Panama: Money Allocated for Tourism Promotion

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.

Wednesday, April 6, 2016

The uneven internal and external promotion of tourism in Panama could have seen better days. The general manager of the Tourism Authority of Panama, Gustavo Him, announced in a statement that there will be a budget of $10 million for the international promotion, in addition to the $5 million for domestic tourism promotion.

See also: "Panama: Hotels React to Low Occupancy Rates"

See: "Panama: Four Offers for Tourism Promotion"

From a statement issued by the ATP:

The general manager of the Tourism Authority of Panama, Gustavo Him, highlighted that they are expediting everything to do with international promotion and that there will be a budget of $10 million for international promotion and $5 million for internal promotion.

"We are aware that we must strengthen the dissemination of the tourist attractions in the country internationally and internally in order to raise awareness among the Panamanian population of the boom that tourism may have in the country."



More on this topic

Contract to Promote Tourism in Panama Approved

August 2016

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.  

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.

Panama: The $20 million Promotional Contract

May 2016

Ten advertising agencies have shown interest in obtaining the contract for the international promotion of Panama as a tourist destination.

An article on Prensa.com reports that "... The contract to manage international tourism promotion in the country has generated interest from major foreign advertising agencies.

$20 million International Tourism Promotion

April 2016

The Tourism Authority of Panama will directly hire an advertising agency to develop two years of international promotion campaigns.

The head of the entity, Gustavo Him, told Prensa.com that "... the call began last week and they expect to receive six proposals in the month of May." The decision not to invite tenders and make a direct hire was made by the National Tourism Council, who came to this conclusion because of the delays that occurred in the process of defining the tender.

Panama: Emergency Plan for Tourism Industry

July 2015

In the remainder of the year the Tourism Authority has announced that it will be spending $8 million in promotional campaigns in Europe, South America and the US, 70% focused on digital media.

The Tourism Authority announced that among the immediate measures to be taken are the "...

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