Panama is not for tourists, according to Panama’s tourism authority. If you had to read that twice, we understand. How could it be possible that Panama’s official agency of tourism wants to convince you of something that seems so counterproductive to their goal? Well, if you check out their latest ad campaign you’ll understand why. Panama isn’t trying to discourage tourism. In fact, they’re doing the opposite. Rather that promote Panama as just another stop on the list, they want to attract adventurers. They want Panama to represent a dynamic destination that goes far beyond the all-inclusive hotels, souvenir shops, and photo ops. In a bold move, Panama is encouraging a new type of traveler; one that will hopefully bring tourism numbers booming back.
What is Panama promoting for the “non-tourist” adventurer?
Just to be clear, Panama has been after the so-called “adventure tourist” market for years. Due to its geography, Panama has one of the most eco-diverse landscapes in all of the Americas, and it’s easily accessible from the capital. This has fueled tourism that revolves around surfing, hiking, nature retreats, mountain retreats, jungle expeditions, and island expeditions. With their new campaign, the ATP (Panama Tourism Authority) is hoping to capitalize on this trend by putting it front and center as the main draw for Panama. It’s a risk, but one the organization feels is worth taking, in order to separate Panama from the dozens of other similar travel options in the Caribbean and Central America.
The ATP’s new ad campaign was done by an American agency called VML, and (for now) consists of 9, 15-second ads. Each ad is meant to show a different side of Panama from what a traditional tourism campaign would be, even poking fun at other places like Cancun and Mt. Everest (clearly dry, sarcastic humor there). They really want to get away from the glitz and glamour of Panama City’s elegant hotels, Casinos, and shopping, as well as the country’s highly popular luxury beach resorts and hotel chains. This is, however, a risk in the sense that it assumes that the luxury market is strong enough to fend for itself, and that the ATP can bill Panama publicly as a “non-tourist”, adventure-friendly location.
Look for Neighborhoods That Fit Your Lifestyle:
When looking at homes, you may find the perfect one at the perfect price, but not in the perfect place. Panama has a diverse set of communities made up of expats and locals, and each has its own flavor and its own pace. Talk to people who have similar tastes, ask locals what they think, do research about (if applicable to you) schools, hospitals, transportation access, crime, noise, etc. Panama is known for its laid-back lifestyle, but it can also be very energetic and hectic if you’re in certain areas as well. Your neighborhood is as important as your property, so take your time, ask a lot of questions, and explore as much as you can.
Panama’s tourism needs a boost, fast
Despite still having decent tourism numbers for a Central American country, Panama’s overall tourist dollars have dropped in the past 3 years. Many in the tourism industry blame this directly on the ATP, and increased business regulation from the government. While it’s hard to objectively point the finger at one source, the fact that tourism has been in a bit of a slump is still a cause for concern. Panama is going for a radical shift in how they look at tourism, and how they address current trends in the market and capitalize on them. Whether it works or not is up for debate.
If Panama can capitalize on attracting a more diverse group of tourists, tourism dollars should inevitably rise accordingly. However, if this new campaign drives away traditional tourists in the process, there may be a 0-sum gain. The fine line is now trying to walk between keeping traditional tourists while drawing in a new crowd, and promoting Panama as a place where everyone is welcome, and everyone can find what they’re looking for.
