📋 Tender Overview
The implementation of PROMTUR San Martin drives the growth of regional tourism, elevating the region to the Top 10 nationally and consolidating it as the most visited Amazonian destination in the country.San Martin continues to consolidate itself as one of the most competitive tourist regions in the country. According to official visitor flow data, the region reached 718,354 visitors between January and August 2025, ranking 10th nationally and 3rd in the Northern Macroregion, surpassing Cajamarca, Lambayeque, Amazonas and Piura.
In addition, San Martin maintains a sustained leadership in its natural environment: it is the most visited Amazon region in Peru, above Loreto, Ucayali, Madre de Dios and Amazonas. This position is maintained both in 2025 and in 2019 (pre-pandemic) and 2024.
The historical comparison shows that: in 2019 (pre-pandemic) the region registered 1,290,187 visitors, while in 2024 it reached 1,056,587, which means a drop of less than 18. In contrast, other Amazon regions show greater drops, such as Loreto (-42%), Ucayali (-30%) and Amazonas (-21%); and in the northern zone, San Martin far surpasses La Libertad (-42%) and Tumbes (-21%) in recovery. The region also remains within the exclusive group of destinations that exceed one million annual visitors.
The growth of tourism in San Martin is not the result of chance. Since January 2024, the Regional Government, through DIRCETUR, has been implementing its Regional Tourism Promotion Strategy, known as PROMTUR San Martin, one of the few formal regional tourism promotion strategies in the country. PROMTUR is part of the Regional Sector Development Program: Tourism and Competitive Foreign Trade to 2040 (TCC San Martin), led by Dircetur San Martin. Learn more here: www.tccsanmartin.com
This is a national pilot, which organizes and articulates efforts between the public and private sectors, allowing tourism promotion to stop being isolated and become a public policy with verifiable results.
The data confirms the impact: San Martin went from 11th place in 2024 to 10th at the national level in 2025; in the Northern Macroregion it rose from position 4 to 3; and in the Amazon it maintains position 1 with a wide advantage, consolidating itself as the most competitive Amazon destination in the country.
These figures are the best evidence that San Martin has a strategy, it is executing it and it is working. Today we compete in national rankings and we lead the Amazon with concrete results. This progress is a joint achievement of the public and private sectors, and it shows us that the region can position itself if it works in an articulated manner, said Victor Linarez, regional director of Foreign Trade and Tourism.
With these results, San Martin confirms that it is growing, climbing positions and demonstrating that well-done regional tourism promotion does work.
