Panama’s tourism authority is intensifying its tourism promotion efforts to prevent a collapse in visitor arrivals following the October 9 earthquake, as officials work to reassure international partners that most destinations remain operational despite damage in select coastal communities.
Gloria De León, administrator of the Panama Tourism Authority (ATP), confirmed that all 35 events scheduled through year-end remain on the calendar, including World of Coffee this week and the International Congress and Convention Association (ICCA) gathering in November, which is expected to draw more than 1,500 attendees over seven days.
Tourism Promotion Efforts Target International Confidence
The ATP, alongside Promtur Panamá, is maintaining its international marketing push to counter any perception that the entire country is paralyzed. De León emphasized that direct communication with wholesalers, tour operators, travel agencies, and strategic allies continues without minimizing the real damage recorded in interior regions.
“We cannot stop. Our destination is ready to receive visitors” [Translated from Spanish]
The strategy includes a country brand campaign spotlighting destinations that remain fully operational, including Panama City, Isla Colón in Bocas del Toro, Tierras Altas, Boquete, and El Valle de Antón. The authority’s goal remains reaching 3.2 million visitors by the close of 2026, though De León acknowledged the earthquake has altered the path to that target.
Damage Assessment in Santa Catalina and Playa Venao
Field assessments revealed contrasting situations in two key beach destinations. In Santa Catalina, Veraguas, hotels and restaurants sustained minimal damage and continue operating, but workers lost homes in communities such as El Hicaco, Farfán, and Lagartero. Playa Venao in Los Santos shows a similar pattern, with two hotels severely affected while the remaining establishments stay open and ready for guests.
The ATP is coordinating with the Ministry of Housing and Territorial Development (Miviot) to support recovery efforts in these areas while keeping tourism businesses functional. De León said the institution maintains communication with regional tourism chambers to compile data on the most affected hotels and identify short, medium, and long-term solutions.
Tras el reciente terremoto que ha afectado a varias regiones del país, la Cámara de Comercio, Industrias y Agricultura de Panamá (CCIAP) hizo un firme llamado al sector empresarial y a la ciudadanía a mantener el motor económico en marcha. De acuerdo con el gremio, mantener empresas abiertas, proteger empleos y dinamizar el turismo es la vía más sostenible para fortalecer al país y canalizar asistencia directa hacia las comunidades perjudicadas. El presidente de la CCIAP, Aurelio Barría Pino, destacó que en momentos de crisis cada sector debe aportar desde la plataforma donde genere un impacto real y positivo. #MetroLibre #MetroLibre
— Metro Libre (@MetroLibrePTY) October 19, 2026
Economic Stakes and Domestic Travel Appeal
Each visitor generates economic activity across hotels, restaurants, transportation, and other services, which is why De León insists promotion cannot stop despite the emergency. The authority is also urging Panamanians to travel domestically during the upcoming national holidays and purchase local products and services, particularly in communities dependent on tourism.
De León stressed that transparent communication with international allies is essential to preserve confidence and prevent localized damage from being interpreted as a nationwide shutdown. The ATP continues conversations with event organizers to ensure conferences proceed as planned and reinforce Panama’s position as a destination for congresses and conventions.