PROMTUR Panama presents activation called "Café con Aires Panameños"

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PROMTUR Panama presents activation called "Café con Aires Panameños"
Tue April 20, 2021

It is aimed at tourists from international markets, lovers of culture, gastronomy, natural and sustainable environments

The promotion of the destination has not stopped. Since December 2020 we have been active in the Discovered by Nature campaign, which is also supported by periodic activations to amplify it and stay present in the top of mind of travelers. Each of these actions balance the knowledge needs of the destination in the short, medium and long term with programs that align with the objectives of each phase.

The pandemic and confinement have forced many people to opt for open environments that allow them to connect with nature and, in this sense, we are taking advantage of the diversity of natural ecosystems in Panama to empower the country as an ideal and safe destination for the profile of the tourist we want to attract, the conscious traveler.

With this in mind, in 2021 we continue to promote the three heritage axes of the ATP Sustainable Tourism Master Plan, through activations such as "Discover your Panama" and "Coffee with Panamanian airs", the latter of international public relations, taking advantage of the coffee harvest season.

The activation seeks to highlight the tourist experience of our country, using specialty coffee as a hook, through the following public relations actions focused on Adventure, Nature, Sustainability and Culture:

  • Creation of a specialized microsite that includes the farms that are part of the Coffee Circuit for digital promotion:
  • Virtual coffee tasting and round table with international press
  • Press trip during the La Cosecha event
  • Content for social networks of the website and production of "live" s with influencers from target markets
  • Press kit for international media
  • Production of content that will be promoted in the destination's own channels and paid media from May

The work is part of the Strategic Marketing Plan 2021, focused on staying present in our target markets, despite the challenges posed by the pandemic:

In the short term: Through activations such as Café con Aires Panameños and the recent virtual activation Discover your Panama, we are present in our key markets permanently and actively, presenting the tourist offer of the destination so that potential visitors choose to travel to Panama.

In the medium term: We contribute to generating demand for the destination, through alliances and cooperation agreements with airlines, wholesalers and online travel agencies (OTAs) that drive the entry of tourists to the country. It should be noted that the DMO already has the approval of cooperation agreements with American Airlines, COPA, Expedia, E-Dreams, Globalia, KLM, Smithsonian Institute, Lufthansa City Center, MaxiTravel and Hotelbeds. The latter is committed to bringing a minimum of 32,000 visitors to Panama during the year 2021, with an estimated economic benefit of $ 20 million dollars. At the end of March

Long-term: To position Panama as a world-class sustainable vacation destination, at PROMTUR Panama we are developing the new tourism brand for Panama, creating an attractive brand that has an emotional connection with residents and tourists.

The close collaboration of the public and private sector, together with a greater knowledge of our source markets, thanks to the increase in market intelligence, benefits the promotion of the destination with informed and reliable decisions.

The unity of the industry is important to achieve the goals proposed in the short, medium and long term, so from PROMTUR Panama we highlight the collaboration of all actors to face the challenges posed by the pandemic, and we apply the marketing methodology , "Conversion funnel" making Panama known, continuing with the consideration and planning stage, until the conversion or sale.


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