Panama showcases its gastronomic, cultural and natural offerings to win over key markets at FITUR

What are Panama's expectations and objectives for FITUR?

Panama is participating in FITUR with an expanded presence and a stronger experiential offering than in previous years. The country presented a gastronomic experience featuring Geisha coffee, considered one of the most highly regarded in the world, and the participation of Panamanian chef Rachel Paul, who offered tastings of local cuisine.

In addition, the stand included cultural expressions such as a traditional ensemble and representatives of the Emberá community, with the aim of showcasing the cultural richness and authenticity of the destination. Panama is participating alongside 34 strategic partners, including tour operators, hotels, and travel agencies, which are key allies for marketing its various destinations. FITUR is a priority platform, especially for the Spanish market, one of the most important for the country in Europe.

What is your assessment of 2025 and what guidelines will guide your strategy for this season?

The strategy is based on strengthening the actions that have shown the best results. One of the key elements has been to resume and reinforce the relationship with travel agencies, which still represent about 30% of sales in many markets.

Panama has made progress in its digitalization process and its presence in international markets through digital channels, while maintaining and strengthening alliances with airlines. Closer collaboration with travel agencies, which are the first point of contact for travelers, has been key to the destination's growth, allowing tourists to feel supported from the moment they decide to travel.

What are the destinations and experiences that Panama seeks to highlight this season?

Panama City continues to be the country's main product, thanks to its infrastructure, air connectivity —particularly with Copa Airlines— and attractions such as the Old Town and the Panama Canal.

In addition, there is a very diverse range of offerings in the interior of the country. In the sun and beach segment, the Pacific Riviera, Santa Catalina, and Playa Venao stand out. For nature and biodiversity, Coiba Island and Bocas del Toro are key destinations, especially during their high season between December and April. In the coffee and mountain segment, the province of Chiriquí, with Boquete and Tierras Altas, is a major player.

The strategy is to offer a wide portfolio of products so that each market and each traveler can choose according to their interests and the season.

What are Panama's priority markets in 2026?

The main source markets are the United States, Canada, and Mexico, due to strong air connectivity. In Latin America, Colombia is a significant market, while Costa Rica experiences seasonal fluctuations.

In Europe, Spain, Germany, and France are the three most important markets. Panama is focusing its efforts on these eight priority countries, adjusting its strategy to available resources and expanding its reach as its promotional budget strengthens.