TORONTO — Peru is making a strong play for the Canadian travel market, highlighting the country’s growing luxury tourism offerings, cultural heritage and nature-based experiences during the Peru Roadshow 2026 presented by PROMPERÚ.

The multi-city roadshow, which stopped at Toronto’s W Hotel last night before heading to Montreal today and Vancouver tomorrow, brought together more than a dozen Peruvian tourism suppliers and industry partners, including airlines Air Canada, Air Transat and Copa Airlines.

The roadshow comes as Peru seeks to build on growing Canadian visitation and strengthen its position in a market that tourism officials see as having significant untapped potential.

Laura Albrow, Air Transat; Brian Tan, TripToGo; Laura Marin, Copa Airlines

“We’re in an ecosystem today that is quite unfavourable to tourism, with the war and everything going on,” said Jaime Cardenas, Senior Trade Commissioner for PROMPERÚ Canada. “But I believe things will improve, if not this year then next year. We have to keep the fire going.”

Peru welcomed more than 3.4 million international visitors last year, with Canada ranking as the country’s 12th-largest source market. According to Cardenas, approximately 30,000 Canadians visited Peru during the first quarter of 2025, representing a 2.8% increase year over year.

“Canada is Peru’s number 12 source market globally. We have to work on that, because last year we reached 11th place,” he said.

Canadian arrivals reached 78,000 visitors in 2025, underscoring the importance of the market as Peru continues to diversify its international visitor base.

Cardenas believes shifting travel patterns may create new opportunities for destinations such as Peru.

“Canadians are reluctant to go to the U.S. And some parts of Europe too. So what is left? That puts Peru in a good position,” he said. “It is difficult to compare the experience you get in other places with the experience you get in Peru. We’ve been blessed by nature. And we have all this heritage, history and culture.”

A key theme of this year’s roadshow was Peru’s growing appeal to affluent travellers seeking authentic and transformative experiences rather than traditional luxury.

“The definition of luxury has fundamentally changed,” said Cardenas. “True luxury is no longer about excess or extravagance. It is about authenticity. It is about privileged access, and above all, it is about meaningful, transformative experiences.

“That is precisely where Peru distinguishes itself. Peru is not merely a destination on a map, it is a country where culture, nature and sophistication converge in a manner that very few places in the world can genuinely offer. It delivers not just travel but perspective, not simply comfort but connection.”

The country has been investing in its high-end tourism infrastructure, with a growing collection of luxury hotels, boutique properties and immersive experiences designed to meet rising demand from discerning travellers.

According to Cardenas, Peru’s strength lies in the combination of experiences available within a single destination.

“What makes Peru so compelling for high-value travellers? It is not one single icon or attraction, it is a remarkable combination visitors can encounter: ancient civilizations, extraordinary biodiversity, globally celebrated gastronomy and refined hospitality,” he said.

Peru’s cultural assets remain among its strongest tourism draws. Beyond its famous archaeological sites, tourism officials are increasingly promoting immersive experiences that connect visitors with local communities and traditions.

“Peru holds one of the most extraordinary cultural legacies on earth,” said Cardenas. “What truly differentiates Peru is not simply what you see, it’s about experiences, including immersive cultural experiences designed specifically for those discerning travellers who seek insight rather than a spectacle.”

After a stop at Toronto’s W Hotel last night, Peru Roadshow 2026 now heads to Montreal today and Vancouver tomorrow

Nature and wellness tourism are also playing an increasingly important role in the country’s tourism strategy. More than 60% of Peru’s territory lies within the Amazon rainforest, while the country is also home to the Andes Mountains and a vast Pacific coastline.

“For the high-end traveler, this geographic richness translates into unparalleled experiences, luxury Amazon river cruises, private expeditions through ancient landscapes, exclusive nature-based adventures, where comfort and refinement are never compromised,” said Cardenas.

“In Peru, adventure does not mean sacrifice, elegance, nor comfort. On the contrary, it elevates it.”

Sustainability and wellness are becoming central pillars of Peru’s tourism positioning, reflecting changing consumer preferences.

“Part of our strategy is sustainability, and inclusion,” said Cardenas. “And especially these days, people want to relax their inner soul, especially in this world that is so demanding, with so many different activities that we forget about ourselves.”

Improved air access is expected to support continued growth from Canada.

Air Canada will operate winter seasonal non-stop service to Lima from both Toronto and Montreal aboard Boeing 787-8 Dreamliners, with each route scheduled to operate up to three times weekly beginning in October 2026.

Air Transat continues to offer year-round overnight non-stop flights to Lima from Toronto and Montreal, operating twice weekly from each city. Meanwhile, Copa Airlines provides daily service from Toronto and Montreal to Lima through its Panama hub, along with twice-weekly flights to Chiclayo.

Lead image caption: Marta Ortiz, Canada Market Specialist Promperu; Marvic Gil, Tourism Specialist; Jaime Cardenas, Sr. Trade Commissioner Promperu Canada (all photos courtesy Annie Cicvaric)