Behind every nation brand there is an institutional machine, and Panama’s is worth understanding. If you are asking who created Panama country brand “Panamá, Anfitrión del Mundo” (“Panama, Host of the World”), the short answer is: PROMTUR Panamá and the Panama Tourism Authority (ATP) presented it on August 26-27, 2026, with the full backing of President José Raúl Mulino, who announced the strategy will be sent to the National Assembly to be elevated to law.
Who created Panama country brand: the three actors
PROMTUR Panamá: the promoter
PROMTUR is Panama’s destination marketing organization — the entity responsible for promoting Panama as a destination in international markets. Its job is demand: campaigns abroad, presence at trade fairs, relationships with airlines, tour operators and media. In the new brand architecture, PROMTUR is the voice that carries “Anfitrión del Mundo” to the world.
The ATP: the authority
The Autoridad de Turismo de Panamá (ATP) is the government’s tourism authority — the policy side of the equation. Where PROMTUR sells, the ATP governs: destination development, standards, and the public-sector infrastructure of tourism. Having both institutions launch the brand together matters, because nation brands often die in the gap between marketing and policy.
The presidency: the guarantor
President Mulino’s role goes beyond a ribbon-cutting. By committing to send the strategy to the National Assembly so the brand becomes law, the executive is attempting to give “Anfitrión del Mundo” something almost no country brand has: legal permanence beyond electoral cycles. Brands compound over decades; governments change every five years. The law is the bridge between those two clocks.
What they actually created
The team did not just design a logo. The launch delivered a complete strategic system:
- A purpose: to host with generosity and promote prosperity.
- Four attributes: generosity, connection, diversity and trust.
- Five pillars: tourism, investment, exports, logistics and sustainability.
- A visual identity: blue for the oceans and Panama’s role as global meeting point, red for the energy of the Panamanian people, and two letter “A”s whose curves represent the Pacific and Atlantic, with Panama connecting them.
It replaces “Panamá: vive por más” (“Live for More”), the country brand since 2019.
Why the institutional design matters to you
If you are a traveler, the coordination means the Panama you see in campaigns should increasingly match the Panama you experience on the ground — from Tocumen Airport, hub of the Americas, to the beach towns and highlands. If you run a business in Panama, it means the country’s promotional machine is now pulling in one direction, and aligning with it is free marketing. Local businesses can join the Panama Digital Directory to be visible to the travelers and investors the brand attracts.
Want to see what the brand is promoting? Start with our Discover Panama guides and the national events calendar — the practical side of “hosting the world.”
The bottom line
PROMTUR created the promise, the ATP anchors the policy, and the presidency is working to make it permanent. That triangle — promoter, authority, guarantor — is the real answer to who created Panama’s country brand.
Meet the host. Browse the best hotels, restaurants and experiences of “Panamá, Anfitrión del Mundo” in the Panama Digital Directory.
