Panama has launched its new tourism brand platform anchored by the tagline “Live for More.” The brand is rooted in the country’s sustainable tourism vision and inspired by its culture, history and biodiversity.
“Utilizing our five-year ‘Master Plan for Sustainable Tourism’ as a roadmap for the decentralized development of the industry, we’re reimagining our approach to sustainability through tourism by investing in our country’s vibrant and unique attributes, while empowering local communities,” said Ivan Eskildsen, Panama’s tourism minister, in a press statement. “This includes our culture, natural wonders and, most importantly, our people who are the heartbeat of Panama.”
Drawing on Panama’s heritage as the “bridge of the world,” “Live for More” aims to convey that the country is a purpose-led destination that teems with life and connects travelers to its cultural roots. The initial launch leads with immersive visuals including a new logo, film, a redesigned website, new photography and digital content published across the brand’s social media channels.
Fernando Fondevila, PROMTUR Panama’s chief executive officer said in a press release that the new brand platform captures the essence of Panama’s offerings as an immersive, inclusive and enriching destination.
The “Live for More” brand platform is founded on Panama’s "Master Plan for Sustainable Tourism," recently recognized by UNESCO as an example of innovation and sustainability, highlighting the country’s tourism routes. The plan reactivates Panama’s Tourism, Conservation and Research (TCI) strategy, and focuses on three core areas: Cultural Heritage (multifaceted culture), Green Heritage (biodiversity) and Blue Heritage (ocean wonders).
“Combined with our Master Plan, the launch of this new brand is a pivotal step in attracting quality travelers that aspire to make a difference, serving as a catalyst to improve the quality of life of local communities, while conserving and protecting our natural and cultural resources,” added Eskildsen.
For more information, visit www.visitpanama.com.
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