MarketHub Americas 2025: Panama becomes the epicenter of global tourism innovation

Panama City will host key players in the global tourism industry from June 3-6 with MarketHub Americas 2025, organized by HBX Group, one of the leading technology platforms in the travel industry. This event, which returns to the Americas after previous editions in Asia and Europe, brings together more than 550 executives from 16 key source markets for the sector.

Under the theme "Connecting Horizons," this edition's event aims to connect ideas, cultures, and visions in an environment where digital transformation, innovation, sustainability, and consumer evolution are central. The chosen venue is the Megapolis Hotel, an architectural icon in the city center, with privileged views of the Panama Canal and the urban skyline, reinforcing the strategic and cosmopolitan nature of the host destination.

An agenda that anticipates the future of tourism.
Over four days, MarketHub Americas 2025 offers a dynamic agenda that includes inspiring keynotes, roundtable discussions, workshops, and networking sessions. Key topics revolve around the impact of artificial intelligence, new traveler behavior patterns, scaled personalization, process automation, and the growth of sustainable tourism.

Keynote speakers include:

Carlos Muñoz, Chief Commercial Officer and Deputy CEO of HBX Group, presented a comprehensive look at the evolution of the tourism ecosystem, the role of data, and opportunities for cross-sector collaboration.

Olivier Ponti, VP of Insights at ForwardKeys, presented recent studies on global tourism flows and shared predictions about the most dynamic markets for the coming years.

Javier Cabrerizo, Chief Strategy & Transformation Officer of HBX Group, addressed the impact of Generation Z on consumer habits and the demand for authentic, sustainable, and digital experiences.

Una O'Leary, Vice President of Global Partnerships at Virtuoso Travel, participated in a panel on the postmodern traveler, which explored the growing demand for regenerative tourism, digital detox, and purpose-driven travel.

Representatives from Visit Panama, Amazon Web Services, Morgan Stanley, Rappi, and others were also present, providing complementary perspectives from sectors such as technology, banking, logistics, and destinations.

Panama: A Meeting Point for Cultures and Business
The choice of Panama as the event's venue was no coincidence. Considered a strategic hub for Latin America, the country is consolidating its position as an attractive destination for MICE tourism (meetings, incentives, conferences, and exhibitions). Its air connectivity, cultural diversity, and first-class hotel offering position it as an ideal center for high-impact events.

Visit Panama is one of this year's major strategic partners, along with sponsors such as Minor Hotels, Disney Destinations, Experience Kissimmee, Rixos Hotels, and others, committed to building a more integrated, technologically-driven, and traveler-centric industry.

A legacy of collaboration that transcends borders.
Since its first edition in Brazil in 2009, the HBX Group MarketHub has brought together thousands of tourism professionals from around the world. More than just an event, it has become a benchmark for building partnerships, sharing learnings, and accelerating change within the sector.

The 2025 edition in Panama not only reaffirms this legacy but also proposes new paths for a future where collective intelligence, innovation, and sustainability will be key to connecting horizons and building a more resilient, humane, and transformative tourism landscape.

Source: MarketHub Americas.