Peru Strengthens Its Position as a Premium Travel Destination for Asia and Oceania with Targeted Familiarization Trips

Published on December 4, 2025

Peru has increased its efforts to reach key markets in Asia and Oceania, a significant step towards enhancing its image as a premier travel destination. Promperu, the Commission for the Promotion of Peru for Export and Tourism, coordinated a series of strategic familiarisation (FAM) trips in November with the goal of increasing tourism arrivals from China, India, and Australia. These markets have been identified as critical because they attract high-spending tourists seeking cultural enrichment, nature-based travel, and exclusive luxury experiences.

The tours enabled travel agents from China, India, and Australia to visit some of Peru’s most iconic destinations, highlighting the country’s vast cultural and natural offerings. The goal was not only to introduce Peru’s distinct travel experiences but also to promote the country as a luxury tourism destination, a strategic move in line with global trends towards more personalised, high-end travel experiences.

Promperu’s Strategy: A Focus on High-Spending Tourists

Promperu’s initiative aligns with the broader strategy set by the Ministry of Foreign Trade and Tourism (Mincetur) to enhance Peru’s appeal to travelers from Asian and Oceanian markets. Through targeted marketing campaigns and these familiarization trips, the country is positioning itself as an attractive destination for affluent tourists looking to explore cultural and natural heritage in an exclusive setting.

In total, three separate familiarization trips were held in November, all of which focused on regions that are of particular interest to Chinese, Indian, and Australian travelers. These regions, including Lima, Cusco, and Loreto, were specifically selected for their ability to offer high-end, immersive travel experiences, with a strong emphasis on Peru’s Inca heritage and the biodiversity of the Peruvian Amazon.

These trips were more than just exploratory visits; they were a practical way for travel agents to experience firsthand the luxury tourism offerings of Peru. The agents were treated to top-tier hospitality, including gourmet cuisine, exclusive access to archaeological sites, and guided tours through the natural wonders of Peru’s rainforest, all with the aim of inspiring future luxury travel bookings.

Tourists from China and India Discover the Best of Peru

During their familiarization trip, tour operators from China and India were introduced to Peru’s rich heritage, experiencing the famous Incan architecture and exploring Peru’s culturally significant cities, such as Cusco, the historic capital of the Inca Empire. In addition to exploring the ancient city, the tour also included a luxury cruise along the Peruvian Amazon, providing a unique opportunity to experience the country’s diverse ecosystems in style.

The emphasis was not only on cultural tourism but also on showcasing the natural beauty of Peru, particularly its unique biodiversity. The travelers from China and India were able to enjoy the lush landscapes of the Amazon, a crucial selling point for these emerging high-value markets. With the rise in interest from affluent Chinese and Indian tourists, especially those seeking immersive experiences that blend adventure and luxury, these tours were strategically designed to align with the preferences of travelers from these countries.

The experiences provided to the visiting agents aimed to give them a true sense of what makes Peru such a sought-after destination for travelers who value both adventure and comfort. The goal was to equip these tour operators with detailed knowledge, enabling them to better curate packages for their clients, who are increasingly looking for luxurious yet culturally rich experiences.

Australian Travel Agents Join Forces with National Geographic and G Adventures

The third familiarization trip, which took place from November 25 to December 3, focused on Australian travel agents. This trip was particularly significant, as it was tied to an upcoming international collaboration between the renowned media outlet National Geographic and global travel agency G Adventures. The partnership is set to launch officially in January 2026 and aims to highlight exclusive travel destinations such as Peru for Australia’s purpose-driven luxury travelers.

Tour agents were introduced to key regions in Peru, including Lima, Cusco, and Madre de Dios. These destinations were chosen not only for their cultural significance but also because of their natural beauty and unique luxury offerings. The itinerary included exclusive cultural experiences, such as private tours of Machu Picchu and other Inca ruins, as well as visits to luxurious resorts nestled in the Peruvian Amazon. These experiences were designed to appeal to Australia’s well-travelled, affluent tourists who are seeking a more meaningful and luxurious travel experience.

The National Geographic-G Adventures collaboration aims to redefine luxury travel by focusing on purpose-driven travel packages that combine adventure, luxury, and cultural immersion. As one of the key destinations, Peru is expected to benefit greatly from this collaboration, tapping into a segment of the Australian market that is becoming increasingly interested in sustainability, cultural heritage, and luxury travel.

Peru’s Growth in Asian and Oceanian Markets

The focus on China, India, and Australia is a direct response to the evolving preferences of travelers from these regions. These countries are witnessing a growing middle class with higher disposable income, leading to increased demand for unique and high-quality travel experiences. As of November 2025, Peru has already experienced an 18.7% increase in the number of tourists arriving from these markets, indicating a positive trend in tourism growth.

This rise in demand is reflective of the broader global trend of luxury travel growing exponentially, especially among tourists from Asia and Oceania. With more travelers seeking unique and high-end experiences that combine cultural exploration and nature-based tourism, Peru’s strategy to position itself as a leader in this sector is proving to be successful. Moreover, the collaboration with National Geographic and G Adventures will undoubtedly attract more travelers looking to immerse themselves in the country’s breathtaking landscapes and rich cultural history.

A Promising Future for Peru’s Tourism Industry

Finally, Promperu’s familiarisation trips are a strategic step towards establishing Peru as a premium destination for Asian and Oceania travellers. The country’s efforts to attract high-spending tourists seeking luxury, culture, and nature-based experiences are already yielding results, with an increase in arrivals from key markets such as China, India, and Australia. Peru’s reputation as a top luxury destination will only grow as the country strengthens its tourism infrastructure and aligns its offerings with the needs of these emerging markets.

With initiatives such as a collaboration with National Geographic and G Adventures set to showcase Peru in 2026, Peru’s luxury tourism future looks extremely promising. Peru is establishing itself as a destination that promises not only unforgettable adventures but also unrivalled luxury to discerning global travellers through ongoing marketing efforts and improved travel experiences.