Panama to invite visitors to FITUR 2026 to enjoy a unique cultural experience, full of colour, tradition and flavour.

What would you recommend to a tourist wanting to visit Panama?

Panama invites you to reconnect with nature and its ancestral communities. Explore the marine ecosystems of the Bocas del Toro Archipelago, immerse yourself in water sports and experience ancestral cocoa hand in hand with our indigenous communities. In the Pacific, join the sea turtle protection patrols, and in the Tierras Altas mountain region, enjoy farm-to-table experiences that promote sustainable agriculture.

Panama receives thousands of humpback whales twice a year, making it one of the most privileged destinations for whale watching. The peak whale-watching months are July and August, when whales arrive in the warm waters of the Panamanian Pacific to breed and care for their young.

The country promotes responsible tourism, backed by laws that protect marine species and ensure the conservation of their natural habitats. Here, every journey is an opportunity to learn, connect and regenerate. 

What data support the importance of the country’s tourism industry?

Tourism is a key industry for Panama. It is the fourth largest contributor to GDP and the third largest generator of direct employment in the country, providing opportunities for the entire value chain. In the last two years, Panama has broken records in international tourist arrivals, reflecting a growing interest in the destination.

Panama is also one of the four carbon-negative countries in the world, with more than 30% of its terrestrial territory and more than 50% of its marine areas protected, which allows us to reinforce our commitment to biodiversity conservation and guides us to developing tourism in harmony with our ecosystems and communities. Panama City is the only capital city in the world with a tropical forest within its city limits. Panama City has also been recognised as a UNESCO Creative City of Gastronomy, which highlights the cultural and contemporary value of our cuisine.

Our strategic location, at the meeting point between two oceans, together with the Hub of the Americas, Tocumen International Airport, which connects the country to more than 80 international destinations, and the Panama Canal, a symbol of global openness, reinforce our positioning as an accessible, diverse and authentic destination.

How will Panama's participation in FITUR 2026 contribute to boosting the country's international positioning?

Panama's participation in FITUR 2026 is key to strengthening our international positioning as an authentic, diverse and accessible destination with a rich cultural and historical heritage. This space is particularly relevant because Spain, France and Germany are among the priority markets for Panama, and the trade fair allows us to boost the country's visibility in Europe as an emerging destination of nature, vibrant culture and genuine experiences.

FITUR is a platform that represents a strategic opportunity to present to global buyers such as OTAs, wholesalers, airlines and specialist media, the country’s wide and diversified tourism offer, promoting new strategic alliances, the generation of new business contacts and a greater flow of visitors to Panama, especially from the European market.

 What territorial attractions will you be presenting at the trade fair?

Panama City, the only capital in the world with a tropical forest within its city limits; a living ancient culture and the perfect contrast between city and nature. Three cities and identities coexist within it: Panamá Viejo, Casco Antiguo and the Modern City, recognised as a UNESCO Creative City in Gastronomy.

Bocas del Toro and Portobelo, two contrasting faces of the Panamanian Caribbean where our Afro heritage, indigenous roots and nature live in its purest state: mangroves, islands and lots of good vibes.

Tierras Altas and Boquete, the coolest valley in the country and its great pantry. This is the birthplace of Geisha Coffee, the world's most highly rated coffee. Quetzales, hidden waterfalls and local breweries give life to a town that moves at its own pace.

Riviera Pacifica: nature, hospitality and strategic connection, with paradisical beaches and mountains full of charm are combined in one destination. To the south, golden sands and beachfront experiences; to the north, trails, waterfalls and fresh mountain air. Its varied offer - from boutique hotels to hostels and camping areas - allows the creation of products adapted to each traveller. Just an hour and a half from Panama City, the Riviera Pacifica is the ideal place to combine relaxation, adventure and local culture.

Pedasi and Santa Catalina: two contrasting jewels of the Panamanian Pacific. Pedasi invites you to immerse yourself in tradition and culture, with the Sombrero Pinta'o (a traditional Panama hat), inscribed by UNESCO on its list of Intangible Cultural Heritage of Humanity; while Santa Catalina is the main gateway to the Coiba National Park, home of the Tropical Pacific Marine Corridor.

What activities are you planning to host on your stand?

Panama's stand at FITUR will invite visitors to enjoy a unique cultural experience, full of colour, tradition and flavour. During the three days for professionals, artisans and/or representatives of indigenous communities will be exhibiting their ancestral art and sharing their traditions, allowing visitors to connect closely with the real essence of Panama.

In addition, there will be an exclusive tasting of Geisha coffee, recognised as one of the best coffees in the world, accompanied by a live explanation of its origin, process and characteristics, providing a complete experience. As a complement, there will be food tasting sessions to highlight the authentic flavours of Panamanian cuisine, presenting a sample of the cultural and culinary diversity that enriches the country's identity.

Over the two days FITUR 2026 is open to the general public, the stand will come alive with vibrant folk performances featuring diverse Panamanian dances and colourful traditional costumes, reflecting the joy, diversity and cultural richness that make Panama an authentic and fascinating destination.