Panama Launches 'Host of the World' National Brand

Panama has officially launched its new national brand, 'Panama, Host of the World,' a strategic initiative by the Tourism Authority (ATP) and Promtur aimed at revitalizing the country's tourism sector. The campaign seeks to attract new markets, significantly increase tourist arrivals, and generate broader economic opportunities.

The brand unveiling took place at the Panama Convention Center, featuring a compelling video that prominently showcased the Panama Canal, followed by imagery celebrating the nation's rich natural beauty, vibrant culture, and traditions, alongside its modern development. Officials stated that the 'Panama, Host of the World' brand is intended to be a unifying symbol for all Panamanians, both within the country and across the globe.

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This demonstrates that when we unite for a common purpose, we are capable of achieving great things.

President José Raúl Mulino highlighted the significance of national consensus in developing the brand, stating it represents an identity that effectively communicates Panama's essence to the world. "This demonstrates that when we unite for a common purpose, we are capable of achieving great things," Mulino remarked. He stressed that the brand transcends any single government, belonging to Panama and its people, and should remain free from political interests to ensure its longevity.

To solidify its status, the government plans to present a bill to the National Assembly to enshrine the national brand into law. This legislative move aims to establish clear mechanisms for its periodic review and updates, while safeguarding its core identity and purpose.

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This national brand does not belong to a government, it belongs to Panama and all Panamanians. That is why we must keep it away from political interests and ensure that it transcends those who circumstantially have the responsibility to govern.