The Country Brand to Promote Tourism and Investment Abroad; ‘Panama Host of the World’.

Panama launched a $6.5 million nation branding initiative to elevate its global reputation and attract international tourism, talent, and foreign investment.

Campaign Overview

• Budget: The two-year rollout plan is backed by a $6.5 million investment.

• Leadership: Promtur, the official destination marketing organization, leads the project with strong government backing.

• Goal: The campaign aims to reshape how the world sees Panama as a hub for business and travel.

Key Focus Areas

• Tourism Growth: Panama builds on its sustainable tourism master plan, which highlights cultural, green, and blue heritage.

• Business Appeal: The country positions itself as a top regional choice for multinational headquarters and global connectivity.

• Global Events: Major international gatherings, such as world-scale coffee and trade events, showcase local products like Geisha coffee to boost trade.

The Mulinos and Tourism Administrator Gloria De León.

With the aim of attracting more than 3.5 million international visitors and achieving an economic impact exceeding the $6.5 billion generated in 2025, Panama begins a new stage by presenting its country brand.  The seal: Panama host of the world, with which the country will be internationally recognized, is presented by the National Tourism Promotion Fund (Promtur) and the Panama Tourism Authority from the Panama Convention Center, in an event where the country’s culture, nature and attractions were the focus of the message.  The presentation of “Panama, host of the world” took place at the Panama Convention Center, in an atmosphere that combined entertainment, music and elements of national identity. 

Tourism Administrator Gloria De León.

The event began with a show that brought to the stage different facets of the country: its role as a logistics, financial, air and service hub, as well as its natural, cultural and gastronomic wealth, folklore and sports, including surfing.  The diversity of people and cultures that coexist in Panama was also showcased, reflecting the country as a melting pot of races.  The staging sought to showcase Panama beyond its tourist attractions and present the various activities that are part of its identity and international projection. 

Air connectivity, logistics, services, nature, culture, and the talent of those who live in the country were integrated into a single narrative before reaching the central moment of the day: the unveiling of the new country brand “Panama, host of the world”.  One of the most striking moments was a simulation of an international television news broadcast, which presented the launch of the new country brand as breaking news. The presentation recreated international coverage to explain that Panama now has a new identity with which it seeks to project itself both domestically and internationally, strengthening its position with tourists, investors, and visitors from various markets.

Journalists Alejandra Oraa and Edwin Pitti presented a news report during the event, interviewing tourism administrator Gloria De León and Panama’s vice-chancellor, Carlos Arturo Hoyos.

The general administrator of the Panama Tourism Authority, Gloria De León, emphasized that the country brand seeks to represent the country as a whole and not just the tourism sector.  “A country brand isn’t about what others say we are; it’s about who we truly are as Panamanians,” she stated. She also maintained that the initiative will allow the public and private sectors to speak with one voice and that this unity can help strengthen trust and facilitate the attraction of investment.  De León explained that building the brand took about a year and a half of market research, both national and international, as well as focus groups and other analyses.  She revealed that the investment has been approximately $6 million, including monitoring, implementation, market research, media advertising, and legal advice.  The minister stressed that the launch is just the beginning of a long-term process and suggested that the National Assembly should have a role in its permanence through a law.  During the presentation, the President of the Republic, José Raúl Mulino, announced that they will propose a bill to ensure the country brand has permanence and continuity despite the change in government administration.  

The country brand will be showcased in Tocumen and other strategic locations.

Carlos Arturo Hoyos, Panama’s Vice Minister of Foreign Affairs, highlighted that the new country brand is the result of a participatory process that involved the private sector, civil society, Panamanian citizens, and people abroad to build an identity that represents the perception and values ​​of the country.  “We feel that it is a brand that represents the identity of Panamanians,” he stated during the presentation.  Hoyos noted that the concept of “host of the world” seeks to reinforce Panama’s image as an open, connected country with the ability to attract opportunities. 

Carlos Arturo Hoyos, Panama’s Vice Minister of Foreign Affairs.

He explained that the strategy will be based on five pillars: investment, exports, tourism, culture and sustainability, with the goal of projecting the country internationally and strengthening its global positioning.  He highlighted that the country is already home to more than 190 multinational companies, in addition to foreign investments, and will continue to enhance its appeal as an international business center, financial hub , and tourist destination, now under a single brand that will be promoted internationally.