Tourism On The Rise: 1,200 Decision Makers Just Saw Panama’s $192M Meetings Boom

Panama City hosted the 65th annual congress of the International Congress and Convention Association from November 8 to 11, drawing more than 1,200 decision makers from over 80 countries. The event at the Amador Convention Center put a spotlight on meetings tourism Panama, a sector that generated $192 million for the national economy between January and October 2026.

President José Raúl Mulino attended the opening session. Tourism Authority administrator Gloria De León confirmed the country has 188 events booked this year and expects roughly 30 more signed before December 31. She called the ICCA gathering a “golden opportunity” [Translated from Spanish] to attract future congresses.

Meetings Tourism Panama Faces Regional Market Gap

Despite the local gains, Panama captures just 0.2 percent of the Americas business travel market. Regional spending on business trips is projected to hit $565 billion in 2026. Panama will absorb only $1.2 billion of that total, placing it 15th in the hemisphere.

The United States dominates with $458.3 billion, about 81 percent of the regional market. Canada follows with $42.3 billion, Mexico with $14.1 billion, and Brazil with $12.7 billion. These figures were presented during the congress’s opening day by Gloria Guevara, president and CEO of the World Travel and Tourism Council.

Guevara said global meetings gathered 1.65 billion participants in 2025. The sector produced $1.3 trillion in direct spending, contributed $1.8 trillion to global GDP, and supported 24.2 million jobs.

Este congreso forma parte de la estrategia conjunta de la Autoridad de Turismo de Panamá (ATP) y PROMTUR Panamá para atraer reuniones internacionales. https://t.co/oATOy1UEXS

— PanamáAmérica (@PanamaAmerica) November 9, 2026

Eight Priorities for Growing Convention Business

Guevara outlined eight operational priorities for governments aiming to expand their meetings industries. The list starts with mobility facilitation, specifically simplifying visa processes to speed up arrivals for international delegates. Panamanian private sector groups have repeatedly flagged visa processing as a barrier to attracting large conventions.

Other priorities include unified crisis management protocols, policies focused on high-value congresses rather than mass tourism, expanded air routes, sustainable event operations, specialized workforce training, digital tools including artificial intelligence for logistics, and incentives for public and private investment in convention centers and hotels.

De León noted that ICCA’s return to Latin America after five years gave Panama direct access to 11 international associations evaluating potential host destinations. The congress marked the first time the event has been held in the region since 2021.

Visa Reform and Infrastructure Investment Outlook

The visa issue remains central to Panama’s competitiveness. While the country operates a modern convention center in Amador and maintains strong air connectivity through Tocumen International Airport, industry representatives argue that processing delays undermine those advantages. Guevara’s presentation framed mobility facilitation as the first requirement for any destination seeking to grow its meetings segment.

The $192 million generated so far in 2026 shows consistent demand. But the gap between Panama’s current market share and the regional leaders suggests significant room for growth if operational bottlenecks are addressed. De León said meetings with international associations during the congress could translate into confirmed events for 2027 and beyond.

The ICCA congress itself served as a demonstration of Panama’s capacity to host large-scale international gatherings. Organizers managed logistics for delegates from more than 80 countries over four days, with sessions held at the Amador Convention Center on the Pacific entrance to the Panama Canal.