Advertising Expenses for Tourism in Panama

Of the nearly $ 40 million budgeted by the Tourism Authority of Panama for advertising for the period 2008-2011 just $ 5.5 million remain in the coffers.

Thursday, February 24, 2011


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Prensa.com reports: "In late 2009, the ATP took away the campaign from Publi4, which had already spent $ 26 million of the $ 39.5 million, blamed it with inflating production costs of the campaign 'Panama stays in you' but the company defended itself stating it had worked transparently and under the quality levels requested." Consequently, ATP management awarded the campaign to advertising firm BB & M.

Minister Solomon Shamah considers that the remaining money is not enough to promote Panama abroad this year, so it is requesting additional funding to the Ministry of Economy and Finance.

Usage of tourism promotion funds in 2010 (in dollars):

Sponsorships: 1.8 million
Media (Free Atlapa Campaign): 1.5 million
Manufacturing (free Atlapa documentaries not made by BB & M): 1.5 million
Marketing: 533.000
Fair stands: 544.000
Participation in fairs: 534.000
Merchandise: 150.000
Storage: 120.000
"Fans trips": 69.000
Website: 29.000
Caravans: 14.000
Other: 9.000

More on this topic

Panama Invests $4 million in Tourism Promotion

May 2011

The Tourism Authority of Panama has launched a campaign for the international market called "Unimos al mundo" (Uniting the world)

Salomon Shamah, the Minister of Tourism, said the campaign will invest $4 million in 2011, while for 2012 there is an estimated guideline of between $6 and $8 million.

Panama Advertising Contract Cuts Out Intermediaries

October 2011

The Panamanian Tourism Authority has decided to contract advertising spots directly in order to promote the country internationally.

From next April, when the contract with the agency BB & M expires, the tourist agency will directly handle the $6 million advertising budget to be spent advertising spots for international promotion campaigns.

ATP to Control Tourism Advertising in Panama

March 2012

The Tourism Authority of Panama (ATP) is to take direct control of the $6 million budgeted this year for the international advertising campaign.

From 2012 onwards, the ATP will handle the international advertising campaign, buying space directly in respective countries. For the last 4 years an advertising agency, winner of a public tender in 2007, has managed the campaigns.

Panama: $ 2 Million More in Advertising

February 2011

The Tourism Authority transferred $ 2 million to BB & M agency, completing $ 7.5 million for promotion in 2011.

"For 2010 and 2011 we had a budget of $ 12 million, from $ 39.5 million that had been established in the initial contract which was won by Publi4 in 2007 and last year the Government transferred it to BB & M," the article in Prensa.com reported.

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