Le Panama a fait un choix clair pour les années à venir : placer le segment MICE au centre de sa stratégie touristique. Pour 2026, le pays entend renforcer son attractivité auprès des organisateurs de congrès, salons professionnels et événements d’entreprise, en s’appuyant sur une combinaison déjà bien rodée : connectivité internationale, infrastructures modernes et savoir-faire opérationnel. Portée par l’Autorité du Tourisme Panaméen (ATP) et PROMTUR Panama, cette orientation repose sur un travail étroit avec le secteur privé. L’objectif est double : attirer des événements de dimension internationale et maximiser leur impact économique, bien au-delà des seuls lieux de congrès.
Connectivity and strategic alliances as growth drivers
ATP’s Director General, Gloria De León, highlights that the country’s positioning as a regional hub for the MICE segment is supported by tangible results. Between January and October 2025, Panama welcomed 2.4 million visitors, generating nearly USD 5.2 billion in economic impact. These figures reinforce the strategy already underway.
Efforts are particularly focused on priority markets such as the United States, Canada, Germany, Spain and France, through targeted campaigns and strengthened partnerships with airlines and tour operators. Specific initiatives, such as the “free convention center” campaign, have also helped convince international organizers, directly boosting hotel stays and related service activities.
Infrastructure designed for international events
Panama relies on a network of infrastructure capable of hosting large-scale events. The Panama Convention Center and the ATLAPA Convention Center are among the key pillars of this offering.
These venues have been designed to function as true event ecosystems, integrating conference rooms, exhibition spaces, audiovisual technologies, catering and logistics. Their location close to hotels and transport links facilitates organization and enhances the experience for both participants and organizers.
International recognition confirming the positioning
Panama’s growing strength in the MICE segment has also been reflected in international recognition. In 2025, the country was nominated in three categories at the World MICE Awards Latin America: Best MICE Destination, Best Incentive Destination and Best Destination for Corporate Seminars.
These nominations highlight the country’s structural strengths: strong air connectivity, hotel infrastructure suited to major events, and the ability to enrich professional programs with cultural or natural experiences.
By placing the MICE segment at the heart of its strategy, Panama is consolidating its role as a regional platform for international congresses and trade fairs. However, the challenge in the coming years will also be to extend this momentum to other parts of the country that are less exposed but have strong potential. Combining professional events with natural settings and local heritage could pave the way for new formats, complementary to the urban offer, and firmly establish MICE as a key driver of Panama’s tourism development.
Photo : ATP
