Our special guest is Chairman of the Board of Directors of PROMTUR Panama, in this interview he tells us about the advances and strategic alliances that have been materializing in this 2020 period, in a year where the tourism sector has been one of the most affected worldwide because of the health emergency. Fernando Duque offers us an encouraging glimpse for 2021, where Panama will be promoted as a destination for large-scale international events, its advantage as a Hub destination and how they are working to position Panama as a world-class, safe and reliable destination.
What strategies and alliances have you achieved this year to promote Panama as an attractive and biosecure destination? Have they sought consensus with local tourist associations?
“Among the strategies we work are: The collaboration with Panama Tourism Authority (ATP) and the industry associations in the development of the Biosafety Plan for Tourist Activities approved by the Ministry of Health and the Ministry of Labor and Job Development . The activation of our international promotion campaign “Discovered by Nature” on multiple digital channels and through social networks. We are positioning Panama as a tourist destination, reaching in September a total of 398 million impressions in 60 articles at an international level such as: Conde Nasttraveler, Forbes, Travel and Leisure, and Microsoft News, and 3,500 travel agents have been trained around the world. We have managed to establish strategic alliances with international wholesalers in main target markets such as: Maxitravel, Lufthansa City Center and Hotelbeds; We closed 2019 with113,000 room nights in 2019 and by 2021, we expect to increase that number by 30%. On the other hand, participation in international fairs hand in hand with the private sector, coordinating content, appointments and business meetings, to promote our destination in different tourist segments such as leisure trips, congresses and conventions, investments and cruises. We also selected a New York-based sales representative agency with more than 35 years of experience for the promotion of Panama in the vacation, meetings and business events segment for target markets in the United States and Canada.
What are the most promising local tourism products to market internationally and which ones need more support and investment? Are they aligned with the Strategic Tourism Plan?
“Taking into consideration the Master Plan for Sustainable Tourism, Panama has 4 main pillars to highlight at the international level: Cultural Heritage (multiculturalism) – Green Heritage (30% of protected areas) – Blue Heritage, (more than 3,000 kms of coastline in the Caribbean and the Pacific) and UNESCO Certified Heritage.
In a recent study of perception and health of the Panama brand as a tourist destination, the active nature product was highlighted, also aligned with the Master Plan for Sustainable Tourism 2020-2025 (PTMS). In addition, the modern city, with places like Old Town and Panamanian gastronomy ”.
What is the profile of the future tourist to visit Panama? (Age, origin)
“Many tourists will prefer to take short trips. In one of the first studies we have carried out, it revealed that the tourists most likely to visit us in the near future will be neighboring countries, such as Colombia. In relation to destinations in South America, tourists from Brazil and Argentina, while from the United States, tourists from the Southeast of the country. On the other hand, in Europe, tourists from Spain showed the highest probability of visiting. In the same study, it is revealed that the majority of visitors from Colombia are married with children, while those from Costa Rica are younger, under 35 years of age ”.
What events will PROMTUR be participating in nationally and internationally in 2021?
“This year in November from 9 to 11, WTM VIRTUAL (Leisure), from 25 to 27 FIEXPO VIRTUAL (MICE), in December at IBTM WORLD- Barcelona (MICE). For 2021 some events to participate: ITB Berlin – Germany (Leisure) from March 10 to 14, EXPOTUR – Costa Rica (Leisure) May 14 to 15, FITUR – Madrid (Leisure) from May 19 to 23, among others.
We also highlight the participation of PROMTUR Panama for the application of the destination in international events, confirming Panama was confirmed in 2021 as host of the Medical Students World Congress; The Hotel & Tourism Investment Conference (SAHIC); and the AR Adventure Race, a sports event to be held in the Baru Volcano and finishing in Pedasi. There will be 600 competitors, technical team and international press with a duration of 11 days ”.
In which areas will PROMTUR invest the most by 2021?
“We will continue to expose our marketing strategy mainly at the digital level, to position Panama in the” top of mind “of our target tourist. On the other hand, we will continue to strengthen the plans and incentives to attract events to our country that will generate an impact on the chain value. One the tourist segments with the greatest economic impact will be conferences, congresses and meetings (MICE), the alliance with the Destinations International Organization has already begun, with great scope in the international events sector.
What strengths would Panama use to compete with other countries in the Region in terms of tourism promotion?
“The conservation and research of our heritage and cultural route is key. Uniting conservation, research and tourism is a differentiator. In addition, we have more than 550 thousand square feet of meeting spaces in Panama City, 20,000 rooms, the new Amador Convention Center, great flight connectivity and a dollarized economy ”.
In how long do you estimate that Panama will receive the same number of tourists prior to the pandemic? What percentage from October to December and first semester 2021?
“According to numbers from the World Tourism Organization (UNWTO), in some destinations as of the fourth quarter of this year, while globally it is estimated that it will gradually increase in 2021. It is expected that to reach the levels of pre-pandemic growth, destinations could take 3 to 4 years.
In this recovery, the public health measures adopted in each country and in particular those of our main emitting destinations have a great influence. Therefore, we must be flexible and adjust projections and strategies continuously ”.
