Panama’s tourism is experiencing one of its most crucial stages in history, and each actor in this industry is betting on Panama and its resurgence.
The Covid-19 Pandemic has allowed all unions to work together to shape the most direct route towards the recovery of tourism. Now the country has the opportunity to position itself on the tourist map making the most of its advantages as a destination.
The Tourism Master Plan is the Route
Jorge Garcia Icaza, President of the National Tourism Council (CNT) considers that the road map to be followed by the government and the industry is described in the Sustainable Tourism Master Plan approved by all the unions. Emphasizes the need to promote the country and improve the quality of tourism products so that they meet the expectations of Visitors. A work that the Panama Tourism Authority and PROMTUR carry out hand in hand with the leaders in the industry, especially CAMTUR, APATEL, Chamber of Commerce, ALAP, among others. Jorge Garcia emphasizes the development that must be carried out in the creation of new tourism products to continue differentiating ourselves and strengthen our leadership in the region. He also comments that the country will focus on non-mass tourism to attract markets from the United States, South America and Europe. As well as young people who are looking to experience nature, sports and history.
Teamwork to Achieve Goals
Time in confinement and new technologies have allowed people, groups and entities to be more in contact, knowing that life will not be as it was before the pandemic. Based on this, the tourist associations have been more in contact than ever, working together to be united in the face of the challenges being confronted. Jorge Garcia Icaza comments that now more than ever the industry is working together as they are from the CNT, ATP and Promtur with Camtur, Apatel, the Chamber of Commerce and many other unions in Capital City and also in the interior of the country.
These actions are helping tourism entrepreneurs to adapt as quickly as possible to changes. Garcia Icaza analyzes the situation, commenting that companies that have large debts with banks within the hotels, airlines, travel agencies and tour operators sectors are going through a difficult situation and it is challenging for them to enter this new stage. Of course, he emphasizes that these companies are doing their best to manage the situation and move forward. For the tourism expert, the great challenge that we must all work together is to help the economy to stay open, in order to start capitalizing tourists, as other countries in the region are already doing. Of course, taking into account that the first line for it to be achieved is for all Panamanians to unite in compliance with the protocols and recommendations of the Ministry of Health.
Promoting the Country Internationally is a Priority
When 85% of the annual tourist income comes from the visit of foreign tourists, the development and execution of a sustained promotion of Panama internationally becomes urgent. In this case, Jorge Garcia Icaza comments that PROMTUR hired the United States base company: Beautiful Star, with extensive experience in international promotion using state-of-the-art tools and social networks, in conjunction with a local agency that has the “know how” of Panama touristic products in depth. With these contracts, the aim is to develop the positioning of the country brand in key markets in a consistent manner beyond Governments. The President of the CNT is convinced that Promtur and its excellent team that has just been assembled will generate the promotional continuity that Panama needs, as Costa Rica, Colombia, Mexico, Puerto Rico, have already done to name a few.
Each Panamanian is Responsible for the Country to Come Out of this Crisis
The new curfew restrictions imposed by the government pose a great challenge to the entire economy, and especially to tourism. Pushing back schedules forces us to change our shopping, work and social interaction culture, thus affecting the economy and valuable jobs. Jorge Garcia Icaza thinks that until all Panamanians understand that if the pandemic is not controlled, it will continue to affect the economy, and especially tourism. The restrictions will continue to become more strict if the overall of society does not change its way of acting. He thinks that it is not convenient for anyone to reach that point but if necessary he hopes that the authorities will be more selective and focus on restrictions where there is more contagion and at the same time continue to educate the population on the implementation of bio security protocols.
