Panama’s new country brand 2026 is official: on August 26-27, 2026, the country presented “Panamá, Anfitrión del Mundo” (“Panama, Host of the World”), replacing the 2019 slogan “Panamá: vive por más.” The launch, led by PROMTUR Panamá and the Autoridad de Turismo de Panamá (ATP) and endorsed by President José Raúl Mulino, marks the most ambitious repositioning of the country’s image in years.
The launch of Panama’s new country brand 2026: who was behind it
Two institutions carried the project. PROMTUR Panamá, the destination marketing organization responsible for promoting Panama abroad, and the ATP, the state tourism authority, presented the brand jointly. The presence of President Mulino elevated it from a marketing campaign to state policy – and he went further, announcing that the strategy will be sent to the National Assembly to be enshrined in law, guaranteeing its permanence beyond any single administration.
That legal ambition is the headline detail. Country brands across Latin America have historically died with the governments that created them. Panama is explicitly trying to break that cycle.
What the brand says
The purpose statement is “to host with generosity and promote prosperity.” Four attributes define it – generosity, connection, diversity and trust – and it operates across five strategic pillars:
- Tourism – from Bocas del Toro to the San Blas islands.
- Investment – a dollarized, service-driven economy.
- Exports – specialty coffee, seafood, rum and services.
- Logistics – the Canal, ports on two oceans, the air hub of the Americas.
- Sustainability – Panama is one of the few carbon-negative countries in the world.
The logo, decoded
The visual identity is loaded with meaning. Blue represents the oceans and Panama’s role as a global meeting point; red carries the energy and human spirit of the Panamanian people. Look closely at the two letter “A”s: their curves represent the Pacific and the Atlantic at each end, with Panama in the center connecting them – the country’s geography turned into typography.
Why 2026 was the moment
Timing matters in nation branding, and Panama’s is excellent. The national football team, La Marea Roja, qualified for the 2026 World Cup, putting the country on screens worldwide. Tocumen International Airport and Copa Airlines continue to consolidate the “Hub of the Americas,” and the stopover program invites millions of connecting passengers to step outside the terminal. A new brand gives all of that a single, coherent story to plug into.
For businesses on the ground, the opportunity is immediate. Hotels, restaurants, tour operators and event organizers now have a national narrative to align with – and travelers researching “the Host of the World” will be looking for exactly what they offer. You can see how the country’s calendar is filling up on our events page, and dive deeper into destinations through our Discover Panama articles.
What to watch next
Three things will determine whether the 2026 brand sticks: the law making its way through the National Assembly, the consistency of campaigns abroad, and – most importantly – whether the experience on the ground matches the promise. A brand that says “host of the world” sets a high bar for every hotel check-in and taxi ride.
Want to experience what the new brand is selling? Explore the best hotels and resorts, restaurants and experiences of the Host of the World in the Panama Digital Directory – the local guide to the country everyone will be talking about.
