Maíllo, during the presentation in Lima of Madrid’s tourist offer
The Delegated Tourism Area, in collaboration with the airline Iberia, presented this Monday in Lima the tourist offer of the capital in two work sessions organized with Peruvian media and specialized travel agencies. This action is part of the promotional campaign that Madrid is developing in Latin America to position itself as a quality urban destination.
During the presentation, the delegate councilor for Tourism, Almudena Maíllo, presented the attractions of the capital as an urban destination, with a tourist proposal that includes the historical and cultural heritage, major sports and music events such as Formula 1 or NFL games, its renowned gastronomy, vibrant nightlife, the quality of its hotel infrastructure, shopping tourism, and educational tourism.
In Maíllo’s words: «Madrid is a destination that has it all: history, culture, gastronomy, shopping, music and sports events, and a unique lifestyle,» while also highlighting that «we are seeing the development potential of Madrid as a quality destination in the Ibero-American markets, and our goal is for Peruvian tourists to discover the Madrid experience.»
Madrid and Lima, united by gastronomy
Furthermore, on this trip, the Delegated Tourism Area, together with the Municipality of Lima and ProLima, has advanced the DeLiMadrid plan, which aims to showcase the value of Madrid and Lima’s gastronomy worldwide. This plan will demonstrate the connection between the cuisines of both capitals, known for their tradition, innovation, and cultural legacy, through a series of actions.
As Maíllo pointed out, «gastronomy represents the identity of a destination,» and «with DeLiMadrid, we want to create a cultural bridge between Madrid and Lima through what best defines us: our way of eating and enjoying life.»
Both cities share a strong gastronomic scene. Madrid has over 18,300 hospitality establishments, 35 Michelin stars spread across 28 restaurants, and 17 gastronomic markets. Gastronomy is the second reason to visit the Spanish capital, according to the tourist perception survey, where it excels.
Additionally, it has over 300 Peruvian restaurants, showcasing the integration and relevance of Peruvian cuisine in Madrid. On the other hand, Peru boasts some of the world’s best chefs, with a Lima restaurant currently topping The World’s 50 Best Restaurants list.
Peru, a strategic market for Madrid
During the presentation, Iberia announced that, since June, they have increased the daily frequencies between Madrid and Lima to two. This will bring the total daily services between both capitals to five, operated by four airlines. According to AENA data, the total number of passengers from Madrid to Lima in 2024, including tourists and non-tourists, was 623,085.
The profile of the Peruvian tourist seeks cultural, gastronomic, and shopping experiences. According to Global Blue, the average purchase ticket for Peruvian visitors was €228 in 2024, with a 2% tax-free sales share ranking the Peruvian market eighth among international tourism.
Quality tourism with a Madrid stamp
With this action in Peru, Madrid reinforces its international positioning strategy with a high-impact and sustainable tourism model. The city has accumulated various distinctions in the last six years, being recognized in 2024 as the second-best urban destination in the world, the top gastronomic destination in Europe according to Time Out, and the leading destination for meetings and congresses according to the World Travel Awards for the sixth consecutive year. Additionally, it has been named the ‘World’s Arboreal City’ by the UN for the sixth consecutive year for its commitment to sustainability.
