Any tourism industry, in order to develop and grow, requires adequate promotion, both locally and internationally. To achieve this, close collaboration between different private and government organizations and institutions is crucial. For this reason, our Special Guest is the President of the Panamanian Association of Travel and Tourism Agencies (APAVIT), a professional who has led one of the most important Panamanian travel agencies in the country, allowing her to develop a global vision of tourism and the need to work closely with tourism management authorities. Annie Saldaña Marin took valuable time to exclusively share her analysis on local tourism and what needs to be developed for the country to reach the position it deserves on the international tourism map.
How is Panamanian tourism currently doing in today’s complex environment, and what challenges do we face in achieving real development?
“Panamanian tourism currently faces a somewhat complex scenario due to various global and local factors; however, it has made significant progress and has shown notable growth in recent years.
According to data from Panama Tourism Authority, the tourism industry contributes approximately to 10% of Panama’s gross domestic product and generates approximately 40,000 direct jobs and 100,000 indirect jobs, with tourism considered a pillar of the country’s economic development.
Foreign Exchange Income recorded from January to March 2025 was $1,708.8 million dollars (excluding international transportation), compared to $1,601.6 million dollars in 2024, or approximately $107.2 million dollars more than the previous year. This represents a growth rate of 6.7% compared to its counterpart in 2024. The average stay of a visitor in Panama is approximately 8 days, and they spend an average of $2,001.00 dollars per stay, and an average of $250.00 dollars per day.*
With all the potential to develop our tourism it is essential to invest in infrastructure, diversification of our experiences, international promotion and to ensure sustainable practices that protect our resources and culture.
What are the three most sought-after or requested tourist experiences in Panama?
“In Panama, we welcome a diverse range of tourists, each with different interests and motivations, including adventure, cultural, business, ecological, beach and gastronomy are always a must.
The most sought-after experiences include exploring the Panama Canal, an engineering marvel; enjoying a visit to the locks and boat tours;
The paradisiacal beaches of Bocas del Toro and Guna Yala, offering nature, stunning landscapes, and biodiversity.
Ecotourism has sparked great interest in recent years, allowing for unique and valuable experiences, such as hiking and birdwatching.
We can’t leave out other highly sought-after experiences of great importance to our tourism, such as experiencing the culture and history of Panama City in the Old Town, learning about indigenous traditions, ecotourism in Boquete, and beaches in Pedasí, to name a few.”
Which sector or destination in Panama would you like to see further tourism development, given that you have detected growing demand or interest from tourists? And what are these attributes? "Although Panama has many booming destinations, some that have sparked significant interest and should be strengthened and further developed are: rural tourism and indigenous communities, which offer unique and authentic experiences to travelers, allowing them to experience and connect with local traditions and ways of life. Likewise, we have agro-ecological tourism in the Province of Chiriquí; the development of coffee tourism in Boquete; and hiking, offering a variety of tourist offerings due to its climate, nature, and adventure. The Azuero Peninsula, with its rich culture and traditions, as well as its beautiful beaches. Our small but beautiful country has countless beautiful places that require the support of both the state and private companies to achieve tourism development and diversify our tourism offerings." How can travel and tourism agencies help generate new tourist experiences that will attract more tourists? "Travel agencies and tour operators facilitate travel planning and booking, in addition to offering expert advice and, above all, personalized service. As intermediaries between tourism service providers and travelers, they are responsible for providing other services such as transportation, accommodation, excursions, gastronomic experiences, and so on, and in doing so, they also contribute to the economic growth of the destination.
Travel agencies remain at the forefront and contribute to the creation of new experiences by innovating in tour packages with unique experiences highlighting the best of Panama. Through the use of technology and digital marketing, they create content about the country’s tourism offerings and experiences, attracting potential tourists. They personalize experiences based on each person’s needs and tastes, creating tailored itineraries.
The participation of travel agencies and tour operators in international and local fairs and conventions helps position Panama in key markets and updates them on trends and best practices that are being implemented in other places.
The members of the Panamanian Association of Travel and Tourism Agencies (APAVIT) place great emphasis on training and development so that advisors can offer exceptional service, adapting and evolving with new market trends, as they play a fundamental role in the growth of the sector. The association promotes training programs for travel agents and tour operators to improve service quality and competitiveness.”
What do we need to become one of the most visited destinations in Latin America?
“To make Panama one of the most visited destinations, there are some aspects that need to be strengthened and continued to be worked on: Infrastructure and connectivity. While it is true that we have one of the most important airports in the region, we need to improve internal connectivity to offer tourists better service.
Diversify the tourism experiences. We must promote other tourist attractions, such as rural tourism, adventure, cultural, and events tourism, among others, to attract other types of tourists. We must promote responsible and sustainable tourism.
Country Brand Strategy. We must continue to consolidate and strengthen the country brand internationally and nationally with aggressive and creative campaigns promoting the unique experiences that Panama offers.
Professionalize and train the sector. Training all tourism stakeholders is of utmost importance so that the service offered is exceptional, especially to create a positive impression on the tourism industry.
Understand that there are underserved sectors, such as people with disabilities and older adults, and adapt the tourism offering to this sector.
Investment incentives. These incentives motivate new projects in different areas of the country.
Promote events, conferences, fairs, and cultural festivals. Organize and promote events that showcase the country’s cultural and natural wealth.
It is time to boost our tourism. With everyone’s efforts, every step, every initiative toward a more competitive, sustainable, and first-class tourism brings us closer to making our beloved Panama shine on the international stage.
The future is promising, and we are more than proud to share the beauty and diversity of our country with the world.”
*Data from Panama Tourism Authority
