Contract to Promote Tourism in Panama Approved

A $20 million contract has finally been approved for the company VML Inc. to develop a marketing and communication strategy to promote the country internationally.  

Wednesday, August 3, 2016

The implementation of the international tourism promotion campaign will take place between 2016 and 2018, and will consist of a comprehensive promotion strategy, both online and using traditional advertising, public relations and trade marketing (activations) to promote Panama internationally.

A statement issued by the Presidency of Panama notes that "... The company VML, Inc., founded in the United States, is an international marketing agency with full-service offices in more than 100 countries. Offering integrated advertising solutions (online, offline), public relations and trade marketing, among other similar services. "



More on this topic

Panama: Tourism Promotion is Delayed

September 2016

Two months after the award of a $20 million contract for an international promotion strategy, the adjudicating company is still carrying out its analysis.

Once the company VML International has completed the contract review process, it must then be approved by the comptroller general, which could further delay its implementation.

Panama: Money Allocated for Tourism Promotion

April 2016

After three years without any tourism marketing, the authority for the sector has announced that $10 million will be spent on international promotion, aside from the $5 million already being tendered in a domestic campaign.

The uneven internal and external promotion of tourism in Panama could have seen better days.

Nicaragua: Very Poor Touristic Campaign

August 2015

In light of the announcement of a campaign to promote tourism in Nicaragua "through embassies and consulates," entrepreneurs are recommending the utilization of professional methods.

Tourism entrepreneurs believe that the "Pride of my country" campaign is insufficient to achieve the impact required to Nicaragua as an important tourist destination in the region.

2013 Tourism Promote Plan in Guatemala

April 2013

The Guatemalan Tourism Institute plans to spend $1 million on online campaigns to promote Guatemala as a tourist destination.

According to Peter Duchez, director of the Guatemalan Institute of Tourism (Inguat), as time passes Guatemala must be promoted online, as 95% of the decisions taken by tourists are based on the Internet.

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