Peru and Avianca Sign Strategic Alliance to Promote Tourism

Lima, Oct. 22 – The Peruvian Export and Tourism Promotion Commission (Promperu) has recently joined forces with Avianca, a leading airline in Colombia, Ecuador, and Central America, to promote Peru as a top tourist destination. This strategic alliance will focus on six priority markets, including Canada, Colombia, Spain, the United States, France, and the United Kingdom.

Joint Advertising Campaign

The alliance will launch a joint advertising campaign in digital media, television, and radio, which will run until November of this year. It is expected to reach over 189 million advertising views in the six targeted markets. This campaign aims to showcase the diverse natural, cultural, and gastronomic wonders of Peru and inspire awe and admiration among international travelers.

Promoting Peru in High-Traffic Locations

As part of the alliance, Peru will have a significant presence in strategic, high-traffic locations such as El Dorado International Airport in Bogotá, the Callao metro station in Madrid, and various subway stations in New York City. A Colombian influencer will also participate in this initiative. This exposure in key locations will help increase awareness of Peru as a tourist destination among potential visitors.

Familiarization Trip in 2026

To further strengthen the marketing of Peru’s tourist destinations, a familiarization trip will be organized in April 2026, inviting travel agencies from the United Kingdom. This trip will allow the agencies to experience Peru’s unique offerings first-hand and create attractive packages for their clients.

Strengthening Air Connectivity

The alliance also aims to strengthen the air connectivity between Peru and the priority markets by offering a diverse range of packages and airfare options. Avianca currently operates 35 weekly flights between Bogotá and Lima, as well as 7 weekly flights between Bogotá and Cusco.

Importance of Targeted Markets

In the first eight months of 2025, Peru welcomed a total of 2,268,675 international tourists, and 34. 7% of them came from the six priority markets included in this alliance. This demonstrates the crucial role of targeted marketing strategies in promoting tourism and increasing the number of visitors to the country.

Continuing to Promote Peru as a Top Destination

This alliance is aligned with the global “Perú Wow” campaign, which aims to position Peru as a diverse, attractive, and internationally competitive destination in 14 international markets, including the six markets targeted in this partnership. Promperu, an entity attached to the Ministry of Foreign Trade and Tourism (Mincetur), is committed to promoting Peru’s national tourism offerings through comprehensive actions abroad.

Avianca’s Commitment to Efficient Connectivity

Avianca’s partnership with Promperu also reinforces the airline’s commitment to providing efficient connectivity between Peru and its neighboring countries, making it easier for international visitors to explore Peru’s wonders.

In Conclusion

The strategic alliance between