Panama's Tourism Promotion Strategy

Insights into the country's strategy for promoting itself as a touristic destination and for improving its tourism infrastructure and services.

Wednesday, December 8, 2010

Although the major tourist markets for Panama are still Latin America and the United States, for 2011 the National Tourism Authority has decided to focus promotional efforts in Europe.

Among other things, it has worked on increasing air routes with the old continent, reaching agreements with European based airlines Iberia, KLM and Condor.

In a long interview, Ernesto Orillac, Director of Marketing of the Tourism Authority, informed how Panama will promote international tourism.

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More on this topic

Panama Wants to Attract Brazilian Tourists

August 2011

The country will be promoted as a shopping destination to foster the entry of tourists from Brazil.

Strong economic growth in Brazil and appreciation of its currency against the U.S. dollar has made Brazilians the most attractive tourists in Latin America.

Panama has benefited from this, and in recent months the number of tourists from Brazil entering the country has increased significantly.

Panama Increases Tourism Promotion in the E.U.

June 2011

The Panamanian Tourism Authority will increase the promotion of tourism in the old continent.

To reach the greatest audience in the process of promoting tourist attractions in Europe, the Panamanian Tourism Authority, has hired six public relations firms in different European countries, which will disseminate information through tourist operators and agencies.

Tourism Promotion Campaign

May 2009

In Panama, companies in the industry created a promotion fund "in kind" that will contain hotel, tour and airfare discounts.

The measure agreed to by the Panamanian Chamber of Tourism (Camtur) seeks to address the decline in tourists entering the country due to the global economic crisis.

Panama strengthens its investment in the European market

November 2008

During the final quarter of this year the Panamanian Tourism Authority is strengthening its investment in international publicity and promotion aimed at the European market.

The Authority has been purchasing space in the printed media, including specialized newspapers and magazines, as well as alternative media such as buses and taxis in Holland, France and the United Kingdom

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