Panama Showcases Tourism Growth and Stopover Program to Canadian Trade
by Marsha Mowers
Members of the Visit Panama and Copa Airlines teams visited Toronto Wednesday.
Panama is ramping up its presence in the Canadian market with a new push to educate travel advisors and strengthen airlift connections. Representatives from the Panama Tourism Authority (ATP), PROMTUR Panama (the country’s destination marketing organization), and Copa Airlines gathered in Toronto Wednesday as part of a two-day roadshow that travels to Montreal Thursday, and connects with agencies, consolidators, tour operators, and wholesalers.
Visit Panama is spotlighting Copa Airlines’ popular stopover program, which allows travellers connecting through Panama to extend their stay for up to seven days at no additional airfare cost (taxes only).
“The stopover program is an excellent way for travellers to get their first taste of Panama,” explains Gabrielle Rodriguez, Travel Trade Manager, Visit Panama. “Many people don’t know the country yet, but through the stopover program, they can experience its beaches, culture, and vibrant city life and then return as a final destination on their next trip.”
Advisors can book the stopover program directly in their GDS or NDC platforms, with clients enjoying exclusive discounts on hotels, car rentals, and tours.
The overall message is clear however: the Central American nation is more than just a stopover; it’s a destination worth discovering.
“Canadians are always seeking new destinations, and Panama is truly a hidden gem,” said Laura Marin, Sales Manager Canada, Copa Airlines. “With our daily service from Toronto and Montreal, 14 and 11 years strong, respectively, Canadians can reach Panama in just five hours, with easy connections to Central and South America.”
Panama welcomed 19.2 million international visitors in 2024, and while market-specific numbers aren’t broken down, Canadian arrivals are steadily increasing particularly during the winter season, when Canadians flock south to escape our winters. That’s something the destination is taking advantage of and positioning it as an option for snowbirds.
“Canadian tourism is very important to Panama. We have created a tourism infrastructure just to serve the Canadian people, and we’re getting better better at it, and we’re working to bring more and more tourism from Canada,” Mr. Jan Edward Woolford Carles, General Consul of Panama told Travel Market Report Canada. ” We are increasingly promoting Panama during the winter time, particularly to capture the snowbird market.”
Part of that positioning is as a fresh alternative to traditional sun destinations, with offerings that extend far beyond beaches. Visitors can explore historic districts like Casco Viejo, enjoy eco-adventures across the country’s 1300-plus islands, or take part in marathons, cycling races and fishing excursions. The country is also ramping up its events calendar, with more concerts, cultural festivals and sporting events expected in the months ahead. Of course, this is all in addition to exploring its most famous site, the Panama Canal.
“There are a lot of things going on in Panama at the moment, and I want to invite all the Canadians to visit and experience Panama for themselves,” said Carles. “Canadians don’t need a visa, just a passport or PR card. There’s truly something for everyone.”
“We need to explain more to the Canadian market the beauties of Panama, in terms of natural beauties, cultural beauties, historic landmarks, said Jose Barrios, Director Business Development for Westin Playa Bonita, located just 15 minutes away from the main attractions such as the Panama Canal and Colonial City.
“We have the Panama Canal, the history, the traditions. We’re now focusing more on expanding the destination itself, so we attract tourists to Panama, who aren’t just looking for the beach and for the weather, but for the culture and the total destination.”
Visit Panama launched its international DMO in 2017, but activity paused during the pandemic. Strategic plans are now in development for 2026 and beyond with training initiatives for agents already underway and more trade-focused programs such as webinars and FAM trips in discussion.
“Our goal is to work hand-in-hand with Canadian advisors,” adds Rodriguez.. “Panama is a destination with incredible diversity, without the crowds.
Canadians are adventurous and always searching for something new. We want them to discover not just our beaches on the Caribbean and Pacific coasts, but also our mountains, gastronomy, old city, adventure activities, and even our seven indigenous communities.
It’s close, it’s exciting, and it’s waiting to be discovered.”
