Panama’s Tourism Authority Launches International Promotion Effort

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The National Tourism Council (CNT) has authorized a budget of as much as US$20 million for development of a two-year international promotional campaign. The Tourism Authority of Panama (ATP) has been authorized to directly hire an advertising agency for the project. The decision to hire directly as opposed to inviting tenders was made due to delays in the process of defining the tender.

ATP head Gustavo Him told Prensa.com that “… the call began last week and they expect to receive six proposals in the month of May.”

The announcement came just days after Him announced the available budget for the campaign as being set at US$10 million, with an additional US$5 million planned for the local campaign. However, the budget could now be US$20 million after the ATP reportedly requested further funding to establish that “…the agencies invited should have expertise in brand management and advertising in the United States, Europe, and Asia,” as recommended by CNT President Pedro Heilbron.

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