Panama launches Discovered by Nature campaign

The International Tourism Promotion Fund (Promtur) will expand the dissemination of the digital campaign “Discovered by Nature” to publicize the natural, historical and cultural attractions of Panama.

Since its launch last year, the campaign has focused on the United States and Canada, but now it will also be viewed in Brazil, Costa Rica, Colombia and Argentina, markets that in the past have brought a significant flow of visitors to the country.

Fernando Fondevila, CEO of Promtur, said that the campaign will be activated from February 16 to March 15, and explained that in addition to digital content, they will use influencers who will become ambassadors for the country brand.
Since its launch last year, the campaign has focused on the United States and Canada, but now it will also be viewed by clients in Brazil, Costa Rica, Colombia, and Argentina, markets that in the past have brought a significant flow of visitors to the country.

Fondevila,  said that the campaign will be activated from February 16 to March 15, and explained that in addition to digital content, at this stage they will use influencers who will become ambassadors for the country brand.

Funds cut

$6.8 million will be Promtur’s budget for 2020 after the Panama Tourism Authority  (ATP)announced that it does not have the funds to meet the $20 million annually that it must transfer to the entity.

The ATP said that the Fund has capital that was not used in the past and that together with the contributions of 2021 they add up to $44 million.

Fondevila participated in the forum “Let’s save tourism”, organized by the Chiriquí Chamber of Tourism, where he explained that at the end of 2020 the “Panama Discovered By Nature” campaign achieved more than 25 million impressions on social networks and reached two million potential visitors.

.