— Peru received 4.16 million international visitors in 2025, still 21% below the 2019 record of 4.37 million
— The government is promoting Ayacucho, Cajamarca, Ica, Amazonas, and lesser-known Cusco routes to reduce dependence on Machu Picchu
— Peru Travel Mart 2026 will bring 190 international buyers from over 20 countries, adding Australia as a new strategic market
Peru’s tourism sector is accelerating a diversification strategy as chronic ticket shortages at Machu Picchu threaten to cap the country’s post-pandemic recovery. Officials are now marketing five lesser-known regions to international buyers, redirecting visitor flows away from the overburdened Inca citadel into destinations with untapped capacity. The Rio Times, the Latin American financial news outlet, examines how this pivot reshapes Peru tourism and the broader travel economy.
Peru Tourism Recovery Stalls Short of 2019 Levels
The numbers tell a story of incomplete healing. Peru welcomed 4.16 million international visitors in 2025, a 4.1% increase over 2024 but still roughly 21% below the record 4.37 million who arrived in 2019, according to Mincetur. Of that total, 3.42 million were classified as overnight tourists. South America accounted for nearly 59% of arrivals, led by Chile with 1.28 million visitors, followed by the United States at 629,000.
Machu Picchu itself drew 1.45 million visitors in 2025, reaching 97.4% of its 2019 level but still falling short by roughly 39,000 entries. The site’s recovery has been hampered by a rigid ticketing system that reserves 1,000 of its 4,500 daily slots (5,600 in peak season) for walk-up purchases at the village gate, creating queues and logistical headaches that discourage advance trip planning. The Peruvian Institute of Economics estimates that 5.5 million potential visits were lost between 2020 and 2025 compared to pre-pandemic growth projections.
Five Regions Take Center Stage
The diversification campaign targets Ayacucho, Cajamarca, Ica, Cusco’s secondary circuits, and Amazonas. Ayacucho’s pitch centers on its historic center with 33 colonial churches and the Vilcashuamán archaeological complex. Cajamarca is promoting the Ransom Room, the Cumbemayo stone forest, and Inca thermal baths. In Ica, the strategy is already yielding results: the Ballestas Islands attracted 563,000 visitors in 2025, up 1.8%, while the Paracas National Reserve drew 474,000.
In northern Amazonas, the pre-Inca fortress of Kuélap and the Gocta waterfalls anchor a community tourism model connecting visitors with indigenous communities. Within Cusco province, officials are marketing the Sacred Valley, new routes to the remote Choquequirao ruins, and gastronomic experiences to extend stays beyond the typical Machu Picchu day trip.
Travel Mart Brings Global Buyers to the Table
The commercial arm of this push is the Perú Travel Mart 2026, scheduled for May 14–16 at the Sheraton Lima. The 34th edition will convene 190 international tour operators from more than 20 countries, organized by the National Chamber of Tourism (Canatur) and PromPerú. Australia joins as a new strategic market alongside growing delegations from India and China. Organizers project $18.5 million in commercial activity across more than 7,600 business appointments.
Following the Lima sessions, over 60 buyers will participate in regional familiarization trips to Ayacucho, Cajamarca, Cusco, and Ica, double the previous edition. Deputy Tourism Minister Aracelly Laca noted that many travelers are reconsidering Southeast Asian and European itineraries in favor of South American destinations, a shift Peru aims to capture.
Infrastructure Gaps Cloud the Outlook
Despite the marketing ambitions, structural bottlenecks remain. The long-delayed Chinchero International Airport, intended to double Cusco’s air capacity, is only about one-third complete after six years of construction. The Korean-led consortium executing the project has faced cost overruns and contractual disputes, pushing the opening to no earlier than late 2027 — roughly six years behind the original schedule.
Security concerns add friction. The U.S. State Department issued 13 travel advisories for Peru in 2025, citing protests, strikes, and states of emergency. The expiration of a bus concession to Machu Picchu’s entrance triggered blockades that stranded hundreds of tourists. Industry leaders acknowledge the headwinds but note that mass cancellations have not materialized. Peru’s tourism sector is betting that spreading visitor flows across multiple destinations will prove more resilient than relying on a single iconic site whose access constraints tighten each year.