Panama strengthens its position as a regional hub with a focus on connectivity and MICE tourism
Gloria De León, Panama's Minister of Tourism, highlighted at WTM Latin America the importance of the Brazilian market and the growth of the congress and convention segment
What are Panama's objectives for this edition of WTM Latin America?
Panama is participating once again in one of the most important trade shows in the region to position itself as a comprehensive destination: congresses and conventions, adventure, sun and beach, and a wide variety of experiences that seek to attract new visitors.
What does the Brazilian market represent for the destination?
It's one of our priority markets, especially because of its air connectivity. The number of flights from Brazil to Panama is key to our promotional strategy, and in that sense, working with Copa Airlines is essential.
What role does the Panama Stopover program play?
It's a very important strategic tool. It allows travelers to make a stopover in Panama at no additional cost to their airfare, and it was recently extended to a stay of up to 15 days. This reinforces our position as a hub for the Americas and adds value to the traveler's experience.
What other initiatives stand out on the destination's agenda?
In October, we will host World of Coffee, an event that will bring together more than 7,000 visitors at the convention center. Brazil, as one of the world's leading coffee producers, will play a prominent role.
How is the MICE segment evolving in Panama?
It's one of the most important segments for the country. We continue to promote it with incentives such as free use of convention centers for events that meet certain requirements, such as a minimum number of hotel nights. This segment generates higher tourism spending and boosts the entire value chain.
How important are partnerships in this strategy?
They are key. We work together with airlines, tour operators, and wholesalers to strengthen the promotion of the destination and increase visitor arrivals.
What are the next steps in terms of international promotion?
Panama will continue to participate in the main events of the sector globally, with a presence at trade fairs and strategic meetings in key markets such as Europe and Latin America, to continue expanding its international positioning.