Jesus Sierra Victoria, Panama’s Tourism Minister

Within the framework of 2015 International Tourism Fair (FITUR is the Spanish acronym) we sat down with Jesus Sierra Victoria, Panama’s Tourism Minister, who talked with us about the new policy applied by that country in terms of international tourism, the development potential of Playa Blanca and possible benefit for Panama related to the new context of Cuba – United States relation.

What’s Panama’s new policy in terms of international tourism and what are the main elements?
We have strongly worked on the airlift issue in this period. Air Canada is flying to Panama,  Aeromexico will start doing it in April, Lufthansa in November and we’re negotiating with Alitalia, Emirates and other airlines. So, we’re fostering airlift from our hub, Tocumen’s International Airport, as a way to attract and bring in tourists and visitors, not only related to the MICE segment, which is very important in our country, but also traveling to Panama as a green destination, with beaches, shopping, mountain tourism, family tourism, health tourism.

Panama has historically been a hub for Cuba and an absolutely complementary destination. In the light of the USA – Cuba talks, do you think that Copa’s six connections in alliance with United Airlines and cruises sailing across the canal can be some of the pillars for this opening and also benefit Panama?
Cuba is going to grow as a strong destination, I was about time. The island nation has plenty of history and numerous tourism products. That complements us all. I don’t see it as a competition, but as a complement of everything we offer in America. It’s a complement that helps us attract more tourists from different continents.

The previous Panamanian administration had excellent results related to infrastructure, taxis, subway, new roads, beaches and new airports. Is there any policy aimed at opening new airports in Panama?
We’re not planning to open any new airport at the moment, we’re only enhancing Tocumen’s international airport and, after the second stage we’ll develop a third one, since new airlines are coming and the airport needs more spaces. We’re giving more value to runways in such regions as Pedasi, Bocas del Toro, Ribato and Colon province. Those are spectacular landing strips that receive just a few airplanes, mainly charters. We’re going to improve those runways in an effort to use them all. I believe that, in the near future, they are not going to be enough and we’ll have to build new ones.

Is Albrook going to grow even more?
Albrook will keep on growing. Air Panama and other airlines are flying from there, so Albrook needs to be enlarged, with certain limitations because it’s a specific terrain, but it needs further space.

As for the development of Playa Blanca, of all the area through Colombia, is it being offered to international companies?
Yes, and it’s not only about that region, but Colon’s low coast. They are gorgeous beach areas, opened to the Caribbean Sea, a very quiet sea with crystal-clear waters, no waves. Actually, we have invited Mrs. Carmen Riu to visit us in these areas, as she owns two hotels in Panama City and she might be interested in having one in that Caribbean area. We’re working to build new infrastructure, roads in that area.

Are you targeting any emerging market, like the Russian or any other European market?
We’re presently only looking at the German market, as it’s linked to the airlift we’re going to have. We have been surprised by the Brazilian market and we’re working with them. That market already represents 27 – 28 per cent of the tourists that are visiting us and they are not looking for the beach destination, but shopping.

Are you planning to support new European airlines willing to fly to Panama?
Yes, of course. We’re working on it. We always sit down, negotiate and offer them incentive packages, at least for first three years, not only for them, but for their operation infrastructure. These incentive packages entail a commitment so the target country also promotes Panama as a tourism destination.