PROMTUR Panama, the Panama Tourism Authority, and Visa will collaborate to boost the country´s tourism sector

Thanks to this collaboration, PROMTUR, a destination marketing organization dedicated to the international promotion and marketing of Panama, will have access to the Visa Destination Insights platform to enhance its statistical analysis and data-driven strategies. This information is particularly significant for a country like Panama, where tourism contributes 8% of its GDP, as it strengthens collaboration between the private sector and public sector entities for the benefit of the Panamanian economy.

The Visa Destination Insights platform offers data-driven intelligence based on aggregated and depersonalized information from Visa credential transactions, including consumer trends, cardholder spending profiles by country of origin, visitor characteristics (business, leisure, or transit travelers), types of merchants where transactions are made, and average purchase amounts, among others.

This information complements the country's reports on trends, choices, and behavior of international travelers.  

“Through this collaboration with Visa, Panama will have access to key information that will allow us to optimize our international promotion strategies and thus boost visitor demand to the country. This initiative will also benefit the local tourism industry, as they will have access to this data, allowing them to make strategic decisions based on data intelligence, adapt their offerings, and respond to traveler preferences, which will help increase our competitiveness as a world-class destination,” said Gloria de León Zubieta, Minister of Tourism of Panama.

"For Visa, this collaboration represents an opportunity to add value to the efforts of PROMTUR and the Panama Tourism Authority to advance their agenda in Panama's tourism sector, contributing valuable information that aids in the planning of actions in one of the country's most important economic engines. Our goal is to benefit both citizens and the numerous micro-businesses that benefit from the tourist flow that Panama attracts daily," said Liz Marie Pareja, General Manager of Visa Panama. "We are convinced that the information provided by the Visa Destination Insights platform will allow us to refine the strategies of PROMTUR and the Panama Tourism Authority, further boosting tourism to Panama."

Source: Panama Tourism Authority / VISA.