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Panama and IBERIA sign promotion agreement

30 August 2022
Panama and IBERIA sign promotion agreement

The execution of this promotion alliance is estimated to generate an economic impact for the country of 39 million balboas. The agreement is expected to attract tourists from Spain, France and Germany

A greater positioning of Panama as a tourist destination in the markets of Spain, France and Germany, seeks a new promotion and marketing agreement established between PROMTUR Panama, destination marketing organization (DMO, for its acronym in English), and the Spanish airline Iberia.

The promotion agreement will allow the dissemination of exclusive content about Panama in various digital and traditional communication channels of IBERIA, among which the in-flight entertainment system, its Iberia Plus digital magazine, social networks, electronic bulletin (newsletter) and its website The execution of this alliance will last 6 months and it is estimated to generate an economic impact for the country of 39 million balboas.

The agreement is part of a group of strategic alliances with airlines, online travel agencies and important allies that, together with the marketing efforts of the new tourism brand and the incentive plan of the DMO and its International Events Recruitment Program , have generated 752.6 million balboas of economic spillover to the country this year. These alliances contribute to the economic impact goal that PROMTUR Panama has for 2022 of B/.1.5 billion balboas.

Iberia will also promote Panama as a tourist destination in the Spanish market, through powerful local agencies and tour operators such as Catai (Grupo Avoris), TUI and Tour Mundial. In addition to the possibility of conducting training and familiarization trips to Panama for travel agents from Spain, France and Germany.

Fernando Fondevila, general director of PROMTUR Panama, highlighted that: “This alliance is added to those that we have already established with different global tour operators and airlines for the joint promotion of Panama and that have contributed to the progressive reactivation of demand from key markets. The agreement with Iberia gives us the possibility of highlighting our destination to the thousands of users and buyers who visit its communication channels, as well as promoting the sale of tickets to Panama through special offers and content of interest”.

Víctor Moneo, Iberia's Director of Alliances and Strategic Agreements, indicated that: “Over these months we have been gradually recovering capacity on this route. It was an immense joy to recover the six weekly frequencies this summer and we trust, very soon, to return to operating the daily flight that we offered before the pandemic”.

He also mentioned that the airline celebrates 51 years flying to Panama, a vital route in Central America. “Our main strength is that we unite this market with more than 100 destinations in Europe, which means great connectivity for the region as a unique tourist destination due to its extraordinary richness, the diversity of its natural and cultural heritage, and the quality of its services. , as well as for business traffic”.

This alliance is part of the actions carried out by PROMTUR Panama, as a destination marketing organization, to encourage demand from the key markets established in the Tourism Master Plan, which includes: the United States, Colombia, Brazil, Canada, Costa Rica, Argentina, Spain, France and Germany.

About Iberia

Iberia is the largest Spanish airline and leader between Europe and Latin America; It belongs to the IAG airline group and is part of the oneworld alliance. Its goal is to always be the best option to travel. Along with Iberia Express and Iberia Regional Air Nostrum, it offers flights to fifty countries around the world from Madrid airport, where it has developed its hub. In addition to passenger transport, Iberia has diversified its business with air cargo, aircraft maintenance and airport assistance.

About PROMTUR Panama

PROMTUR Panama is the destination marketing organization (DMO), whose main purpose is the international promotion and marketing of Panama for all tourism segments.

The DMO works in alignment and in close collaboration with the Panama Tourism Authority (ATP), a government institution and regent of tourism in the country, to amplify the international promotion of the country as a world-class tourist destination, promoting the rich history, culture , natural beauty and remote places of the Panamanian isthmus, which are experienced through the heritage routes of the destination, organized through three pillars - cultural heritage (multifaceted culture), green heritage (extraordinary biodiversity) and blue heritage (wonders of the ocean) .


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