David, Chiriquí – In an effort to boost its tourism industry, Panama hosted the Panama Travel Mart 2024 in the city of David, the capital of Chiriquí province. This event brought together key service providers and prominent business buyers from across the continent to explore the country’s diverse tourist attractions, which range from serene beaches and lush mountains to high-quality services and a rich gastronomic scene.
Joaquín de León, the mayor of Chiriquí, emphasized the region’s potential, stating, “Chiriquí is an area of great potential because we have forests, flora, fauna, and different experiences that we must promote to receive more visitors. We have an international airport and road infrastructure that enhance accessibility.”
Located strategically, the city of David serves as a hub for tourists, providing convenient overnight accommodations before they embark on adventures such as whale watching and exploring the Baru Volcano, all within an hour’s reach.
Ernesto (Tito) Orillac, President of Panama Travel Mart 2024, noted that “80 percent of the country’s tourism infrastructure is located in the capital and the Pacific area, while 80 percent of the tourist products are in the Caribbean and Pacific. Wholesalers from more than 12 countries have had the opportunity to experience these wonders firsthand.”
Orillac highlighted Panama Travel Mart’s priority markets, including the United States, Canada, Costa Rica, Colombia, Argentina, France, Spain, and Brazil, underlining the significance of connectivity from over 20 U.S. cities.
Known globally for the Panama Canal, which facilitates the passage of about five percent of the world’s products, Panama also boasts a wealth of experiences appealing to all types of visitors. The historic old town, a UNESCO World Heritage Site, features stunning colonial architecture, luxurious hotels, and acclaimed restaurants. Orillac remarked, “The trend is leaning towards gastronomy, showcasing a fusion of Afro-Antillean, Chinese, and Peruvian-Japanese influences. We currently have three restaurants listed in the Latin America’s 50 Best Restaurants.”
The city is also home to the vibrant Biomuseo, designed by renowned architect Frank Gehry, as well as Poin Panama, which features the largest glass gazebo in Central America, and thrilling activities such as ziplines and swings for adventure seekers.
Additional attractions include tours of rum distilleries, coffee farms in the highlands, and miles of inviting coastline. Orillac stated, “We have an exciting mix that allows us to offer a great deal of tourism.”
With this renewed focus on the tourism sector, local hotels are anticipating an increase in guest numbers, enhancing the overall value chain. Luis Ricardo Martínez, Vice President of the National Chamber of Tourism of Panama, shared, “The average benchmark for a hotel room is 1.5 people, and we are currently below one.”
Highlighting the Geisha Coffee Phenomenon
One of Panama’s standout tourist products is Geisha coffee, recognized as the most expensive coffee in the world. Grown in the mountainous region of Boquete in Chiriquí Province, at the foot of Baru Volcano, this coffee is a draw for ecotourism enthusiasts and coffee connoisseurs alike.
Wilford Lamastus, Manager of Lamastus Family Estate, explained, “The Geisha variety was discovered in 2004, and no better coffee has been found. Its unique growing conditions at approximately 6,500 feet, coupled with volcanic soil, beneficial microorganisms, and distinct microclimates, contribute to its exceptional quality.”
The Asian market is pivotal for the commercialization of this high-value coffee, which has fetched prices exceeding $10,000 per kilogram at auction. Notably, the 20-kilogram lot of Elida Geisha Natural from Lamastus Family Estate set a world record at the 2024 Nest Panama annual electronic auction, purchased by Japan’s Saza Coffee.
Lamastus elaborated on the tours available at the estate, which include discussions about the farm’s century-long history, exploration of different coffee varieties, and tastings that highlight the intricate flavor profiles and acidity levels.
Additionally, Tito Orillac noted that Geisha coffee has not only elevated Panama’s status in the coffee industry but has also become a significant tourist attraction in its own right.
Another appealing option for visitors is the Carta Vieja rum distillery, operational since 1915, where guests can learn about the rum production process and sample various products from this iconic Panamanian brand.
According to the World Travel and Tourism Council (WTTC), Panama’s tourism industry is projected to contribute $13.5 trillion to the country’s Gross Domestic Product in 2024, marking a 19.5 percent increase compared to 2019.
With its diverse offerings, Panama continues to position itself as a premier destination for travelers seeking both adventure and cultural experiences.