Peru national pride campaign: “More Peruvian Than Ever”

The Ministry of Foreign Trade and Tourism (Mincetur), working alongside Promperú, introduced the Peru national pride campaign today. Titled “More Peruvian Than Ever,” this initiative shows that a true sense of belonging crosses international borders. It proves that love for the country is built on admiration, respect, and long-term commitment. The government designed this project to renew civic pride and deepen the emotional connection citizens share with the Peru Brand, cementing it as the main symbol of national identity.

Minister of Foreign Trade and Tourism Berthin Gómez led the official launch event on July 21, 2026. He emphasized that the primary goal is to revalue what it means to be Peruvian.

“This effort goes beyond standard marketing. It involves the entire nation,” Gómez stated. “Bolstering our global image starts by building up the pride of the people who make up this country. When we appreciate our own worth, we project a stronger, positive image of Peru internationally.”

According to the minister, the Peru Brand operates as a major strategic asset. Over the years, it has positioned the nation as a top-tier tourist destination, a reliable source of high-quality goods, and a hub for business investments. Today, it stands as an identity symbol representing millions of people.

Core strategy behind the Peru national pride campaign

The concept driving the Peru national pride campaign rests on a straightforward idea: locals often rediscover the true value of their home when viewing it through the eyes of foreigners who admire and embrace the local culture.

By fostering national pride, the organizers seek to improve the country’s international standing and future prospects. To maintain an ongoing dialogue with the public, the project features a comprehensive digital content strategy. The rollout includes videos and mini-documentaries highlighting expats who have adopted local customs, as well as citizens sharing their heritage abroad. The strategy also incorporates regional micro-influencers, international content creators, stories of historical figures, and tailored social media posts.

Inspiring stories driving the message

At the launch event, organizers shared inspiring stories of individuals who embody the spirit of the Peru national pride campaign. Standout profiles include:

• Kennedy Leavens: An American citizen fostering communities of traditional women weavers in the Cusco region.
• Timour: A French chef acting as a dedicated advocate for Peruvian cuisine on the global stage.
• Tatiana Espinosa: A forestry engineer and conservationist dedicating her life to protecting the Amazon rainforest.

Through these firsthand accounts, the initiative honors those from different backgrounds and nationalities who actively help preserve and share the cultural, natural, and human wealth of the nation.