For more than a decade, tourism has grown in importance nationwide as never before in its history, an area that has a multiplier effect in all social and economic areas. However, the pandemic has reduced this vital segment for the country to its minimum expression. For that reason, it is clear that many companies in Panama are not generating the expected economic wealth or well below what they normally generated before the pandemic.
Transversal Activity
Elisa Suárez de Gómez, President of APEDE, knows that for the organization she represents and the country in general, tourism is a transversal economic activity that is link to other activities such as transportation, logistics, food production, handicrafts, culture, events, translators. In addition to generating between 11% and 14% of the Gross Domestic Product (GDP), creating a direct impact on families and households, since 62% of the 130,000 people who work directly and indirectly in this industry are women. Likewise, it raises the quality of life of communities, especially the poorest ones, since the level of security and infrastructure are the basis for promoting a place as an attractive destination.
Rapid Economic Recovery Will Depend on Tourism
The brief analysis yields a convincing result: the Panamanian economy cannot be revived without the support of tourism. This thought is supported by Elisa Suárez de Goméz, who thinks that having almost all the economic activities of the country linked to this activity, needs a quick reopening, without uncertainties and under Bio-Security parameters, so again, it can be the engine that wakes up the country from the economic lethargy in which it finds itself. An issue that even before the Covid most of the population was not aire of, but which is currently reinforced by observing the slow economic flow during the gradual reopening of the country in the new normality.
Action Plans
Every situation requires a solution, and although there is nothing set in stone about those that fully work to restart the economy, the President of APEDE provides a clear opinion by stating that economic support is vital for all tourism companies, where they can receive a moratorium on taxes and the elimination of the 7% on income for receptive tourism, among other measures.
She adds that at this stage human resources training is key to keeping enthusiasm and ideas aligned with the new reality. Elisa Suárez de Gómez believes that it is time to implement a plan for rapid construction of infrastructure in tourist areas that are pending, as well as fixing streets and avenues. Of course, applying transparency in each public execution.
Reactivation of Our Self Esteem
Apart from these action plans, there are other projects that would help not only maximize the Visitor experience, but also to improve the self-esteem of the citizens. Elisa de Gómez, aligns herself with the idea of a garbage management plan, accompanied by an awareness campaign for Panamanians to regain their pride for their country and take care of it even more, actions that ensure tourism growth and citizen awareness. Likewise, all these previously mentioned efforts can only survive in time with an international marketing plan that increases the morale of the citizen and can create deep connections with tourists located in the most important international markets for Panama. Of course, it has to be measurable, achievable and effective. A campaign that will attract important international alliances with large marketing channels that support the promotion of Panama as a destination.
Rescuing the country to continue walking is vital, but only by saving this key economic sector will be faster and a recovery be achieved for all.
