In 2016, Peru launched a 10-year strategy, PENTUR 2016-25, which focused on increasing international arrivals. Following the COVID-19 pandemic, the country approved the National Tourism Sector Reactivation Strategy 2022-25 to address the challenges faced by the Peruvian tourism sector. In 2024, Peru initiated the development of a new tourism strategy which seeks to be a guiding document for all tourism stakeholders and integrate the needs of the tourism sector in the agenda and operational plans of all relevant sectors. The new strategy will adopt a multisectoral and participatory approach and will be developed in consultation with different stakeholders at the national and regional level through workshops and interviews. It is expected that the national tourism policy will be available by the end of 2024.
The current strategy aims to promote the reactivation of the tourism sector in Peru by creating unique and biosecure tourist experiences based on the country's natural resources and ancestral culture, focusing on inclusivity and sustainability. Several initiatives have been launched under the strategy, such as the Guide of Regional Tourism Marketing Plans, developed by PROMPERÚ in agreement with the Swiss Import Promotion Programme, or the Peru Carbon Footprint Scheme, which had 29 hotels registered by end 2023, demonstrating their commitment to reducing greenhouse gas emissions.
Additionally, the Programme to Stimulate Business Competitiveness offers courses focused on sales, marketing, finance, innovation, among others, aimed at strengthening the competitiveness of micro, small, and medium-sized tourism enterprises. As of 2024, over 300 tourism businesses benefited from the initiative. The Virtual Classroom, launched in 2021, is the first e-learning platform of the Peruvian State specialised in the travel and tourism sector, aimed at entrepreneurs, academia, and individuals interested in accessing training in commercial management and destination management in tourism. As of 2024, over 15 000 users had registered nationwide, benefiting from over 80 free educational courses.
The Economic Reactivation Plan supports the recovery of all national productive sectors, allocating a PEN 500 million budget to tourism. This funding aims to improve airport runways and taxiways, enhance safety and service quality for tourists at airports, invest in tourist circuits like Machu Picchu, Kuelap, and Colca Canyon, and refund VAT on goods purchased by foreign tourists.
Aligned with the objectives of the PENTUR 2016-25, Peru has developed initiatives to enhance social tourism. The Social Tourism Initiative works to diversify tourism offerings in Peru through guiding instruments, capacity strengthening, design of innovative and accessible tourism products and services, and the development of tools to facilitate the approach of demand to accessible, safe, and quality offerings. The initiative is underpinned by the Guidelines for the Development of Social Tourism in Peru (2020) and Tourism for All, which has been used to promote 25 accessible and inclusive tourism experiences in cities and regional areas. Accessibility training and awareness sessions for over 1 200 people on were provided. In 2023, the V Social Tourism Forum was held in Lima to create a space for the exchange of international experiences in Social Tourism management, as well as the generation of networks that enhance its development. Under the Tourism Entrepreneurship Initiative, a national public competition was organised to select and grant subsidies to individuals and legal entities, including micro and small businesses related to the tourism industry (see box below).
The Charming Villages Initiative recognised nine towns with tourist potential, highlighting authentic and unique natural and cultural attributes to diversify Peru’s tourism offerings, enhance visitor experience, boost the local economy, promote heritage conservation, and improve the quality of life for locals. The empowerment and commitment of local governments and participation of local stakeholders in tourism planning are taken into consideration to award destinations with the label. In 2023, local providers received training in business management, good handling practices, and natural and cultural heritage conservation.
The National Strategic Plan for Handicrafts 2019-29 outlines four areas of focus to promote the competitiveness of Peruvian handicrafts, including development of offerings with an entrepreneurial vision, access to profitable markets, management of critical risks in the handicraft activity, and strategic leadership for competitiveness. The Plan complements other measures developed and implemented to improve tourism in Peru.
