Panama is a country brimming with diverse tourist experiences, from tranquil beaches and lush rainforests to captivating historical sites and vibrant city life. With its perfect blend of natural beauty, adventure, and world-class services, Panama offers something for every traveler. Whether you’re seeking relaxation on pristine beaches or an adrenaline-packed adventure in the mountains, this Central American gem is sure to exceed your expectations.
To spotlight the country’s unique offerings, Panama Travel Mart 2024 was hosted in the city of David, the capital of Chiriquí province. The event brought together top service providers and key business buyers from across the continent. “Chiriquí is an area of great potential with its forests, flora, fauna, and diverse experiences that we must promote,” said Joaquín de León, mayor of Chiriquí. David, strategically located, serves as a gateway for visitors heading to nearby beaches, whale watching spots, and the towering Baru Volcano—all within an hour’s drive.
Ernesto (Tito) Orillac, President of Panama Travel Mart 2024, explained that “80 percent of the country’s tourism infrastructure is concentrated in the capital and the Pacific coast, while most of the tourist destinations are in the Caribbean and Pacific. The event enabled wholesalers from over 12 countries to explore these wonders.” The primary markets for Panama’s tourism include the United States (with over 20 cities connected), Canada, Costa Rica, Colombia, Argentina, France, Spain, and Brazil.
Panama is internationally recognized for its iconic canal, through which around five percent of global trade passes. However, the country also offers an array of other experiences for all kinds of travelers. Panama City boasts the historic Casco Viejo, a UNESCO World Heritage site, with its stunning colonial buildings, luxury hotels, and world-class restaurants. “The culinary scene is flourishing with a fusion of Afro-Antillean, Chinese, and Peruvian-Japanese influences, and we already have three restaurants on the Latin America’s 50 Best list,” says Orillac.
Beyond the city, Panama’s natural beauty awaits. From the colorful Biomuseo designed by Frank Gehry to skyscrapers like Poin Panama, the country combines modern attractions with outdoor adventures. For thrill-seekers, there’s a zipline and swing offering breathtaking views from above. Additionally, visitors can tour rum distilleries in the provinces, explore coffee farms in the highlands, and relax on the country’s warm beaches.
With growing interest in Panamanian tourism, the hotel sector is also set for expansion. “The average occupancy rate for hotel rooms is 1.5 people, but we’re currently below one,” noted Luis Ricardo Martínez, VP of the National Chamber of Tourism of Panama. As the industry grows, Panama expects an influx of visitors, creating new opportunities for both tourism and the broader economy.
A standout product of Panama’s tourism is its Geisha coffee, known as the most expensive in the world. Grown in the Boquete region of Chiriquí Province, this coffee is cultivated at the foot of the Baru Volcano in ideal conditions of altitude, volcanic soil, and unique microclimates. “Geisha coffee is unparalleled due to its special characteristics,” says Wilford Lamastus, Manager of Lamastus Family Estate. The farm has been producing coffee for four generations, and the Geisha variety has reached astronomical prices at auctions, with the Elida Geisha Natural Torre de Lamastus Family Estate setting a world record by selling for over $10,000 per kilogram in 2024.
Coffee tours in the region allow visitors to learn about the farm’s century-old history, explore the different coffee varieties, and sample the beans while discovering their distinct flavors and aromas. “Geisha coffee has put Panama on the map as a key destination for coffee tourism,” Orillac adds.
In addition to coffee, Panama is also home to the Carta Vieja rum distillery, where visitors can learn about the process of producing and aging Panama’s best rum, dating back to 1915.
According to the World Travel and Tourism Council (WTTC), Panama’s tourism industry is projected to contribute $13.5 trillion to the country’s GDP in 2024, marking a 19.5 percent increase from 2019. This growth reflects the rising interest in Panama as a premier travel destination, offering unique experiences for all types of travelers.