PROMPERÚ and JetSMART have established a strategic alliance aimed at boosting tourism to Peru from Argentina, Chile, Colombia, and Ecuador. According to the Peruvian Commission for the Promotion of Export and Tourism, the campaign aims to mobilize more than 157,000 international passengers by June 2025 through a combination of digital advertising and promotional airfares.

The promotion will focus on the tourist attractions of Lima and La Libertad (the latter only for the Chilean market). Additionally, the alliance includes participation in e-commerce events and the dissemination of advertising content that, according to PROMPERÚ, will generate exposure exceeding 244 million advertising impacts in the target markets.

JetSMART has operated international routes to Peru since 2017 and is considered a key pillar in this strategy. Currently, the company offers direct flights to Lima and Trujillo from various points in South America, with a weekly schedule that includes:

• 7 flights between Buenos Aires and Lima.

• 14 flights between Santiago and the Peruvian cities of Lima and Trujillo.

• 15 flights from Medellín and Cartagena to Lima.

• 4 flights from Quito to Lima.

Importance of the Source Markets

Between January and October 2024, Peru welcomed 2,720,719 international tourists, 39.6% of whom came from the target markets of this alliance. Chile stands out as the main source of tourists to Peru, followed by Ecuador in third place, Colombia in sixth, and Argentina in eighth.

According to PROMPERÚ, these figures underscore the need to implement promotional strategies like this one to consolidate the flow of visitors from South America, a key region for Peruvian tourism.

The campaign is part of the international promotion efforts led by the Ministry of Foreign Trade and Tourism (MINCETUR) and PROMPERÚ, which launched the «Peru Wow» initiative in 2024. This campaign aims to attract tourists by showcasing the country’s natural, cultural, and gastronomic attractions.

According to PROMPERÚ, the strategy seeks to strengthen Peru’s positioning in key markets not only in South America but also in countries such as the United States, Spain, Mexico, France, Germany, and the United Kingdom.

Through this alliance, PROMPERÚ and JetSMART aim to increase air connectivity and encourage tourist arrivals, highlighting the importance of tourism as an economic and cultural driver for the country.