Ask who sells Panama to the world, and one name comes up first. So, what is PROMTUR Panamá? It is the country’s destination marketing organization – the entity responsible for promoting Panama internationally as a place to visit. In August 2026 it stepped into the biggest role of its history: together with the Autoridad de Turismo de Panamá (ATP), PROMTUR presented “Panamá, Anfitrión del Mundo” (“Panama, Host of the World”), the new country brand endorsed by President José Raúl Mulino.
What PROMTUR Panamá is and what it does
Every serious destination has a promotion engine, separate from the government authority that regulates tourism. PROMTUR is Panama’s. Its work happens mostly where travelers cannot see it:
- International campaigns: advertising and content that put Panama in front of travelers in key source markets.
- Trade relationships: working with airlines, tour operators and travel agencies so Panama is packaged and sold abroad.
- Media and storytelling: bringing journalists and creators to the country so the world sees more than the Canal.
- Market intelligence: researching which travelers to pursue and what they seek, so promotion spends wisely.
The difference with the ATP is the classic split between promotion and policy: the ATP governs and develops tourism inside the country; PROMTUR sells it outside. The country brand needed both – which is exactly why they launched it together.
PROMTUR’s role in the country brand
A destination marketer leading a nation brand makes sense for one reason: PROMTUR’s entire craft is knowing how the world sees Panama and what would make it look again. The brand it co-created reflects that outside-in view. Its purpose – “to host with generosity and promote prosperity” – turns Panama’s daily reality (the Canal, the Tocumen air hub, a crossroads society) into a story a traveler can feel. Its five pillars – tourism, investment, exports, logistics and sustainability – extend the story beyond vacations, and its four attributes (generosity, connection, diversity, trust) give every campaign a consistent voice.
Why the law matters to a marketing agency
President Mulino announced the brand strategy will be sent to the National Assembly to become law, guaranteeing its permanence across governments. For a promotion agency, that is gold: brand equity compounds over years of consistent messaging, and the law protects PROMTUR’s work from the region’s habit of restarting national images every election cycle.
What PROMTUR’s work means for you
If you are a traveler, PROMTUR is part of why you are hearing more about Panama – and the substance behind the noise is real: two oceans, rainforest, coffee highlands and a capital worth days of exploring, all catalogued in our guides and Discover Panama articles. If you run a tourism business, PROMTUR generates the demand; your job is to be findable when it arrives – one reason local businesses join the Panama Digital Directory.
The marketing brings you here; the country keeps you. Browse the best hotels and resorts, restaurants and events of the Host of the World in the Panama Digital Directory and experience what PROMTUR has been telling the world about.
