It is based on the Master Plan for Sustainable Tourism of Panama, recently recognized by UNESCO
Panama announced the launch of its new tourism brand anchored to the slogan "Vive por Más". The brand is a beacon of Panamanian pride, based on the country's vision of sustainable tourism and inspired by its radiant culture, rich history and extraordinary biodiversity. Through its tourism offering, the brand inspires motivated travelers to have a positive impact on the destination.
"Using our Sustainable Tourism Master Plan 2020-2025, as a guide for the decentralized development of the industry, we are recreating our approach to sustainability through tourism by investing in the vibrant and unique attributes of our country, while empowering the local communities, "said Iván Eskildsen, Minister of Tourism of Panama. "This includes our culture, natural wonders and, most important of all, our people, who are the heart of Panama."
The launch of this new tourism brand is not only a symbol of unity and progress for Panamanians; it is also a force that attracts the conscious traveler in search of regenerative experiences that rekindle their spirit of curiosity and adventure. This type of traveler also seeks to transform and change their perspectives through their journeys. "Vive por Más" invites these travelers to seek sensory stimulation, connection and transformation in Panama on their way to self-discovery, appreciating their heritage more and supporting local communities through tourism spending. The conscious traveler is key to promoting the tourist plans of the destination, since it shares important values with the vision of sustainability of Panama.
"The brand platform, 'Vive por Más' takes a unique approach to promoting the destination by drawing inspiration from the Panamanian people, and placing them at the center together with the traveler," said Woodrow Oldford, Marketing Director of PROMTUR Panama. "It evokes Panamanian pride and authenticity - ensuring that, by connecting with the conscious traveler, each Panamanian fulfills the brand's promise to radiate life."
Based on Panama's heritage as a bridge to the world, "Vive por Más" conveys the country's areas of differentiation as an exuberant destination with a purpose, radiating life and connecting travelers to its deep cultural roots. Awaken travelers to the intrigue, energy and power of the worlds that converge in this small but mighty country. The initial launch is made with visual elements, including a new logo, a video hero, a redesigned website, new photographs and a series of digital content published on the social networks of Panama.
"We are incredibly proud to share our new brand platform, which truly captures the essence of Panama's offering as an immersive destination, which enriches and invites you to belong," said Fernando Fondevila, CEO of PROMTUR Panama. "It embodies the vigor and inspiration that we want travelers to find in Panama, through enriching experiences that connect them with our culture, our history and our people, achieving a lasting impact that remains with them long after their visit."
The "Live for More" brand platform is based on Panama's Sustainable Tourism Master Plan, recently recognized by UNESCO as an example of innovation and sustainability, highlighting Panama's unique tourist routes. The plan reactivates Panama's Tourism, Conservation and Research (TCI) strategy, and focuses on three fundamental areas: Cultural Heritage (multifaceted culture), Green Heritage (extraordinary biodiversity) and Blue Heritage (wonders of the ocean).
"Combined with our Master Plan, the launch of this new brand is a fundamental step to attract quality travelers who aspire to make a difference as drivers to improve the quality of life of local communities, while at the same time dedicated to conserving and protect our natural and cultural resources, "added Minister Eskildsen.