Panamanian tourism has been experiencing sustained growth, and in 2026 enters a new phase where every step forward must be taken with a comprehensive national brand vision, accompanied by strategic planning, innovative experiences, and coherent actions. Achieving this requires a team of people with the will and discipline to do so, perfect reasons to have Sara Pardo, the new President of the National Tourism Council of Panama and Vice President of the Sheraton Grand Panama and Aloft Panama, as our Special Guest. A respected leader with extensive experience in the tourism and trade association sectors, having served several terms as President of the Panamanian Hotel Association, she shares her discipline, strategic vision, and unwavering will with The Visitor – El Visitante, where she analyzes how Panama can work together for the country’s tourism development.
Now that you have been selected as President of the National Tourism Council, what are your objectives within the council?
“My main objective will be to unite efforts and build consensus so that tourism is consolidated as a true state policy. These agreements will create equitable experiences for tourists during their visit. This means starting with training in all sectors so that tourists receive the same treatment and experience, ensuring they leave with a genuine belief in Panama. This will be our greatest legacy.”
How can we compare the tourism Panama offered before the pandemic to what it offers today?
” Before the pandemic, Panama was a leading destination thanks to its Canal and was very well positioned for business tourism. Today, we are seeing significant growth in leisure tourism, cultural experiences, and nature tourism; a strong return of cruise tourism; the consolidation of transit tourism with programs like “Panama Stop Over”; and a greater presence in the meetings and events industry.
Today, Panama has not only recovered its pre-pandemic tourism levels but has also evolved towards more diverse and competitive models. Before the pandemic, we were very focused on the corporate and meetings business, and we hadn’t really developed experiences for visitors. Since the implementation of biosecurity measures, we’ve focused on providing better service, changing the types of amenities and services we offer. Perhaps what we haven’t achieved is a consistent narrative, because a tourist might arrive and have a different experience at a hotel than they would have with the transportation company or with the tour guide, when we should have protocols in place to ensure consistency across the board.
Countries in the region are creating new experiences to attract more tourists. What Panamá can do to advance on this vital issue and help reposition the country in the tourism sector?
“Panama must prepare to compete by creating authentic and differentiated tourism experiences. This implies organizing the offerings, integrating communities, raising the quality of service, innovating with technology, and guaranteeing clear rules for all stakeholders. If we can ensure that each visitor has a unique and well-structured experience, Panama will be able to compete and be a leader in the region. In the last year, we have seen a very positive change in terms of demand growth, especially for congresses and conventions. We see 2026 as much more attractive, with significant growth and much greater demand, and we are definitely betting that this will help us, that even people who come in groups, for congresses and conventions, will return to Panama with their families.”
Panama needs to develop and promote its tourism based on a single, overarching idea that authentically showcases what makes us unique. How can Panama create a process that enables this?
“We need to organize, structure, and better communicate what we already have, transforming it into unique experiences. If we can allow visitors to experience multiple worlds in a single trip, Panama becomes an unparalleled destination in the region. Panama doesn’t need to compete by copying other countries. Visitors can come here, experience the culture, nature, a modern city, and world-class cuisine. On a short trip, tourists can have all the options, because in Panama, distances are short, allowing them to enjoy a diverse range of experiences—something other countries simply don’t offer.”
How can hotel leaders work with tour guides and other sectors, such as tour operators, to create processes that improve the tourist experience in Panama?
“I firmly believe that hoteliers, tour guides, and tour operators must stop working in isolation and begin operating together to create a single, unified experience for the visitor. I consider joint training essential so that all stakeholders speak the same language, tell the same story, and raise our level of service.”
How would you like to see Panamanian tourism in 10 years?
“In 10 years, I would like to see Panama as a complete, sustainable, modern, safe, and culturally rich tourist destination, where visitors fly back with unforgettable memories and where the tourism industry is a key driver of the country’s economic development, inclusive for all Panamanians.”
