Peru, is establishing itself as a regional leader in the application of artificial intelligence (AI) to the tourism sector. This is evidenced by initiatives like the UN Tourism Regional Commission for the Americas meeting in the capital of the country, Lima, which focused on AI and its impact on tourism.
The Andean country is actively pursuing digital transformation and AI integration within its tourism industry to enhance visitor experiences, improve operational efficiency, and promote sustainable development.
Peru is showing strong performance in digital advancements in areas like e - government and GovTech integrating AI governance with strategic plans aiming for coordinated implementation across government levels and sectors. and is increasing the use of AI for the creation of personalized experiences, with artificial intelligence that supports the design of tailor made tours inserting key recommendations in the itineraries and as a partner to plan alternative routes or new captivating proposals.
Within the framework of the 70th Meeting of the UN Regional Commission for the America, Peru became the epicentre of tourism innovation by inaugurating the international seminar “Artificial Intelligence and Tourism in the Americas”, organized by UN Tourism, a specialized agency of the United Nations which promotes responsible, sustainable and universally - accessible tourism, and Mincetur, the Ministry of Foreign Trade and Tourism of Peru.
The event brought together authorities, technology experts and private sector representatives from across the region to reflect on the transformative impact of artificial intelligence on the future of tourism.
Minister of Foreign Trade and Tourism, Desilú León Chempén underscored Peru’s commitment to a tourism model based on innovation, sustainability and public - private collaboration. In his opening speech, the Minister stressed that AI is key to designing better strategies, personalizing experiences and strengthening the sustainability of the the entire tourism chain.
In addition the Minister shared important national advances, such as the incorporation of Arequipa as the first Smart Tourist Destination, the initiative Emprende Tec Turismo program and the Innovation for Rural Tourism project.
During the seminar, data reflecting the digital transformation of tourists in Peru was presented with figure highly interesting. In 2024, 92% of international travellers bought their ticket online and 69% booked their accommodation digitally, compared to 25% in 2019.
In this context the Minister announced the creation of the Observatory of Statistics of the Peruvian Tourism Industry, with a focus on open and interoperable data.
The event included a Ministerial Panel with the participation of authorities from Colombia, Ecuador, Guatemala, The Bahamas and Peru, where the regulation of artificial intelligence and its adoption in the tourism sector was discussed.
Thematic tables were also held on the transformation of destinations, business digitalization and improvement of the tourist experience, with the participation of global leaders such as Google, Microsoft, Amadeus, CAF and UN Tourism.
Another highlight was the Startup Pitch Challenge, a competition where entrepreneurs present their business ideas to a panel of judges often investors or industry experts, with goal of securing funding, mentorship, or other resources, with technological proposals from Brazil, Colombia and Peru.
The event concluded with a joint call to promote flexible regulatory frameworks, public - private funds and integrating academic sector, communities and startups into the digital agenda.
Regional Director of UN Tourism, Gustavo Santos said that Peru is today a regional benchmark in the digital transformation of tourism, and its leadership is key for Latin America and the Caribbean to move towards smarter, more competitive and inclusive tourism.
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