Recovery was slower than expected in 2023, in part due to a failed presidential coup in December 2022, which sparked civil unrest and led to some governments issuing travel advisories. Global arrivals in 2019 numbered 4.4 million, with signs indicating arrivals will recover to 2.4 million by the end of 2023.

Speaking to TTG@WTM, Ricardo Romero, director of the trade commission of Peru in the UK and Ireland, said: “The political situation prevented us from growing at a faster pace, but it is picking up now.”

Chile, which shares a border with Peru, continues to be the country’s top market, followed by the US and then Ecuador.

Romero also highlighted that following the introduction of a direct flight from London to Lima with Latam, which begins on 2 December, Peruvian authorities were talking to other airlines including – Lufthansa and Emirates – about route development.

While history and adventure remain priorities, PromPeru is also working on promoting Lima’s gastronomic credentials. The Peruvian capital has four restaurants in the World’s 50 Best Restaurants list, including the number one spot, occupied by Centrale.

Romero said: “The Spanish and French markets get it, but we have work to do in the UK. We are using the new Latam flight as a vehicle to promote gastronomic city breaks in Lima.”

With Machu Picchu operating at peak capacity, the campaign will also highlight lesser-known attractions, such as the Moche Route in the north, the Gocta waterfall in the Amazon and Choquequirao archaeological park in the south. “To increase visitors, we need more focus on other parts instead of Machu Picchu,” Romero added.