Gloria de León, director of the Panama Tourism Authority (ATP), He highlighted the impact generated by the Youth Awards by reporting an audience of more than 50 million people through digital platformsin addition to having promoted the creation of approximately 2,500 local jobs.
De León explained that this international visibility, achieved through Univisión, is part of a broad strategy to strengthen the Panama country brand as a tourist, cultural and investment destination. In the coming months, the country will house international congresses and events that are estimated to generate an economic impact greater than US $ 10 million, along with promotional actions such as discount coupons for visitors and travel insurance to reinforce confidence in destination.
Although he acknowledges that Panama has more limited resources for promotion compared to neighboring countries such as Costa Rica, he emphasized the focus on investments with effective return. Until July, the country received more than 1.7 million foreign visitors, with foreign exchange revenues that exceeded US $ 3.8 billion.
According to De León, the Youth Awards served as a starting point to consolidate the country brand strategy. He pointed out that Panama has good air connectivity, through alliances with airlines such as Aeromexico, Air Europa and Cup, and agreements with platforms such as Expedia, HotelBeds and take off to promote digitally. The combination of these efforts seeks to transform visibility in real sales of tickets, hotel reserves and arrival of tourists.
For the coming months, Panama will host large -scale events such as the First Global Challenge (World Robotics), an UN event and the Prisma Cultural Festival, with the participation of several countries. It is estimated that these events will gather around 2,500 people for approximately 12 days each, with a tourist impact close to US $ 10 million. The strategy is to attract visitors so that when they arrive in the country they not only meet the event, but also discover what Panama offers to extend their stay or return with their families.
The Annual Budget for Tourism Promotion of Panama amounts to 20 million dollars, a figure that, although it is lower than that of competitors, Costa Rica allocates between 35 and 50 million, Puerto Rico up to 80 million, it is aimed at achieving concrete conversion into visitors. Until July, the number of tourists rose 4 % compared to the previous year and tourist expenditure grew 8 %.
De León also announced that the objective is that by 2029 the regions of the interior of the country have as much tourist relevance as the capital city. Currently, hotels from various areas already have spaces for small meetings and work to enable the Azuero Convention Center to house larger -scale congresses.
In the city, initiatives such as the implementation of a pedestrian helmet have attracted public, although they generate concern among residents. The ATP is in coordination with municipal authorities and the Ministry of Culture to address issues such as cleaning and management of sustainably.
Likewise, Panama will launch a coupon program of up to US $ 500 for tourists who remain more than three nights. These discounts will be valid in affiliated shops, hotels, restaurants, stores, and are part of a public-private strategy to encourage internal consumption.
Finally, it is expected that by the end of the year a tourist insurance enters into operation. Although the process has faced challenges between insurers, De León considers that this product will be key to raising the perception of security and competitiveness against destinations such as Costa Rica, Dominican Republic or the United States.
