In this context, Travel2latam spoke with Gloria de León, Administrator of the Panama Tourism Authority.
What does it mean to you to be promoting Panama in Spain again?
This is the most important tourism fair there is. Panama has been present for years, and I think we are growing. Europe is an important market for us and coming to FITUR brings us closer to it and to all the other destinations that are at the fair.
What are your goals for participating here specifically?
Mainly there are meetings with tour operators, agencies and airlines. All the people and agencies from Panama who came to FITUR are looking to expand their business and not only bring tourists to Panama, but also bring Panamanians to other destinations. When a Panamanian goes to another country, they become an ambassador for Panama in the destination they are visiting, due to their behavior, what they consume, etc.
As the administrator of the Tourism Authority, I definitely want tourists to come to me, to strengthen and reinforce the ties that exist with different destinations and tour operators. And obviously, I want new airlines to join, to improve the connectivity that we already have, which is good.
The hub of the Americas connecting more than 89 cities is very important, but if we can grow and grow to have more airlines we would be gaining even more. When you travel, the last thing you want to do is sit on a plane, and if we manage to make those connections with airlines with direct flights to get to Panama, that would help us grow in tourists annually.
There are also some major hoteliers here who may be interested in new destinations in Panama. Are you going to have discussions with them as well?
Of course. To find those investors who want to come and invest in Panama through companies or hotels, this fair is definitely an opportunity. Talking to them and putting ourselves within their investment options is part of the work that is going to be done.
And in your opinion, which Panamanian destinations could experience growth this year or need more infrastructure?
There are many places that have not been explored yet in Panama. For example, we have: Santiago, Mariato and we are also building a road that goes to a place called Pixbae, which has a beach, coast and waterfalls. So, it depends on what the investor wants to do and where he wants to focus. We have the Pacific coast, where there are more hotels, more shopping centers, and on the other hand, there are also more unexplored and new places.
A few days ago, we were published as the top 25 destinations to visit in 2025. That is definitely an important positioning because it arouses the curiosity of investors towards Panama. I always say that in Panama, in a few days you can have three or four vacations in one. In seven days you will not get to know all of Panama, but we can give you an interesting offer of mountains, beach and city, or beach, rural tourism and city that will really drive you crazy.
How do you see the European market? What does Europe and Spain in particular mean to you?
Spain is currently one of our main European visitors. There is a huge opportunity for growth. Iberia and Air Europa are becoming strategic allies for us to be able to grow that market. And soon, in June, the airline Cóndor will begin flying directly from Frankfurt to Panama.
What experiences would you highlight as must-do's when visiting Panama?
Definitely the Panama Canal. Then, it depends on each person's preference. A European friend recently visited me and said, "I don't want the cold because I come from the cold," so we looked for a beach, like Bocas del Toro. There is crystal-clear water and bungalows over the sea that are spectacular.
In Panama we have the Atlantic and the Pacific, they are two totally different seas. There is also the city, the old town, religious tourism in the churches and gastronomy.
And for those who want mountains, I would say that they can go to Pacifico or Venao, then to Santa Catalina to go to Coiba, and then they can go to Boquete, Tierras Altas and Chiriquí, to taste delicious coffee and spectacular cuisine. I think that Panama has it all.
Part of the attraction of inviting an investor or a tourist to come to Panama is to tell them who we are and where we came from and how this small country that unites America, that separated two oceans and then united them, was born.
They are strategically located and have incredible connectivity.
That's right. The hub of the Americas continues to grow and that makes it increasingly more accessible to go to Panama. That's important, and I think that taking advantage of Panama's connectivity with direct flights that you can stop on for free through the Copa Airlines stopover program, at no additional cost on the ticket, is an advantage that we have over other countries.
We spoke with a representative from Promtur, and now there are also benefits for the MICE segment, to support the convention center, right?
We have two convention centers, with a capacity of up to 25,000 people. And if the convention has more than 2,000 hotel nights, the convention center is free. That is, if you have 500 participants and your event is 4 days, the convention center is free. The magic is in bringing those congressmen and having them stay a few days after or come a few days before, so that they then consider us for family travel. And I think that they would have everything there, the congress part and some vacation.
I always say that congresses should be sold from Monday to Thursday, so that people stay in Panama from Thursday to Sunday and can learn a little more.
The cruise industry has also shown great interest in Panama. What are the short- and medium-term objectives?
Yes, at the beginning of my administration I visited the FCCA, the Florida and Caribbean Cruise Line Association, with the intention of strengthening those ties that had been lost with cruise passengers, with the agencies and the cruise lines. When the cruise ships arrive, they are all-inclusive hotels that are floating in the sea. So, the idea is to be able to bring those cruise passengers a few days before, or for them to stay and finish their vacation in Panama three or four days later. Four days is not enough, but I believe that if the destination makes you feel good, you come back. So there is an interesting opportunity. We are talking about increasing that annual number of cruises.
What volume do cruise ships generate today?
We have about 224 cruises between Port of Gold and Home Port in the 2024/2025 season. This year, 2025, we have 117 cruises left to arrive. That season ends in May.
There is a significant opportunity to continue growing with Royal Caribbean and Norwegian Cruise Line.
The luxury cruise is the new trend that is very interesting.
Exactly. Luxury tourism is also a channel where Panama has a lot to offer, hand in hand with shopping tourism. There are people who only want to come to Panama and go to a specific hotel on an island in Las Perlas. That service exists and is an interesting niche, but it can always be strengthened.
What would be a final message for our audience, which is made up of operators, agencies and MICE professionals?
If you don't know us, we would love to welcome you and be your hosts. We want you to give us that opportunity to make you fall in love with Panama, because we have it all, we are accessible and sustainable.
Panama is a very sustainable country. And I must also say that our Amador Convention Center practices sustainability rules. So we want you to visit us, to give us the opportunity to serve you, I am sure that the experience will be 10 out of 10.