Panamanian tourism in 2025 is in full evolution, a process that also occurs with the authorities that are in charge of managing this Panamanian industry so that it can achieve the place it deserves. For this reason, our special guest is the Minister of Panama Tourism Authority Gloria De Leon, a professional with more than 25 years working in marketing and human resources management who has just completed her first six months in the position. Graduated from Universidad Santa Maria la Antigua and INCAE, she has a long history in organizing events and on this occasion, she takes time exclusively with The Visitor – El Visitante to talk about the challenges and opportunities that Panamanian tourism has in its path to development.
What have been the first challenges to face in your position within the Panama Tourism Authority?
“Within the first 6 months, I must say that one of the challenges was settling the accounts that had to be paid from previous years, some even more than 8 years old. We made a lot of progress but there are still some left.
Another challenge was the reformulation of the ATP-BID loan, it seemed impossible but we achieved it. To develop strategic projects to strengthen cities with tourist vocation, in addition to the revitalization of Colon City, the rehabilitation of two churches in the Casco Antiguo to promote religious tourism, the modernization of Atlapa Convention Center and the equipment for the Convention Center in Chitre, as well as improvements at the San Carlos Turicentro. These initiatives seek to diversify the tourism offer, decentralize opportunities, generate local employment and consolidate Panama as a sustainable and competitive destination”.
What are the new strengths that the country has developed in tourism and the weaknesses that still need to be worked on?
“There is always room for improvement, but in Panama we are very self-critical with what we have, we always see the glass half empty, when in truth it is more than half full. We compare ourselves with other countries when we have a better geographical position, better weather, better connectivity, better environmental resources. I think our biggest weakness is our self-esteem, not believing in everything we are as a country and as people. That gives us a disadvantage in any destiny”.
What actions are being taken to reinforce the high season and what is planned to continue attracting domestic and international tourism to the interior during the low season?
“With the international tourism promotion fund, Panama has not stopped promoting Panama as a destination. That is the reason why PROMTUR was created: to not stop promotion throughout time. All the main national destinations are within this promotion.
In 2024, together with COPA, we relaunched the StopOver Program, giving it added values and working together with private companies, expanding alliances with hotels, restaurants, local attractions, offering tourists irresistible discounts and personalized experiences to enrich their visit to our country.
We are also super focused on conference and convention tourism, we have so far 44 international events by 2025, which will host around 24,000 international visitors and generate an estimated economic impact of $515.8 million dollars.
Tourism is built little by little, what is invested now is what will be seen in about 6 or 8 months, so I am sure that we will see the results of the investments made this year.
For domestic tourism, we will have a campaign to promote the interior by putting together packages with promotions for the low season. For this we are working with the tourism chambers of the different destinations”.
How are the progress in projects related to tourist destinations such as Tierras Altas, Bocas del Toro, Pedasi and Taboga?
“I must say that the loan had only 8% executed when we received it, instead of being at 65%, which was what the initial schedule showed. For this administration, finishing these projects is key. This is why the Tourism Authority promoted the reformulation of the ATP-IDB loan to develop strategic projects to strengthen and develop cities with a tourist vocation”.
What steps are being taken to strengthen the country’s positioning as a regional events center?
“We are working with tour operators, associations and embassies. Panama is part of ICCA (INTERNATIONAL CONGRESS AND CONVENTION ASSOCIATION), one of the largest organizations that brings together different associations and countries to promote congresses and conventions in different destinations. It is a positioning in the one we are working on.
Together with PROMTUR, we have created an incentive table where we offer the convention Center for free if more than 2 thousand hotel nights are generated, the table goes according to the number of nights. This definitely positions us and gives us a competitive advantage over other destinations that promote the same area.
I have to highlight, that congresses have to be taken with 1 or 2 years in advance, so we should begin to see the results at the end of this year and starting 2026”.
Photos courtesy: ATP
