Panama launches ‘Host to the World’ country brand

Panama has officially launched its new country brand, ‘Anfitrión del Mundo’ (Host to the World), a strategic initiative designed to strengthen the nation's international image. The campaign aims to boost the economy by focusing on five key pillars: investment, exports, tourism, logistics, and sustainability.

The brand leverages Panama's historical and geographical identity as a global crossroads, centered around the Panama Canal. According to Vice Foreign Minister Carlos Hoyos, the identity reflects the country's vocation for connection and its role as a bridge for culture and commerce. Minister of Tourism Gloria de León noted that the brand is the result of extensive national and international studies intended to define the country's unique 'DNA.'

The visual identity and the slogan, ‘receive with generosity, empower prosperity,’ are intended to project Panama as an open destination where diverse cultures, markets, and opportunities converge. The strategy seeks to capitalize on the country's logistical leadership, biodiversity, and stability to attract global business and travelers.