The Ministry of Foreign Trade and Tourism announced on April 3 the launch of its digital communication campaign “Viaja Divino” for Holy Week 2026. The initiative aims to encourage safe, informed, and trouble-free travel across Peru, with a projection that more than 1.9 million domestic tourists will travel during the holiday period, generating an estimated economic impact of nearly US$220 million.
The campaign is part of the broader “Turismo Seguro” initiative and emphasizes that successful trips are not accidental but result from informed decisions, formal tourism services, and active protection networks supporting travelers before and during their journeys. Minister José Fernando Reyes said these efforts are designed to strengthen internal tourism and promote formality within the sector.
As part of “Viaja Divino,” official platforms such as Y tú qué planes are being promoted to help travelers choose destinations nationwide. The iPerú service provides real-time guidance, while citizens are encouraged to verify that tourism providers are properly registered in the National Directory of Qualified Tourism Service Providers. The ministry also highlights shared responsibility between travelers—who should adopt a culture of prevention—and service providers—who must ensure quality, safety, and formality in their offerings.
“Viaja Divino” seeks not only to connect with the meaning of Holy Week but also with the idea that when everything works well during a trip, it feels “divine.” According to Reyes: “Así, el Mincetur articula esfuerzos con distintas entidades para asegurar que millones de peruanos puedan recorrer el país de manera segura, responsable y satisfactoria.”
The Ministry contributes to cultural and social progress by fostering sustainable tourism and social inclusion according to its official website. It belongs to Peru’s Executive Branch with sector-specific autonomy according to the same source. The Ministry advances national strategies for foreign trade and tourism by promoting business expansion as well as sustainable development according to its official website.
The Ministry operates under the oversight of Minister José Fernando Reyes Llanos as reported by its official website, serves communities throughout Peru focusing on trade facilitation and connectivity according to its website, collaborates with entities like PromPerú along with other public or private organizations as stated by its official site, directs policies on foreign trade while fostering export growth since being established in 2002 according to its history page.
With this campaign, authorities reaffirm their commitment toward strengthening domestic tourism as an engine for economic development through sustainable promotion centered on traveler experience.
