Tourism is booming in Panama

The Panama Tourism Authority reported that in the first quarter of 2026, 999,934 visitors arrived in Panama, a 17.3% increase compared to the same period in 2025.

The almost 1 million visitors contributed two billion dollars to the national economy.

Gloria De León Zubieta, the head of the ATP, attributed this success to Panama’s strategic positioning as a hub for congresses, conventions, and international events.

Panama is set to host 86 confirmed events in 2026, expected to attract over 58,000 visitors. Events include the World of Coffee (WOC) and the ICCA World Congress. In 2026, Panama will also host surfing events in Playa Venao, bringing athletes from all over the world to surf in Panama. 

In 2026, PROMTUR Panama, a Destination Marketing Organization (DMO) dedicated to the international promotion and marketing of Tourism in Panama, will launch a microtargeting initiative to collaborate directly with international travel agencies and wholesalers. With over 2,500 agencies participating, this digital strategy has already brought in more than 14,000 additional passengers, boosting revenue by over 20% for the agencies involved. This focus extends to strategic markets like Colombia, Argentina, Costa Rica, Mexico, Spain, Germany, and France.

Panama also continues to build strong alliances with major industry players such as Copa Airlines, Expedia, Despegar, Hotelbeds, Air Europa, Aeromexico, Royal Caribbean, and eDreams. The Panama Stopover program by Copa Airlines led to a 37% rise in visitors by April 2026, surpassing 88,000 guests, positively impacting hotel occupancy.

It is not just Panama City that is growing; the Azuero Convention Center is proof that Panama is committed to decentralizing tourism and fostering economic growth in rural areas. The Convention Center, located in Chitré (Herrera Province), is a modern, 7,500-square-meter facility with a large amphitheater, a ballroom, and exhibition halls. The facility acts as a major hub for business meetings, conventions, and agricultural/cultural gatherings in the Azuero region. 

According to De León Zubieta, the essence of tourism lies in its collective ownership by the nation: “Tourism is a tool for economic and social transformation for the country. Every visitor who decides to stay in Panama generates employment, boosts businesses, strengthens communities, and opens opportunities for thousands of Panamanian families.”

Diego Andrade Murtinho, general manager of the Hyatt Regency Panama City, echoes this sentiment, emphasizing the dedication of the hospitality sector: “Panama offers city life, nature, culture, gastronomy, connectivity, and opportunities; but most importantly, it offers good people and a warm welcome.”

SOURCE: DestinoPanama