Last September, PROMTUR, and ATP (the Authority of Tourism of Panama) launched the new tourism brand, “Live for More.” The new brand is based on Panama´s master plan for sustainable tourism. It hopes to inspire motivated travellers to have a positive impact on the destination.

Panama´s radiant culture, rich history, and biodiversity all serve as an inspiration for the new brand. “Live for More,” places the Panamanian people at the center, and aims to connect conscious travelers with the country´s cultural roots. The campaign strives to reach conscious travelers of medium or medium-high socio-economic levels who are concerned about leaving a legacy in the place they visit.

Sustainable Tourism Master Plan

The five-year sustainable tourism master plan invites tourists to learn more about Panama while at the same time protecting the country´s natural and historical resources. Panama has many peculiarities. These include a capital that is surrounded by a unique neotropical forest and a rich heritage. The new brand will promote established routes. Among them is the green route where the visitor can learn about all the biodiversity and paradisiacal beaches. The cultural heritage route is the result of the fusion of nationalities and ethnic groups, including seven indigenous people that coexist.

The Master Plan will focus on tourism from 9 countries over the next five years. These include the United States (15 cities have direct non-stop flights to Panama), Brazil, Spain, France, Germany, and lastly Costa Rica, Colombia, Canada, and Argentina.

Panama as a MICE destination 

Since the start of the year, Panama has been actively seeking to attract international events promoting the country as the ideal MICE destination for meetings, conventions, and incentives. Panama´s presence at FIEXPO over the next three years and its financial incentive program aims to draw in more international events over the next years. This project goes hand in hand with the sustainable tourism master plan and hopes to promote incentive travel that is centered around sustainability.

Learn more about Panama here.