What are Panama's expectations and objectives in this edition of the tourism showcase?
At ANATO, understanding that the Colombian market travels a lot to Panama for shopping, we designed our stand simulating a shopping center. But beyond that, we brought 49 associates to connect with new tour operators and offer our hotel and tourism offer.
We also have a 360° experience and a bar with cocktails based on juices and Panamanian rum. In addition to meetings with the media, we are working with PromTour, travel agencies, tour operators, wholesalers and airlines to improve connectivity and offer new destinations to Colombians.
Panama is not just shopping malls and skyscrapers. We have beaches just 30 minutes from the city, Taboga Island, the Pacific Riviera less than two hours away, and the Caribbean in Colon an hour and a half away. Our geographical position and connectivity allow us to offer a great diversity of experiences.
In 2024 we will receive 278,000 Colombian tourists, when a few years ago there were 450,000. We stopped talking to this very important market, which is the second most important for us. Now we seek to reactivate that link and attract Colombians again.
With the Hub of the Americas, Panama has a great advantage. How are you working on promotion?
We are in talks with tour operators, travel agencies and wholesalers, understanding that each has its own specific market. We are personalising digital communication so that agencies can offer more precise information to their clients.
Although it represents a greater investment, we believe that this strategy is key to positioning ourselves and increasing the number of tourists.
Two key segments for you are shopping tourism and the MICE segment. How are you promoting them?
We recently launched a convention incentive: if an event generates more than 2,000 hotel nights, we offer two free days at our convention center.
This benefit has sparked great interest in sectors such as health, robotics, wellness and science. We want to bring these events to Panama instead of organizing them in Colombia.
We seek to position ourselves as a destination for business, culture, gastronomy and biodiversity. We hope that congressmen will extend their stay and explore the country.
You have been to FITUR, now to ANATO. How are you planning for the rest of the year?
We participate in numerous international fairs. After ANATO, we will be in Berlin, then in São Paulo and another 12 fairs throughout the year, which is more than one per month.
Although we work on customized strategies with tour operators and agencies, fairs are key to positioning the brand. At these events, all countries promote their destinations, so we must differentiate ourselves.
Our connectivity is a great advantage. We have Copa Airlines, but we continue working to attract new airlines and direct routes that facilitate access to Panama.
Trade fairs and the expansion of our connectivity are fundamental to our growth strategy.