Panama, a country strategically located in the American Continent, constantly reinvents itself to offer its visitors innovative experiences focused on a wide variety of market niches, ranging from business and pleasure, the traditional visit to the Canal zone, ecotourism, wellness, culture, gastronomy, and fun with activities designed for the whole family.
After the pandemic, Panama has experienced a boom that places it at levels higher than in 2019 regarding visitors' income. "We are celebrating the most successful semester in the last decade with more than 1.3 million visitors entering as of June 30, 2023," Denise Guillén, Panama's Minister of Tourism, told TravelPulse.
One of the critical elements for the excellent positioning of the Panamanian tourism industry has been the launch of the international campaign “Panamá Vive Por Más” (Panama Lives for More), with funds of $20 million annually. “The campaign, managed by the Panama Tourism Promotion Fund (PROMTUR), is led by the private sector, and the Panama Tourism Master Plan is the guiding document; with it, the private sector is the host of tourism that arrives and defines the marketing strategy,” said Minister Guillén.
The tourist menu of this Central American country includes rainforests, volcanoes, beaches on the Caribbean and Pacific coasts, as well as a spectacular desert. The most popular destinations, besides the Old Town and the Canal zone, are the Barú Volcano National Park, Gamboa Rainforest, and Isla Coiba, to mention a few.
At Gamboa Rainforest, visitors ride the jungle by cable car. (Photo Credit: Valentin Fuentes)
In these destinations, visitors have the opportunity to enjoy extraordinary biodiversity and experiences including zip lines and cableways in the jungle, whale watching, cultural visits to native communities, sanctuaries of turtles and sloths, bird watching, surfing, diving, yacht trips, and an excellent gastronomic offer with restaurants that collect the best of international food and fusion with the traditional Panamanian flavors.
Fernando Fondevila, CEO of PROMTUR PANAMA, assured that the strategic plan is specifically promoted in the United States, Canada, Costa Rica, Colombia, Brazil, Argentina, Spain, France, and Germany. “Historically, these countries have accounted for more than 50 percent of international arrivals to Panama, which has been due to the connectivity and direct flights we have.”
He explained that they have focused on a segment of purposeful travelers, who are the ones who connect the values of sustainable tourism in Panama. “They are travelers who tend to stay longer, which generates greater economic impact and contributes to the social development of our country. For them, Panama is not a destination; it is the journey, and they are looking to leave their mark,” Fondevila said.
The strategy includes strategic alliances with airlines, travel agencies, and global tourism operators to amplify the message of direct promotion to their databases to generate short-term demand, efforts that are already yielding results. “Last year, we reached 1.9 million international visitors, and this year, we are estimated to have approximately 2.3 million, approaching 2019. Visitors used to stay eight nights on average, now they are staying 11,” said the CEO of PROMTUR PANAMA, who added that last year's economic impact was $1.8 billion, including the meetings industry (MICE).
Members of the Emberé community share their culture with visitors. (Photo Credit: Valentin Fuentes)
He reported that another outstanding achievement is that Panama ranks as the fifth country associated with the International Congress Association (ICA), along with Washington D.C., Brussels, Dubai, and Singapore. “That means that we have created a public and private sector with the conditions to invite international associations and organizations to establish themselves in Panama, which generates more meetings and events, which brings economic spillover, knowledge, and opportunities for trade between the region's countries,” Fondevila said.
Hub and Responsible Tourism
Panama consolidates itself as the most important hub of the Americas by concentrating high traffic of aircraft with the commissioning of the modern Terminal 2 of the airport that allows increasing connectivity with destinations of the North and South of the Continent, in addition to the expansion of the Panama Canal that improves the daily transit of ships and cruises in a work of sustainable engineering that allows excellent savings and use of fresh water in the operations.
On the other hand, the Minister of Tourism of Panama said that one of the fundamental ideas of its management is to promote responsible tourism, so they have organized the different native communities to create tourism products that can be offered in local and international tours. “The Colmena Plan, led by the Ministry of Social Development, seeks to lift Panamanians out of inequality. The Tourist Office has a strong orientation to make tourism the vehicle that guarantees equality and that it is a country of opportunities for all,” said Guillén.
More than 40 percent of the Panamanian territory is declared a natural protection area, ranging from reserves and wildlife refuges, to national parks. In addition, 54 percent of the ocean in the Caribbean and Pacific is protected. “Panama, moreover, is a living laboratory. The Smithsonian Tropical Research is over 110 years old and is the only Smithsonian laboratory outside the United States dedicated to marine and terrestrial flora and fauna,” the Minister of Tourism said.
Playa Deseo, in Coiba National Park, is one of the favorite places for divers. (Photo Credit: VisitPanama.com)
This effort to promote responsible tourism responds to the demands of a new generation of travelers seeking a fruitful relationship with the planet's communities. Gustavo Santos, Regional CEO for the Americas of the World Tourism Organization (WTO), said, "Eight out of every 10 millennials and Gen Z youth prefer to travel to buy a good. And 85 percent want a positive relationship with the environment and sustainability.”
Finally, Ernesto Orillac, President of the National Tourism Convention (CONATUR) 2023, assured that Panama works hard in more regenerative tourism that seeks to make the impact reach the communities. “This Commission aims to develop tourism to improve the quality of life and positively impact Panamanians and residents living in Panama.” Orillac, in the framework of the Tourism Convention, led the Panama Travel Mart business exchange with more than 40 international buyers, closing approximately $35 million in business for Panama.
With this innovative strategy and its privileged geographical location, Panama has everything to consolidate itself as one of the most desired destinations internationally.
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