ANCASH — With Peru already top of mind as a leading destination for adventure travel, Promperu’s inaugural Peru Outdoor Expo was perfectly timed.

“Thank you all so much for coming, for trusting us and visiting Peru, particularly Ancash,” said Maria del Sol Velasquez, Tourism Director, Promperu, at the recent ribbon-cutting ceremony, attended by representatives from Promperu, APTAE and other officials.

“This is our first Peru Outdoor Expo and the first of many to come,” she added.

The expo’s setting was ideal too, in Peru’s Ancash region, known for its impressive Cordillera Blanca. The mountain range – part of the larger Andes Mountains – provided a stunning backdrop.

At the ribbon-cutting for the 2025 Peru Outdoor Expo (left to right) are Francisco Basili, President of APTAE (Peruvian Association of Adventure Tourism, Ecotourism and Specialized Tourism); Maria del Sol Velasquez, Tourism Director of Promperu; Juan Carlos Heaton Alfaro, Head of Tourism at SERNANP; Maria Karen Mazzi Mendoza, Regional Director of Foreign Trade and Tourism (DIRCETUR) of Áncash (all Peru Outdoor Expo pictures courtesy Annie Cicvaric)

ATTENDEES FROM CANADA, AND AS FAR AWAY AS INDIA & SOUTH AFRICA

Travelweek was among the delegates for this debut Peru Outdoor Expo, along with more than 30 local suppliers and 39 international buyers and media representatives from nine key markets, including attendees from Canada and from as far away as India and South Africa.

Buyers had the opportunity to participate in three pre-fams leading up to the conference, allowing them to experience the country firsthand – a telling sign of Peru’s investment in tourism.

Over the course of two days, a roundtable format facilitated more than 600 meetings, offering a unique networking opportunity for Peruvian tourism delegates and a select group of Canadians, including Anas Rana from Off The Map Travel Adventures in Kitchener, ON.

“The Huaraz conference offered a chance to meet passionate tourism professionals committed to showcasing their homeland, all while surrounded by the awe-inspiring mountains of Ancash,” Rana told Travelweek.

“Every detail was well executed with engaging speakers,” added Katherine Morewood from World Expeditions Schools, Ottawa. “I would recommend this event to anyone interested in expanding their business opportunities in Peru.”

Jane Hart from Direct Travel appreciated the Shaman experience that was incorporated into the event. “The Shaman is a crucial part of Peruvian culture, so it was an important ceremony to witness,” said Hart.

Notably, the effort was not solely focused on business meetings, as Velasquez pointed out.

“Our focus is on three pillars: ensuring quality and safety, fostering sustainable tourism that benefits local communities, and showcasing adventures where cultural experiences, nature and gastronomy come together.”

She added with a smile, “Now, let’s do some business.”

PERU TRAVEL TRENDS & INSIGHTS

With 67% of the marketshare dedicated to adventure travel, it was fitting to have guest speaker Diego Arelano from the Adventure Travel Trade Association (ATTA) share some insightful information.

Why invest in adventure travel?

Arelano emphasized how revenue from adventure travel contributes to local economies.

Peru Outdoor Expo’s roundtable format facilitated more than 600 meetings

He shared a memorable statistic: 100 cruise tourists, nine overnight visitors, or just four adventure travellers can all produce the same monetary return.

Moreover, adventure travel creates 2.6 jobs per traveller, compared to just 1.5 jobs for mass tourism. The average trip cost for adventure travellers is US$3,000 for an 8-night stay (based on 2024 statistics).

That said, this popular market segment generates 76% of the total trip cost, which is spent on local suppliers and communities.

Additional highlights included the top five primary adventure activities: hiking/walking, cultural experiences, cycling, safari/wildlife viewing and culinary tours.

Tapping into the ‘hot’ high demand trends are trips focused on women and solo travellers.

Additionally, running has emerged as a new adventure activity, making its way into the top 10 list.

Meanwhile, it’s not surprising that Peru ranks well as a destination and has reason to aim high, advancing from 29th position in 2020 to 6th in 2024 on a global scale. The country meets several key criteria for adventure travel, positioning it well for growth – with good reason.

But even more exciting than past numbers is what’s ahead. If there’s ever a time for travel advisors to have Peru on their radar, it’s now. There is much to experience, especially for Canadians with wandering eyes for new travel destinations.

SUSTAINABILITY & CONSERVATION

At the press conference, attendees were exposed to a wide range of topics and talking points, including sustainable tourism, where guest speaker Kiara Castaneda, a tourism specialist for SERNANP (National Service of Natural Areas Protected by the State), led the discussion on the theme.

Castaneda provided some insights into Peru’s biodiversity, highlighting that the country ranks 1/10 globally in this regard, encompassing a rich variety of butterflies, birds and fish species.

SERNANP employs over 1,500 individuals, including more than 700 park rangers who protect the natural and regional conservation areas throughout Peru. One notable protected area is Huascaran National Park, renowned for its diverse range of activities, including trekking, climbing and cycling.

This year marks a significant milestone for the UNESCO-designated Huascaran National Park, as it celebrates 50 years of captivating adventurers around the globe.

THE RACE OF ALL RACES

Another keynote topic covered was trail running in the Andes. Pegged as the premier trail running race in Peru, the Andes Race offers a unique challenge that weaves through the stunning landscapes of the Sacred Valley of the Incas and the majestic Andes mountain range.

Since its inception 10 years ago, the event has featured two distances and attracted 98 participants (eight international runners from six different countries).

The main goal at the time was simply for everyone to complete the race without getting lost.

Fast forward to today, the race is backed by major brands such as Adidas, Copa Airlines, and Rimac Siguros, and it now attracts more than 1,000 participants, including 170 international runners from 25 countries worldwide. Distances offered have expanded, ranging from 13km to 100km, and by 2026, the race is expected to welcome more than 1,500 participants.

The event has not only drawn more local runners but has also revived the tradition of the chaksis—the swift-running messengers from the 15th century who could cross vast distances in remarkably short time.

Not surprisingly, the event’s impact on the local economy is significant, as it brings travelling companions, lodging, tour programs, and other services to a local level. Athletes of all levels – from beginners to ultra-marathoners – can tackle different distances and elevations while discovering the region’s rich history, enjoying local community hospitality and the vibrant energy of the Peruvian Andes.

For more information about travel to Peru see Peru.Travel.