Panama strengthens its presence in Brazil with a diversified approach: casinos, nature, and air connectivity
Gloria de León, Administrator of the Panama Tourism Authority, presents the country's strategy to capture the Brazilian market and boost inbound tourism at WTM Latin America 2024
What are Panama's expectations for participating in WTM Latin America?
We are here with the goal of continuing to position Panama within the Brazilian market. These types of international fairs are key to strengthening partnerships with tour operators and wholesalers and opening new business opportunities for our companies. We want our Panamanian partners to be able to forge agreements that expand Panama's presence in this strategic market.
What is the Panamanian presence at the event this year?
We're accompanied by a robust delegation of 15 Panamanian companies representing different tourism segments. One of the focuses is casino tourism, a product with great potential for Brazilian travelers. We're also here to reinforce the already well-known attractions: our biodiversity, the Canal, beaches, and islands.
What actions are you implementing to attract more Brazilian visitors?
We want more Brazilians to come to Panama. In 2019, we received 84,000 visitors from Brazil, which is a low figure considering the market's potential. Between 2022 and 2024, we grew 34%, reaching 74,000 visitors, without any specific promotional campaigns. We know there's room for further growth.
We have nine destinations in Brazil directly connected to Panama through Copa Airlines, with more than 20 weekly flights. The challenge is transforming those passengers who use Panama as a connecting hub into tourists who take advantage of the stopover program and stay a few days to enjoy the country.
What's new in nautical and cruise tourism?
We have good news in this regard. We have two cruise ports and are evaluating the opening of a third, smaller one in the Caribbean. Furthermore, Panama is investing heavily in nautical tourism, participating in specialized fairs to position itself as a regional nautical hub, with all that this entails for the arrival of high-profile tourists.
Any special activities during the fair?
Yes, tomorrow we'll be holding a raffle for a ticket to Panama among fair attendees, as a way to generate greater interest and reach. We continue to focus on attracting the Brazilian market because we believe in its potential and everything Panama has to offer.