Interview : Erick Garcia Gonzalez, Director Germany PromPeru

Erick Garcia Gonzalez is Director of PROMPERU in Germany, the country organization which promotes Peruvian exports, tourism, and investment.

PROMPERU acts as a promotion desk for all three sectors. Today, of course, we are focusing on tourism. Present at ITB Berlin 2026, Garcia Gonzalez highlights Peru efforts to foster closer relations between local communities and the tourism sector. 

Could you share some figures for 2025? How did the year perform, and what are your main markets?

Erick Garcia Gonzalez – We are still in the recovery phase after COVID-19, but the trend is positive. Visitor numbers increased by around 8–10% annually. In the meantime, we are still approximately 10–15% below our 2019 levels. That said, we are clearly on track toward full recovery.

Our most important long-haul inbound market is the United States, which ranks number one. In addition, neighboring countries are very significant for us. Travelers from Chile, Argentina or Ecuador frequently visit Peru, often for short trips. For example, many Chileans travel to Peru for a gastronomy weekend. Brazil is also important but less than other countries on the continent. Distances play there a role and they can be considerable! As an example, São Paulo to Lima is about a seven-hour flight.

How about Europe? Is Spain your number one European market?

Erick Garcia Gonzalez – Yes, Spain is our leading European market. The shared language makes travel easy, and there are strong business and cultural ties. Spain also has a large number of Peruvian restaurants—around 115 in Madrid alone—which helps promote our cuisine and culture. After Spain, France ranks second, followed by Germany in third place. Germany is therefore a key European market for us.

What are your forecasts for 2026?

Erick Garcia Gonzalez – Our goal is to achieve full recovery this year and close the remaining gap to 2019 levels. It is ambitious, but we believe it is achievable. We also see potential growth from Europe, possibly outperforming other destinations.

What are you highlighting this year at ITB Berlin?

Erick Garcia Gonzalez – This year, we are presenting a different image of Peru. Of course, we still have the Andes and iconic sites like Machu Picchu, but our focus is shifting. We are highlighting youth travel, adventure, nature, and especially community-based tourism.

We want to showcase everyday culture—the authentic, day-to-day life in communities. Visitors can see how people live, what they eat, and how traditions are maintained. It goes beyond the classic Instagram image. We describe this approach as regenerative tourism.

Could you be more specific about the meaning of ” regenerative tourism” for Peru?

Erick Garcia Gonzalez – It means that communities are better off after tourism than before. Through interaction with visitors, they strengthen their cultural identity and gain economic benefits. Tourism becomes an active exchange between locals and travelers.

On the environmental side, some projects help restore wildlife populations. For example, in certain coastal areas, communities work with visitors to protect and regenerate turtle populations. Tourism revenue supports conservation efforts and increases awareness.

Are you organizing special activities during ITB Berlin?

Erick Garcia Gonzalez – We are participating in two panels—one on community tourism and another on adventure tourism. We are also involved in the Green and Blue Tourism Forum and a “Travel That Creates Change” session.

At our stand, we are hosting show cooking sessions, coffee and pisco workshops, and a networking event featuring Peruvian cuisine such as ceviche and Amazon-style fried rice.

How is Peru implementing sustainability at a regulatory level?

Erick Garcia Gonzalez – Since last year, Peru has introduced new regulations promoting community-based and sustainable tourism. The entire tourism value chain must now include sustainability measures and community involvement. This ensures better income distribution and environmental protection.

At PROMPERU, we only work with tour operators who comply with these requirements. If they do not meet the standards, they cannot participate in our official promotions.

Can you give an example of a sustainable destination in Peru?

Erick Garcia Gonzalez – In several regions, all tourism activities are community-based. Visitors work directly with local people, and conservation projects—such as turtle protection in lagoon areas—are integrated into the experience. Tourist participation actively supports regeneration efforts.

Q: How is Peru adapting to climate change?

Erick Garcia Gonzalez – Climate change is visible, especially in the Andes, where glaciers are retreating. Our approach is to promote responsible tourism—respecting trekking routes, protecting ecosystems, and working closely with communities.

We currently receive around four million tourists per year, which is manageable compared to other destinations around the world. At this stage, we do not need to close destinations seasonally for regeneration. However, if necessary in the future, we would implement such measures.