Panama is a safe tourist destination, according to perception study

Panama was classified as a safe destination, according to the study: "Panama Perception and Brand Health", carried out in the United States, Colombia, Brazil, Costa Rica, Argentina, Canada, Spain, Germany and France, target markets according to the Sustainable Tourism Master Plan (PMTS) of the Tourism Authority of Panama and statistics on the entry of visitors to the country.

Among the main data provided by the report presented by PROMTUR Panama - destination marketing organization for the promotion of the country at the international level - it is highlighted that Panama had the best security assessment, which in addition to being essential for the consumer, constitutes in a differentiating element to compete in the international tourist market.

The study, which was carried out in May by SMARInsights - a specialist in travel and tourism market research - commissioned by PROMTUR Panama, also took into consideration the evaluation of the axes of perception of the destination, the health of the brand country and target audiences, reflecting that Panama does not show a well-defined image abroad, so there is a great opportunity to build a strong perception that differentiates the country from its main competitors.

Only 26% of consumers reported knowing a lot about Panama. "We do not have a negative image, but the results showed a lack of familiarity with destiny. We need to embody it, ”said Fernando Duque, president of the PROMTUR Panama Board of Directors.

The results of the research, which provide relevant inputs for the management of Panama as a tourist destination, demonstrate that the tourist makes his decision to visit based on common functional characteristics and those unique and exclusive that a destination provides. "This data is an important foundation that helps to capitalize on the strengths of not only the country brand, but also useful information available for tourism products and services from various industry players," said Denise Miller, Executive Vice President of SMARInsights. , American firm that developed the study.

In the market analysis, it is also highlighted that Panama was classified as a "relaxed and natural" destination, while consumers in Argentina and Brazil who planned to visit Panama within the next 5 years, rated the destination as "active and natural " “Active and natural is a destination that combines the nature part, but with a modern and lively atmosphere. It is in this category that we think Panama fits the most ”, announced Fernando Duque.

For its part, the survey also asked participants to select the personal characteristics with which they identified the destination Panama. Respondents considered Panama a young adult, who likes beer, owns a Jeep, wears jeans and a sweater, although he keeps formal clothes at home and is more sophisticated, unlike other Latin American destinations. "These are perceptions that serve as a basis to position the country towards a modern and innovative destination," said Denisse Miller, Executive Vice President of SMARInsights.

Regarding the target markets, the study pointed out that North America, mainly consumers from the southeastern US, had the highest index of preference to visit Panama next year. In South America, the countries with the greatest interest in visiting the country were Argentina and Brazil, while in Europe, although there is a very low preference for taking long flights, Spain is the country with the highest probability of traveling to Panama, followed by France. In general, countries with attributes similar to Panama, such as Costa Rica, Colombia, Puerto Rico and the Dominican Republic, have very similar results, with which the study suggests that the challenge is to stand out from the competition.

Regarding the more immediate probabilities of travel, once the restrictions by the COVID-19 are lifted, the tourists with the greatest interest in visiting Panama are those nearby, Costa Rica and Colombia, an indication that the first marketing efforts should be target these destinations, the study noted.

This is the first of a series of studies that the Panamanian destination marketing organization (DMO) will carry out to have a better understanding of the main target audiences, their definition and market segmentations. Additionally, the understanding of the main competitors of the country will be deepened and as soon as these data are obtained in detail - audience and competitors - Panama will be ready to define its differentiated value proposal, which will show the reasons for traveling to Panama. vs. other destinations.

Finally, the importance of having this type of study to know the strengths and weaknesses of the destination according to the experience of the tourist and what is its evolution, to measure the effectiveness of the strategies implemented, was highlighted.