At the Panama Convention Center on Thursday night, President José Raúl Mulino turned a corporate rebranding event into a broader argument for the Panama investment reputation, telling banking executives and diplomats that defending the country’s image ranks among his government’s top international priorities. The presentation of Banistmo’s new identity under Grupo Financiero BSC provided the stage, but Mulino’s remarks quickly expanded toward sovereignty, financial compliance, and national development.
Mulino linked private sector confidence to the government’s diplomatic campaign against what he described as discriminatory financial lists. He said the country’s role as a host for investment and tourism is now embedded in the new Country Brand launched one day earlier.
Defending Panama Investment Reputation and Sovereignty
The president told the audience that Panama has long operated as a highly competitive banking center. But he argued that false accusations and unnecessary harassment have damaged that standing, forcing his administration to begin an international defense effort from its first days in office.
“In these two years and two months in office, we have taken on the mission and commitment from day one, and it has cost us, to start projecting a different image, defending the country and collaborating with other nations, but protecting what corresponds to us by sovereignty.” [Translated from Spanish]
Mulino highlighted Panama’s removal from the list of high-risk countries for deficiencies in preventing money laundering and terrorist financing. He said leaving the list required cooperation with other nations while safeguarding national authority. The next objective, he added, is removing Panama from the tax haven list, a goal he described as a shared responsibility among the state, the private sector, and citizens.
Those diplomatic results matter because global financial institutions often rely on such lists when assessing risk. Every delisting shifts the legal and reputational framework around the Panama investment reputation, especially for banks and multinational firms considering regional headquarters.
Fiscal Order and Agricultural Development
Beyond international diplomacy, Mulino said his administration has focused on putting public finances in order. He insisted the country should not spend more than it has, especially on political patronage, and argued that public resources should flow toward development projects and sectors that need them most.
Agriculture received particular attention. Mulino said the government is making a strong investment in the agricultural sector so no region feels abandoned. He framed the spending as part of a wider push to make economic opportunity visible across the entire national territory.
“I am an open president who wants to leave a better country that competes in the big leagues, a country that gives confidence and develops its potential.” [Translated from Spanish]
He also pressed the banking system to back entrepreneurs and participate in the mortgage program under Plan Panamá Pa’ Ti, which involves the two state banks. That housing and small business push, he said, can help stimulate economic activity in communities far from the capital.
Banking Executives Signal Regional Confidence
Federico Nasser Facussé, president of Grupo Financiero BSC, and Aimeé Sentmat de Grimaldo, executive president of Banistmo, presented the new brand as a deliberate long-term decision. They said the group believes in Central America, in Panama, and in the region’s potential to advance according to each country’s particular needs.
“We believe in Panama and in all its potential.” [Translated from Spanish]
Ministers, vice ministers, members of the diplomatic corps, and special guests attended the ceremony. Their presence reinforced the event’s dual function as a corporate announcement and a government-backed signal to international investors.
For Mulino, the rebrand served as evidence that private capital still sees value in Panama despite years of financial scrutiny. He thanked Grupo Financiero BSC for trusting the country and urged Banistmo to continue financing homes and small enterprises.
Private Alliances Anchor the Reputation Push
“Yesterday we launched the Country Brand, which reflects Panamanian identity and the pride of being hosts of the world. And not just hosts of tourists, migratory birds, or whales, but also hosts of investments.” [Translated from Spanish]
The combination of a new national brand and a private bank rebrand suggests the government is trying to align public diplomacy with corporate identity. Mulino called on Banistmo to be a facilitator for thousands of Panamanians seeking housing loans or startup capital, a role that would directly tie banking performance to domestic economic health.
He also positioned the country’s international battle as part of the same objective. By disputing financial blacklists and promoting fiscal discipline together, the administration wants investors to weigh current reforms over past perceptions. The defense of the Panama investment reputation, as Mulino framed it, rests on sovereignty, compliance, and visible private partnerships.
For a country that depends heavily on banking, logistics, and services, the stakes extend beyond symbolism. The rebrand event offered a stage to project stability, but the administration’s ability to reinforce that message through continued legal, fiscal, and diplomatic results will determine whether the new image sticks in global financial circles.