Interview with Gloria de León
Minister of Tourism – Panama Tourism Authority
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Gloria de León
Minister of Tourism – Panama Tourism Authority
Engineer Gloria de León has an academic and professional background in the field of marketing and commercial management. She holds a degree in Industrial Administrative Engineering from Universidad Santa María La Antigua, along with a Master’s in Marketing and Commercial Management, complemented by a specialized course in Digital Marketing for Retail from INCAE, which has provided her with a solid academic foundation.
De León has more than 25 years of experience in key roles such as Marketing Manager, Retail Manager, and Human Resources Manager. Throughout her professional career, she has been dedicated to promoting brands both in Panama and across Central America, while also standing out in human resources management and in the organization of major events such as conventions, product launches, and sporting events.
Her extensive experience and knowledge position her as a versatile professional with strong capabilities across multiple areas of marketing and business management.
Minister Gloria de León, Panama is a country with a strategic location and great natural and cultural diversity. What do you consider today to be the main challenges and opportunities to consolidate the country as a competitive international tourism destination?
Panama has an advantage that few destinations can offer: connectivity, diversity, and authentic experiences within very short distances. In a single trip, visitors can combine city life, history, rainforest, beaches, living culture, and gastronomy.
The challenge is to transform this competitive advantage into longer stays and higher visitor spending. Our priority is for Panama to stop being a stopover and become a primary travel decision.
To achieve this, we continue strengthening air connectivity with priority markets, consolidating strategic alliances with key industry stakeholders, and reinforcing our presence at international trade fairs, with a particular focus on the meetings segment due to its high economic impact.
We are also promoting initiatives such as the “Panama offers you more than $500 in benefits” campaign and advancing the implementation of tourist insurance—measures that enhance the destination’s competitiveness and strengthen its international value proposition.
Our goal is for tourism growth to translate into long-term opportunities, especially in the interior regions of the country, benefiting thousands of Panamanians.
During your tenure at the Panama Tourism Authority, which strategic priorities are you focusing on to strengthen the tourism sector, and what concrete results do you expect to achieve in the coming years in terms of economic growth, employment, and international positioning?
Our management is focused on increasing hotel occupancy and consolidating tourism as a true driver of economic and social growth, creating more opportunities for those who see tourism as a pathway to development.
We are implementing a more strategic, data-driven international promotion, strengthening air connectivity, and diversifying the tourism offering by exploring new segments to generate longer stays and higher spending.
We continue to reinforce our presence in priority markets, build alliances with key global industry players, strengthen the Panama Stopover program, and position the country as a regional hub for meetings and conventions through competitive incentive plans.
The “Panama Stopover” program, in partnership with Copa Airlines, the Panama Tourism Authority, and PROMTUR Panama, is central to our international promotion strategy. We have successfully transformed transit into an opportunity, encouraging travelers to stay in the country. In 2025, we reached a historic record in the number of tourists who chose to stay in Panama, exceeding 200,000 visitors—an increase of more than 25% compared to the previous year.
This translates into more hotel nights, higher local consumption, job creation, and more people discovering the destination.
The results are already evident. In 2025, Panama surpassed 3 million international visitors, with an 8.2% increase compared to 2024 and performance exceeding several of its main regional competitors (from January to November).
Our objective is to sustain this growth with greater impact, attracting visitors who stay longer, spend more, and contribute more significantly to the economy.
Panama has a great natural wealth, including beaches, rainforests, national parks, and unique biodiversity. How is the authority working to balance tourism growth with environmental conservation and ecosystem protection?
Panama has the privilege of being one of the few carbon-negative countries in the world, and that is not just a fact—it is a responsibility. From the Tourism Authority, we are promoting a sustainable tourism model that places conservation at the center of every strategy. We work closely with the Ministry of Environment, the private sector, and local communities to ensure that tourism growth does not compromise our ecosystems.
This includes regulating activities in protected areas, promoting sustainable certifications for hotels and operators, and strengthening environmental education. Our goal is for every visitor to Panama not only to enjoy our biodiversity but also to contribute to its preservation. In Panama, tourism and nature go hand in hand.
Community-based tourism has become a global trend that promotes local development. What initiatives is the government implementing to involve Panamanian communities in tourism projects that generate economic opportunities while preserving their cultural traditions?
Community-based tourism is one of our key priorities, as we firmly believe that tourism should transform lives at the local level. Through initiatives such as our “Tripea lo Tuyo” campaign, we promote tourism projects and destinations across the country. In addition, we have training programs and are integrating rural and indigenous communities into the tourism value chain, providing them with the tools to develop authentic, sustainable, and economically viable experiences.
This not only generates direct income but also strengthens cultural pride and preserves traditions that are an essential part of our national identity. We want visitors to Panama not just to see the destination, but to truly experience it through its people.
In an international context where travelers increasingly seek authentic and personalized experiences, what types of tourism products should Panama strengthen to differentiate itself from other destinations in the region and attract new visitor profiles?
Today’s traveler seeks connection, authenticity, and memorable experiences—and Panama has everything to offer. We are focusing on strengthening segments such as nature and adventure tourism, cultural tourism, and gastronomy tourism, which is gaining increasing international recognition. Additionally, we continue to consolidate our position in the meetings industry, establishing Panama as a regional hub for congresses and conventions.
Beyond specific products, our greatest strength lies in the diversity found within a single destination. In just a few hours, a visitor can have breakfast overlooking the Pacific, explore a tropical rainforest, and end the day on the Caribbean coast.
Air connectivity is key to tourism development. What actions is your administration taking to strengthen international routes, attract new airlines, and facilitate access for tourists from strategic markets?
Panama is connected to more than 85 cities across the Americas and Europe through the Hub of the Americas at Tocumen International Airport, recognized as the most punctual medium-sized airport in the world in 2026 for the second consecutive year.
The year 2025 was significant for Panama’s air connectivity. We welcomed a new direct route between Calgary and Panama City operated by WestJet, and celebrated the return of Aeroméxico, strengthening connections in strategic markets.
In 2026, we continue working closely with airlines and industry partners to expand routes and frequencies, facilitating access to the country and reinforcing Panama’s positioning as a competitive international destination.
Panama has significant historical and cultural attractions. What role does cultural heritage play in the national tourism strategy, and how are you working to enhance these resources without compromising their preservation for future generations?
Cultural heritage is the soul of our tourism. It defines our identity, makes us unique, and creates an emotional connection between visitors and the destination. We are actively enhancing the value of our historical sites, traditions, festivals, and cultural expressions, always under a framework of conservation and respect.
Emblematic events, cultural routes, and the strengthening of destinations such as the Casco Antiguo, along with our folkloric regions, are part of this comprehensive vision. Our goal is to preserve this legacy for future generations while sharing it with the world in a responsible manner.
International promotion is essential to position a destination. What are currently the main source markets for tourism to Panama, and what promotion strategies is the authority implementing to strengthen the country’s presence in those markets?
Panama maintains an active promotional presence in strategic markets such as United States, Canada, Colombia, Brazil, Argentina, Spain, France, and Germany, selected based on their connectivity and growth potential.
Our strategy combines targeted campaigns, digital marketing, and partnerships with airlines, international wholesalers, and online travel agencies. We are also strengthening relationships with the commercial distribution channel—particularly wholesalers and travel agencies—to drive direct sales of the destination in priority markets.
This strategic approach allows us to optimize resources, improve visitor conversion rates, and continue positioning Panama as an authentic, accessible, and competitive destination at the international level.
In recent years, sustainable tourism has gained global importance. How is this concept being integrated into Panama’s tourism planning, and what concrete measures are being adopted to ensure responsible sector development?
For Panama, sustainability is an integral part of its value proposition. We develop tourism by protecting the natural and cultural heritage that makes the destination unique, connecting visitors with authentic experiences in beaches and indigenous communities, where they engage with local cultures, producers, and living traditions.
This not only enriches the visitor experience but also generates income for communities, strengthens social connections, and promotes environmental conservation.
Through the Panama Tourism Authority, we are advancing programs in community-based tourism, tourism culture, and local management that enable these destinations to develop in an organized manner, enhance the quality of the tourism offering, and ensure that tourism directly benefits local communities.
The private sector often plays a key role in tourism development. How are partnerships between the government and businesses being strengthened to drive investment, improve tourism infrastructure, and create a more competitive offering in Panama?
Tourism development in Panama is built in close partnership with the private sector. We work in a coordinated manner with airlines, hotels, and tour operators to promote the destination, strengthen the tourism offering, and generate new investment opportunities.
One example is the Panama Stopover program, developed in partnership with Copa Airlines, which integrates benefits for travelers transiting through the country. The program involves more than 80 tourism sector partners, enriching the visitor experience and encouraging longer stays.
In addition, together with the hotel sector, we promote the “Panama offers you more than $500 in benefits” campaign—a digital coupon program with discounts at over 50 partner businesses. It is aimed at non-resident travelers who book a minimum of four nights in participating hotels in Panama City, encouraging longer stays and a more comprehensive experience in the destination.
These initiatives demonstrate how public-private collaboration drives concrete actions to strengthen the destination’s competitiveness.
Human capital training is essential to deliver high-quality visitor experiences. What programs or initiatives is the Tourism Authority promoting to improve the skills of professionals and workers in the tourism sector?
The visitor experience largely depends on the people who welcome and serve them. That is why we are strengthening training with a vision more closely aligned with the needs of the sector.
We are promoting programs focused on improving service quality, language training, and strengthening competencies across the entire value chain, with particular emphasis on guides, operators, and frontline staff.
We are also working to foster a strong tourism culture that raises service standards and enables a more consistent and competitive experience throughout the country.
In many countries, tourism has become a driver of regional development. What policies are being implemented to diversify tourism activity beyond the capital and promote emerging destinations across Panama’s provinces?
In Panama, we understand that tourism cannot be concentrated solely in the capital. That is why we have implemented a clear decentralization strategy aimed at making each region a protagonist of its own development.
Today, we are promoting emerging destinations through initiatives such as our “Tripea lo Tuyo” campaign, which invites both Panamanians and international visitors to discover the country’s diversity—from beaches and mountains to communities with unique cultural identities. In addition, for the first time, we have launched a digital platform, tripealotuyo.com, designed as an interactive guide where users can explore tourism offerings by province, view real images of authentic experiences, access detailed information on attractions and activities, and consult a reliable directory of hotels, guides, and tourism agencies registered with the Tourism Authority. It is a dynamic and continuously evolving platform that encourages exploration of every province.
Furthermore, we are strengthening connectivity, training local talent in collaboration with institutions such as INADEH, and promoting community-based tourism so that local communities themselves can create authentic and sustainable experiences.
This is complemented by the development of specialized tourism products—such as gastronomy, nature, cultural, and surf tourism—which allow us to diversify the offering beyond the capital city.
Traveler behavior has changed in recent years due to global transformations. How is Panama adapting to these new travel trends, and what innovations do you consider necessary to remain competitive in the international market?
Panama is adapting through a more strategic, data-driven approach to promotion, using analytics tools that allow us to better understand travelers, segment audiences, and connect more effectively with our priority markets.
This enables us to respond to today’s traveler, who seeks authentic destinations connected to nature and culture, within a safe and comfortable environment. The country offers a value proposition aligned with this profile, where visitors can enjoy multiple experiences in a single trip—from beaches and adventure to rainforest exploration and world-class gastronomy.
We also benefit from strong air connectivity, short travel distances that make it easy to explore the country, a growing tourism infrastructure, and the upcoming implementation of tourist insurance. These elements reinforce visitor confidence and enhance the destination’s competitiveness.
Finally, Minister, why should we visit Panama?
Panama is a destination that allows travelers to make the most of their time. In just a few days, visitors can combine very different experiences—from a modern city and historic center to tropical rainforests, beaches on two oceans, and vibrant living cultures.
It is an authentic and easy-to-explore country, with extraordinary biodiversity, iconic landmarks such as the Panama Canal, internationally recognized gastronomy, and a unique cultural mosaic.
Traveling to Panama means discovering a diverse destination where every experience complements the next.
We would like to thank Gloria de León for sharing her strategic vision and the commitment she leads from the Panama Tourism Authority. Her insights confirm the country’s enormous potential as a competitive, sustainable, and diverse destination.
From the Tourism and Society Think Tank, we reaffirm our interest in actively supporting and collaborating on initiatives that promote development, international positioning, and value creation within Panama’s tourism sector. We are confident that public-private cooperation and knowledge exchange will be key to achieving sustainable, long-term growth for the benefit of Panama and its communities.
The authors are responsible for the choice and presentation of the facts contained in this document and for the opinions expressed therein, which are not necessarily those of Tourism and Society Think Tank and do not commit the Organization, and should not be attributed to TSTT or its members.
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