29 Mar Panama’s Country Brand – 7th on Regional Ranking
Panama’s destination brand is in the 7th position in Latin America and 41th position worldwide. This information was specified by the international exhibitor Tarsila Fercher Geis, representative of the Swiss Education Group, during the seminar “Marca Destino”, organized By the Tourism Authority of Panama and the Institute for Training of Human Resources (IFARHU by its initials in Spanish).
Fercher spent two weeks teaching seminars in the cities of David, Chitre and Panama to hotel partners, travel agencies, tour operators, teachers and students. The expert said that the destination brand is better conceived and the most drastic change in positive perception has occurred in the last three years. “This means that Panama is on the map and that people recognize it and start talking more about the country,” she said.
The brand development expert referred to the Latin America Country Brand Report 2015-2016 of the consulting firm FutureBrand, which indicates that Panama is one of the safest countries in the region. This report was conducted in 15 countries on different continents, surveying 2,000 frequent leisure and business travelers, aged between 21 and 65 years. In fact, participants from the United States indicated that the Country arouses greater confidence for its security. Prominent Russian participants mentioned that Panama is known for its iconic Canal, as well as the Indigenous tribes, skyscrapers, tropical forests and beaches.
The goal of strengthening the Country’s brand is to generate greater economic growth, attract tourists and investors and spread the differentiating values of the national offer. In this sense, the expert emphasizes the importance of the Country’s identity through its attributes. For example: culture, gastronomy, geography, history, famous people, products and services. It means that all the differentiating elements that allow to create a sustainable integrated tourism proposal.The results also explained the 7 steps in the brand development based on who the client is. In this case it is the tourist, and reaffirmed that in the brand design the emotional factor is very important. “Everything we do to promote any product or region has to have an emotional context for the customer, who identifies with it,” Fercher said.