Tourism linked to congresses and events is gaining significant momentum, creating opportunities that—if properly directed—can drive sustainable tourism development. Panama is hosting a record number of congresses this year; to understand the next steps in elevating this tourism sector to the top of international rankings, we invited Javier Montilla, President of the Panamanian Association of Professionals in Congresses, Exhibitions, and Related Fields (APPCE) for the 2025–2027 term. A professional with over 30 years of experience organizing national and international events, he shares his vision exclusively with The Visitor-El Visitante regarding the role of MICE tourism in adding value to the Panamanian tourism experience.
Panama ranks seventh among preferred destinations in Latin America for congresses. What lessons can we learn from leading markets like Buenos Aires, which remains at the forefront?
“According to reports from the International Congress and Convention Association (ICCA), Buenos Aires maintains its lead in regional rankings thanks to a systematic, long-term vision. To consolidate Panama’s leadership and differentiate ourselves from competitors, we must focus our strategy on four pillars:
Key Destination Incentive (Tourist Medical Insurance): An extraordinary competitive advantage—driven by the Executive branch through the ATP and PROMTUR—is the reinstatement and inclusion of medical travel insurance for those arriving via Tocumen Airport.
Strengthening PROMTUR’s Association Leaders Program: The crucial step is to boost this program and provide it with more resources, offering technical, financial, and logistical support.
Training and Technical Professionalization of the Sector: The lesson from mature destinations is the continuous professionalization of local talent (Professional Congress Organizers or PCOs, audiovisual technicians, logistics experts, translators, and interpreters).
Integration of the “Bleisure” (Business + Leisure) Experience: Leading cities ensure that the academic agenda seamlessly complements nightlife, culture, and gastronomy, allowing visitors to enjoy the city safely and conveniently after their workday”.
How can we directly link the activities of the Panama Convention Center (PCC) with surrounding attractions, such as the Biomuseum, views of the Canal, and the offerings of the nearby islands?
“The Panama Convention Center’s location on the Amador Causeway is strategic, yet it requires connected infrastructure and logistics to leverage the surrounding area:
Delegate Pass and Tourism Corridor: Implement a delegate credential or digital wallet offering benefits, priority access, and special rates at the Biomuseum, Amador restaurants, and maritime operators serving Taboga or Las Perlas islands.
Maritime Connectivity (“Water Taxis”): Utilize the PCC’s waterfront by installing a dock for water taxis. This would provide a direct, scenic link between the convention center, Casco Antiguo, and nearby marinas, turning the commute itself into a tourist attraction”.
The recent opening of the Chitre Convention Center paves the way for regional development. What roadmap should be followed in the short, medium, and long term to unlock its potential?
“Decentralizing MICE infrastructure toward the central provinces requires a technical roadmap in which air connectivity plays a decisive role:
Short Term (Year 1) – National consolidation and strengthening air links: Focus on attracting local corporate events, agro-industrial trade shows, and destination weddings.
Medium Term (Years 2–3) – Routes, packaging, and complementary infrastructure: Create circuits that combine professional events with the authentic Azuero experience.
Long Term (Years 4–6) – Specialized international niche: Position Chitre within the international circuit for mid-scale congresses focused on sustainable agriculture, biodiversity, folklore, and rural sustainability”.
If the opportunity arose to develop a third convention center in the country, what concept would it feature, and where would it be located?
“I would strategically locate it in Boquete/Tierras Altas. The concept would be an eco-sustainable convention center focused on wellness. This proposal—which has been presented previously—would complement existing infrastructure: while the Panama Convention Center serves metropolitan and logistical needs and Chitre promotes tradition and agritourism, Chiriqui would offer a biophilic space with a cool climate, ideal for innovation and strategic thinking. It would focus on environmental summits, scientific biodiversity forums, C-level executive retreats, and high-tech gatherings. It would be supported by the area’s boutique hotel offerings, local gastronomy, the Geisha coffee experience, and the connectivity provided by the Enrique Malek International Airport in David.
To firmly establish destinations like Chitre or Boquete within the meetings industry, a local public-private-community partnership is required to align the strategy regarding services, experiences, and infrastructure”.
Photos courtesy: APPCE
