Panama is officially moving forward with a long-anticipated effort to create a national brand aimed at elevating its global reputation. Backed by a $6.5 million budget and a two-year rollout plan, the campaign seeks to reshape international perceptions of Panama while positioning the country as a competitive hub for tourism, business, talent attraction, and foreign investment.
While previous attempts by the private sector to establish a unified “country brand” lacked government support, this time the initiative is being spearheaded by Promtur – the country’s official destination marketing organization – with strong institutional backing and a clearly defined legal framework.
A Strategic Image Refresh for Panama
According to Salomón Shamah, Promtur’s Director General, the organization has finalized the terms of reference to contract a specialized firm to lead the creation, design, and implementation of the new brand. The company selected will be tasked with conducting a diagnostic analysis of Panama’s current image, market research, brand strategy development, audiovisual content production, and digital platform design, including a dedicated website and training manuals.
Significantly, the campaign will leverage the high visibility of the Tocumen International Airport – which sees nearly 20 million passengers a year – as a key staging ground for promoting the brand. Terminal 2 will feature an immersive audiovisual tunnel installation, while Terminal 1 will include domes showcasing Panama’s strengths across various sectors such as commerce, tourism, logistics, and culture.
Why This Matters for Real Estate Investors and Expats
A successful nation branding effort can have a far-reaching impact on the perception of a country’s stability, quality of life, and investment potential – factors that heavily influence real estate decisions.
For areas like Costa del Este, a rapidly growing upscale district in Panama City, and Boquete, a favorite among expats and retirees, the ripple effect of a well-executed brand campaign could lead to increased visibility among international buyers. Elevated global interest often results in increased property demand, higher occupancy in short-term rentals, and long-term appreciation in real estate values.
That said, branding alone cannot counteract internal challenges. As Shamah and business leaders noted, the effort must be aligned with real reforms that address social unrest, judicial credibility, and corruption concerns if Panama is to fully leverage this campaign.
Panama’s Soft Power Is on the Rise
Despite not having an official country brand to date, Panama climbed two spots in the 2024 Global Soft Power Index, landing at 67th globally and 6th in Latin America – outperforming countries like Costa Rica and Colombia. The index, developed by British consultancy Brand Finance, evaluates a nation’s influence through culture, diplomacy, business climate, and global reputation.
Giulia De Sanctis, President of the Panamanian Association of Business Executives (Apede), emphasized that the national brand must be “authentic and cohesive,” reflecting not just tourism assets but also Panama’s role as a financial and logistics hub, its democratic stability, and cultural diversity.
Gabriel Diez, President of the National Council of Private Enterprise (Conep), stressed that the brand should not be a marketing slogan but a shared national identity rooted in strategic collaboration between government, private sector, and civil society.
Long-Term Impact on Property Markets
While it’s too early to quantify the campaign’s direct impact on Panama’s real estate markets, experience from other countries shows that a coordinated branding strategy often contributes to stronger investor confidence and international appeal.
For instance, regions like Panama Pacifico, home to multinational headquarters and modern residential developments, stand to benefit from enhanced global recognition, especially if the brand successfully highlights Panama’s logistical advantages.
Similarly, expat-favored communities like Boquete may see renewed interest if Panama is positioned as a peaceful, business-friendly, and culturally rich destination with reliable infrastructure – all key points typically emphasized in successful branding efforts.
Final Thoughts
A national brand, if implemented with integrity and widespread support, could be a game changer for Panama’s international image and economic outlook. But it will require follow-through, not just flair, to deliver tangible results.
At Casa Solution, we’re keeping a close eye on how these developments may shape market trends and property values across Panama’s most desirable regions. If you’re considering investing or relocating, this might be an ideal time to evaluate opportunities as Panama steps into a new chapter of global engagement.
Looking to explore real estate in Panama? Let Casa Solution guide you with expert insights, exclusive listings, and unmatched local experience. Contact us today to begin your journey.
