One of the most influential emerging trends in this new paradigm is known as “JOMO Travel,” the Joy of Missing Out. In contrast to the popular social phenomenon of FOMO (Fear of Missing Out), which pushes individuals to stay constantly connected and in tune with everything on social media, JOMO promotes the opposite: enjoying the present without pressure, valuing silence and disconnection as sources of pleasure and renewal. In the tourism sector, this manifests as a preference for destinations that promote calm, rest, and contact with nature. Peru, with its diverse landscapes—from the Andean highlands to the lush Amazon basin—offers countless opportunities for mindful, intentional travel.

Another trend redefining luxury tourism is “Slow Luxury,” which promotes a slower pace, deeper experiences, and appreciation for craftsmanship and locality. Far from the logic of fast consumption and empty accumulation, this approach seeks to create unique, personalized, and responsible moments. In Peru, this philosophy is reflected in boutique hotels built with local materials, workshops with traditional ceramic masters, meals prepared with native, sustainably sourced ingredients, and guided walks through communities that welcome travelers with pride and authenticity. This is a luxury based on time and connection, not on extravagance.

Personal well-being has also become a priority for luxury travelers. The “Wellness Luxury” trend highlights the increasing need for physical, mental, and emotional balance. Travelers seek places that offer spaces for personal care without losing their local essence. This is not about replicating the same old spas; rather, it’s about integrating traditional healing practices, such as Amazonian floral baths, meditative sessions in sacred natural settings, or treatments using ancestral Andean ingredients. In Peru, more and more resorts and travel centers are offering comprehensive programs that combine luxury accommodation, healthy cuisine, physical and spiritual activities, and immersive experiences in nature.

Sustainability has become a fundamental criterion in luxury travel decisions. A resort is no longer judged solely by its elegance but also by its commitment to environmental protection, social integration, and cultural preservation. In this regard, Peru is leading with numerous pioneering initiatives. Hotels in the Cusco region work closely with local communities to promote high-end experiential tourism; in the Amazon, sustainable lodges train and employ local residents; and in Paracas, tourism companies invest in marine conservation and environmental education. This new concept of luxury not only provides unforgettable experiences but also generates tangible benefits for the destinations and their people.

According to the same Expedia report, younger consumers—especially millennials and Gen Z—are driving these changes. Spending on wellness experiences has grown by 15% over the past year, while traditional luxury travel has seen a 12% increase. This evolution shows that luxury is far from disappearing—it is being redefined. It is now more closely linked to purpose, balance, and human experience than to material possessions or trendy destinations.

In this new scenario, Peru not only consolidates its position as an attractive destination but also has the opportunity to lead a model of high-end regenerative tourism—one where the traveler not only receives but also gives back. In this model, the journey leaves not only memories but also a positive footprint on communities and the environment. To support this, public policies must align with strategic investments in sustainable infrastructure, specialized workforce training, and a strong national brand narrative that highlights values such as authenticity, respect, and well-being.

Purpose-driven luxury tourism is now an opportunity to redefine not only the act of traveling but also how we want to inhabit the world. It’s no longer about crossing physical borders—it’s about opening ourselves to new ways of seeing and feeling. On this path, Peru has much to offer. With its living history, cultural diversity, breathtaking landscapes, and growing commitment to sustainability, it is ready to provide travelers with a unique, transformative, and deeply human experience.

Author: Cecilia Mozzoni

Professor of Higher Education in Tourism

University of Milan