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Familiarization Trip Spotlights Return of Panama Tourism and Launch of ‘Live for More’

Familiarization Trip Spotlights Return of Panama Tourism and Launch of ‘Live for More'

PANAMA CITY, PANAMA – DECEMBER 8, 2021 – Visit Panama hosted a select group of U.S. travel agents on a five-day tour of Panama, beginning Monday, November 30. The familiarization trip celebrated Panama’s re-emergence as a popular tourist destination in the wake of the COVID pandemic, as the number of cases decline and vaccinations increase, and the launch of a new tourism branding effort, “Live for More,” which focuses on the country’s rich cultural heritage and spectacular natural wonders as a transformative travel experience.


Agents discovered the many attractions of Panama, with its 1,800 miles of coastline on the Pacific Ocean and Caribbean Sea and more than 1,000 islands, most of them uninhabited; 13 national parks and a marine park; rain forests and nature reserves that are home to more bird species than Canada and the U.S. combined; and cosmopolitan Panama City, where sights include the Panama Canal and the historic Casco Antiguo (Old Town) district. 

“Live For More, our new brand platform, truly captures the essence of Panama’s offerings as an immersive, inclusive and enriching destination,” said Fernando Fondevila, PROMTUR Panama’s Chief Executive Officer. “It embodies the vigor and inspiration we wish travelers find in Panama, through enriching experiences that connect visitors with our culture, our history and our people” 


The well-curated trip was designed to show agents the inspiration that travelers will find through experiences that connect them with Panama’s culture, history, natural wonders and people. Stops included Boca Chica, Bolaños and Gamez Islands in the Gulf of Chiriqui; Panama´s Highlands in the province of Chiriquí; the Gamboa Rainforest Reserve and sloth sanctuary; Embera Quera Indigenous Village; Panama City and nearby Playa Bonita.  


Participants, who included top destination travel experts, also met with local tourist officials and vendors and enjoyed stays, meals and tours at some of Panama’s most distinctive hotels. The group experienced a taste of Panama’s unique cuisine, a mix of European, African and New World influences, at acclaimed Panama City´s restaurants. 


The “Live for More” launch introduces a select audience to Panama’s many attractions and experiences through a redesigned website (, an attention-grabbing film and social media.


About Panama Tourism

The Tourism Authority of Panama (ATP) is the Panamanian Government entity that aims to strengthen tourism as a strategic economic sector of Panama, through the Master Plan for Sustainable Tourism (PMTS) 2020-2025. Developing a sustainable model that generates an increase in employment nationwide, integrates communities, articulates the territories and increases the competitiveness of the industry.  


Additionally, PROMTUR Panama is the official destination marketing organization (DMO) whose primary purpose is to promote and market Panama internationally. PROMTUR works closely with the ATP to further propel the country’s international promotion as a world-class tourist destination. 


Together, ATP and PROMTUR work to promote Panama’s rich history, culture, natural beauty, and remote locations, which are experienced through the destination’s three heritage pillars – Cultural Heritage (multifaceted culture), Green Heritage (extraordinary biodiversity) and Blue Heritage (ocean wonders). 


For more information, please go to Follow Panama on Twitter, Facebook and Instagram.