Panama strengthens its strategy in Colombia with a focus on MICE, stopover and product diversity

What are Panama's objectives in promoting its attractions in Colombia?

Colombia is one of our priority markets: it's the second largest source of tourists to Panama, after the United States. There's a very strong connection, both by air and through cultural and commercial channels, which is why we always maintain a presence there.

We're here to reinforce the message that Panama is more than just cities and beaches. Colombians already associate us with that image, but we want to show that we also offer gastronomy, adventure, and culture. Our research indicates that Colombian travelers are increasingly interested in adventure experiences and cultural offerings, and we have a great deal to offer in that regard.

Panama offers a wealth of diverse experiences in a short amount of time: you can be on the Pacific coast watching whales and then have dinner in the Old Quarter that same night; explore the Coffee Route in the Highlands and Boquete; surf in Santa Catalina, dive in Coiba, or visit Pedasí to witness the turtle nesting. You can also enjoy Portobelo, Taboga—just 20 minutes from the city—or combine the Caribbean and Pacific coasts in a single trip.

Our goal is to convey all that diversity to both wholesalers and agencies so that they can expand the offering to the Colombian traveler.

Beyond ANATO, what are Panama's strategic priorities for 2026?

One of our main focuses is the meetings, incentives, conferences, and exhibitions (MICE) segment. We offer incentives for events held at the Amador Convention Center and ATLAPA. Currently, we have approximately 80 bookings for medium and large conventions. MICE tourism is strategic because many people come for work and then return as tourists.

Another key pillar is the stopover program with Copa Airlines. We surpassed 200,000 passengers in 2025 and extended the permitted stay from two to seven days. Furthermore, we engaged the private sector: hotels, restaurants, bars, museums, and attractions offer special benefits to encourage passengers to extend their stay and explore the country.

We are also strengthening the cruise segment. Royal Caribbean International has been operating as a home port in Colón since last October, and the agreement extends until April 2027. It is a very attractive product for Colombians, especially those without a U.S. visa, as they can combine a cruise with shopping, cultural activities, or adventure in Panama.

In addition, tourist insurance has been relaunched, providing medical coverage during the stay, reinforcing the sense of security that the country already offers.

What other tools are you implementing to boost marketing?

We're working with a micro-targeting program aimed at travel agencies. We've hired a company that provides direct contact, training, and sales support so agents can better understand the product and sell it to the end consumer. Around 3,400 agencies are already participating in the program.

In addition, we launched a coupon book that offers over $500 in benefits at 50 participating businesses for those who stay at least four consecutive nights. It's a concrete tool to encourage longer stays and spending at the destination.

Panamanian cuisine is gaining increasing international recognition. What place does it occupy within the overall strategy?

It's a fundamental pillar. Today, Panama boasts several restaurants featured in The World's 50 Best Restaurants ranking. Among them are Maíto, by chef Mario Castrellón; as well as La Tapa del Coco, Cantina del Tigre, and other projects that reflect the immense richness of our cuisine.

Our cuisine is a powerful fusion of Afro-Caribbean, Chinese, European, and Latin American influences, featuring exceptional raw materials thanks to our location between the Atlantic and Pacific Oceans. Furthermore, the country has made significant progress in professional training, raising the standard of the entire industry.

Panama is often described as the Hub of the Americas. How does connectivity impact tourism growth?

Connectivity is one of our greatest strengths. Through Copa Airlines and other airlines such as Iberia, Air Europa, Air France, and Aeromexico, Panama connects to more than 90 cities. We are the hub of the Americas, which greatly facilitates access for both the Colombian market and travelers from around the world.

We want to be the hosts of the world and continue to show that Panama is much more than the Canal: it is nature, culture, gastronomy and diverse experiences in a single destination.