You spent 25 years building desire around brands in the private sector. The day you walked into the Panama Tourism Authority and saw accounts eight years overdue and an IDB loan in disarray — what did the marketer in you think, and what was your first task?

When I was appointed as Panama´s Minister of Tourism, the marketer in me  saw an opportunity to contribute and help strenghten what was already in place.  Coming from the private sector, I always believed in the value of strong foundations, so the focus of my team was to bring alignment to the institution. It´s about working together, and creating the right conditions to continue moving Panama´s tourism.

Panama has one of the most extraordinary geographic accidents in human history — a canal that connects two oceans, a city that touches two seas, an airport that reaches 89 cities. Most countries would kill for one of these assets. How do you avoid the trap of letting the infrastructure sell itself while the actual travel experience remains underdeveloped?

Our strategy has been very clear: move from being a transit point to becoming a destination. That´s why we´ve worked hand in hand with Copa Airlines and PROMTUR to turn connectivity into conversion through the Panama Stopover Program, transforming transit passengers into actual visitors. Yes, we are a global hub, but what truly defines Panama is what happens beyond the airport. It’s the ability to experience two oceans in one day, to connect with our  indigenous cultures, to explore our biodiversity, to taste our Geisha coffee which is considered one of the best in the world.  We are designing experiences, not just promoting assets.

You’ve bet aggressively on conventions and MICE tourism — 73 international congresses, 300,000 hotel nights. That’s a B2B strategy in a B2C world. How do you convert a congress delegate who came for a conference into a traveler who comes back with their family?

MICE is not just about meetings,  it’s about conversion. For us a congress delegate is not just a visitor, it’s  a future traveler.  Through programs like Panama Stopover, we are turning business trips into personal connections with the country. What we are doing is extending the experience: pre and post congress itineraries, curated cultural and nature experiences, and seamless connectivity through programs like Panama Stopover. We don’t want them to just attend an event , we want them to fall in love with Panama and come back with their families.

Our readers are high-net-worth travelers from the U.S. and Canada who move between Cartagena, the Galápagos, and Tuscany. Panama City is on their radar — but Bocas del Toro, San Blas, and Coiba still feel like insider secrets. What’s the luxury story Panama hasn’t told loudly enough yet?

Panama’s luxury story is not loud, and that’s its power. This is not mass luxury, this is conscious, authentic luxury. Private islands in San Blas, eco lodges in Coiba, overwater experiences in Bocas del Toro   all within a country that remains intimate and undiscovered. It’s luxury rooted in nature, culture, and exclusivity. The kind of luxury where privacy, authenticity, and access define the experience.

Forbes named Panama a gastronomic destination to watch in 2026. Panama City holds UNESCO Creative City of Gastronomy status. But when a traveler from San Diego or Toronto thinks of Panamanian food, they probably draw a blank. What is the dish, the chef, the dining experience that will change that?

Panama’s gastronomy is our next global statement… Panama doesn’t have one flavor, it has many, and that’s exactly what makes it unforgettable. What makes our gastronomy unique  is that  it reflects who we are, a crossroads of cultures, flavors, and traditions that come together in one place.  That identity is gaining international recognition, positioning Panama as a destination to visit.  Today we have several panamenian chefs recognized in the  Latin America’s 50 Best Restaurants, that is putting Panama on the global gastronomic map by telling  the story of Panama on a plate with indigenous roots, AfroCaribbean influence, and global technique. But beyond one restaurant, what we offer is diversity, from fine dining to local fondas.

Panama’s tourism revenue hit $6.5 billion in 2025 — nearly 10% of GDP. That is extraordinary economic weight. But tourism dollars don’t distribute themselves equally. Who in Panama is not yet benefiting from this boom, and what are you doing about it?

Tourism growth is only meaningful if it’s shared. Today, our focus is ensuring that the communities beyond Panama City are part of this success.   That’s why we are focused on decentralization  by empowering local entrepreneurs, strengthening community  tourism, and promoting initiatives like our national campaign focused to encourage locals and residents to rediscover our country, explore beyond the city, and connect with our authentic experiences across all regions.  For the first time we have a digital plataform, where travelers can access to plan their trips with trusted tourism providers, and exclusive offers, making it easier to plan trips inside Panama.

The Panama Stopover program exceeded 200,000 visitors in 2025 — surpassing its own goals. That’s a partnership model with Copa Airlines that actually worked! In a region where public-private collaboration often looks better on paper than in practice, what made this one different?

Panama Stopover works because it’s simple, strategic, and aligned. The partnership with Copa Airlines is built on a shared vision, turning connectivity into opportunity. The success of Panama Stopover proves that when public and private sectors align with clarity and focus, results follows.  

You led the Central American Tourism Council as Pro Tempore President. From that regional vantage point — are Panama, Costa Rica, Guatemala, and their neighbors competing against each other, or are they learning to sell Central America as a single, multi-destination journey?

We are learning that collaboration is the new competition. Central America is stronger when we present ourselves as a multi destination experience. A traveler can explore Panama’s modernity, Costa Rica’s biodiversity, and Guatemala’s heritage in one journey. Our role is to connect those experiences, we are expanding the journey together.

Panama is a dollarized economy, which means North American travelers face no currency friction whatsoever. The strong U.S. dollar gives our readers purchasing power almost nowhere else matches right now. Be specific — what can a traveler do in Panama for $1,000USD that would cost $4,000USD in Miami?

Panama offers extraordinary value without compromising quality. For example with $1,000, a traveler can enjoy a luxury boutique hotel in Panama City, dine at a world class restaurant, take a day trip to an island in the Pacific, and experience culture, nature, and gastronomy at a level that would cost significantly more in other cities. Here, value is not about being cheaper  it’s about offering more.

You built brands for 25 years before anyone called you “Minister.” If Panama were a brand on a shelf — not a country, not a government project, just a brand

If Panama were a brand, its promise would be simple… “Panama is where the world meets  and where every traveler finds more than they expected.”

We are not just a destination you visit,  we are a destination you discover, experience, and return to. Because in Panama, everything connects cultures, nature, people, and possibilities.