In this context, Travel2latam spoke with Jennifer Janson Cattán, Chief Marketing Officer of Promtur Panama.
How were these days for Prontour Panama at WTM?
If I have to sum it up in one word, I would say intense, as something very positive. There were many business opportunities and we were very active, especially on day two of the fair. All the operators, the DMCS were very active, with all their meetings. Many media, influencers and content creators also came to talk to us and see opportunities. The very important focus was on the whole commercial part, the commercial relationships that can generate direct sales.
You were not alone, I see a lot of people around you working…
That's right, and we were there from early every day until late afternoon. We were accompanied by 18 local Panamanian partners, so hopefully all this will generate more progress for the country.
How do you rate the year that is ending in terms of the tourism sector and how do you see 2025?
I like to talk about what is happening right now. We are still working on our predictions and we are going to close 2024 in the black, above the estimated goals.
As long as we maintain the consistency that we have had now with the new direction as well, where we are going to strengthen ties with wholesalers and tour operators, I can only expect to move towards a positive trend.
In addition, we have an approach that goes hand in hand with Panama's hoteliers to be able to increase their occupancy factors. And we are making certain strategic alliances to be able to increase them much more.
Which destinations do you think will take off based on all the promotion?
In general, Panama as a country, not only in tourism, is opening up and seeing many opportunities towards the South. We are going to go much stronger with Colombia, Argentina, Brazil and Ecuador as well. We relaunched the Stopover program, which is our workhorse, a unique program where we are lucky to have a flagship airline with the program that is already recognized worldwide in different media. So the program will also allow people who come from the south to the north to make a stopover in Panama and so that next time they want to come as a final destination and stay longer. In Panama there are offers, there are experiences and a lot to enjoy.
And based on your experience, what five Panamanian destinations or experiences should no one miss?
I think that Panama City, which is where everyone lands with the international flights that arrive, gives you that duality between a city like no other in Central America, with all the infrastructure that you enjoy in the capital city, but at the same time 10 or 15 minutes away by car you are in a tropical jungle, where there is adventure, biodiversity and you can enjoy the animals. In addition, there is the whole attraction of the Panama Canal, which is a must-see. And around the waters of the canal there are also all the indigenous communities. All the indigenous product of Panama is really my favorite, it is where you connect with the simplicity of life, and you understand a little bit of their worldview. And apart from the indigenous communities, there are all the fishing activities. There are also boats that are crossing the Panama Canal and you can fish in the lake.
Another must-see destination is Taboga Island, which is very beautiful and will soon see a lot of infrastructure investment to enhance it even more. It is 20 minutes by ferry or boat from Panama City. This means that you can combine the city with the jungle, indigenous community and beach in one place, in one destination with many experiences.
Then, I am personally in love with Portobello. Portobello is about an hour and a half from Panama City, it is relatively close and you can choose to stay or spend the day. Portobello alone is in the Caribbean of Panama. There are marine coral conservation projects, snorkeling and scuba diving. There are spectacular jungles and waterfalls where there is hiking for the more adventurous. And the biodiversity of Portobello National Park is also unique.
After that, I would go to the Highlands and Boquete, where there is air connectivity and it is very easy to get there in 45 minutes. There we are very well known for our coffee, the Panamanian geisha coffee, which is one of the most valuable in the world. It is a rather eccentric coffee, which is very popular in Asia, and it breaks records for value year after year. There you can also enjoy a cooler climate, you escape a little from the humidity of the city and you go to a situation of a cloud forest, with greater altitude. There we also have an iconic experience which is the Barú Volcano, the highest point in Panama. And in one day, if the weather is good, you can see both oceans from a single point. So that is also a spectacular attraction and you can, if you are very adventurous, hike to the top. But if you are like me a little more comfortable, you can go by car and there enjoy a picnic with a coffee or a hot chocolate to see the sunrise which is really spectacular.
And the other one that I can't help but mention would be Bocas del Toro, which is the Panamanian Caribbean again, where there was a lot of Afro migration that settled there for the construction of the interoceanic railroad and for the banana plantations. There, they even have their own language, Guari-Guari. Their food is spectacular, with lots of fresh seafood with its different species and its Caribbean touches with coconut, so Bocas del Toro would also be one of the must-sees for me.