majestic Andes mountains. This interactive experience is a reflection of the geographical diversity and natural wonders that travelers can expect when they explore Peru.

In addition to promoting Chachapoyas, Peruvian tour operators at the event have unveiled a range of innovative travel packages tailored for Brazilian tourists. These include immersive treks to Huaraz’s lagoons, culturally enriching itineraries through the gastronomy of Arequipa, visits to ancient archaeological sites in cities like Trujillo, Chiclayo, and Chachapoyas, as well as exclusive luxury travel experiences that highlight the very best Peru has to offer.

Peru Takes the Lead with Cutting-Edge AI for Travel Planning

One of the most groundbreaking initiatives showcased by Peru at the WTM Latin America 2026 is the introduction of its AI-powered virtual assistant for travel planning. With this advanced technology, Peru becomes the first country in Latin America to offer an AI-driven travel service that provides a fully personalized experience. The virtual assistant is available through the peru.travel portal and offers users guidance in Portuguese, Spanish, and English, making travel planning easier for international visitors.

This move highlights Peru’s commitment to leveraging technology to enhance the travel experience, offering prospective tourists a seamless and efficient way to plan their trips. With personalized suggestions tailored to specific preferences, the assistant is designed to help users discover hidden gems, explore sustainable tourism options, and curate their ideal Peruvian adventure.

Brazil: A Key Market for Peru’s Tourism Growth

Brazil has long been a significant source of visitors to Peru, and the recent tourism statistics underscore this growing trend. In 2025, Brazil accounted for a remarkable 212,365 visitors to Peru, representing a 15% increase over the previous year. This uptick is a clear indication that more Brazilian tourists are recognizing Peru’s value as a sustainable and adventurous destination. The momentum is expected to continue, with Chachapoyas being one of the key destinations driving this expansion.

Focus on Sustainable and Adventure Tourism

Peru’s focus on sustainable tourism is in line with global trends, as travelers are increasingly looking for destinations that respect the environment while offering extraordinary experiences. Whether it is trekking through the Andes mountains, exploring the Amazon rainforest, or uncovering the secrets of ancient civilizations at archaeological sites like Kuélap, Peru offers an array of experiences that are not only enriching but also environmentally conscious.

By promoting these sustainable tourism practices, Peru aims to ensure that future generations can continue to enjoy its unique cultural and natural assets. The commitment to eco-friendly travel is expected to strengthen Peru’s reputation as a global leader in responsible tourism.

Looking Ahead: Peru’s Continued Focus on Growth

Looking ahead, Peru’s tourism industry is set to continue its growth trajectory, especially with Brazil emerging as an increasingly important market. As the country’s tourism offerings become more diversified and tailored to eco-conscious travelers, Peru is poised to become an even more attractive destination for Brazilian and Latin American tourists. With its natural beauty, rich cultural history, and commitment to sustainability, Peru remains a top choice for those seeking a travel experience that combines adventure, relaxation, and environmental responsibility.