Marca Perú was named ‘Country Brand of the Year 2026’ by the Country Brand Foundation of Spain, according to a March 20 announcement. This marks the first time a Latin American country has received this award, coinciding with Marca Perú’s 15th anniversary.
The recognition highlights the importance of national branding in promoting cultural diversity, tourism, and international market potential. The award is seen as a result of ongoing efforts to strengthen Peru’s image abroad.
José Reyes, Minister of Foreign Trade and Tourism, said that this achievement reflects sustained work to promote Peru internationally. “Marca Perú will continue to evolve, accompanying new generations who will take our name even further with innovation, sustainability and pride for their countries. For this we will continue working together with the private sector and all actors who are part of this great task of positioning Peru, because ultimately Marca Perú is an expression of what we are capable of achieving when we work united as a country,” Reyes said.
Since its launch in 2011, Marca Perú has become a symbol of identity and confidence for Peruvians and serves as a strategic tool for positioning the country globally. It has been recognized as a successful case in brand management and has played an important role in boosting tourism, exports, and investment by uniting public and private sectors under a common vision.
The international recognition also acknowledges Marca Perú’s exemplary track record and its contribution to strengthening Peru’s image through performance across various fields. The Program for Licensees now includes more than one thousand active licenses that allow companies to act as ambassadors for Peru in areas such as exports, tourism, and gastronomy.
The ceremony took place at Promperú’s auditorium with participation from Deputy Minister of Tourism Aracelly Laca; Deputy Minister of Foreign Trade César Llona; Promperú Executive President Ricardo Limo; business leaders; trade associations; and sector representatives. Several licensed companies were also honored for their contributions to promoting Marca Perú internationally.
Looking ahead, the next national campaign “Más Peruanos que Nunca” is scheduled for July 2026 to further strengthen national identity.
