The recent article (below) in La Prensa is about Panama's participation in 35 international tourism fairs over the next year. I believe trade fairs are a viable way to get exposure for Panama's tourism industry, if done properly. I have attended several of fairs in the past where Panama has had a booth and I was less than impressed. It takes more than just presence to make a success at a highly competitive trade fair. It comes down to the attractiveness of the booth, the people who are there to do the promoting and the quality of the press kits and other literature you give away. People sitting behind a desk waiting for someone to come and show interest just won't cut it. Handing out fliers while smiling to passerby's gets you nowhere. I have done hundreds of industrial trade shows in my past life as an industrialist and success at large exhibitions depended on snappy innovative displays and high quality people who can make interesting presentations. It takes showmanship!
At tourism trade fairs you are competing in a world where the competition has many years of experience and their budgets are many times Panama's. Many will spend more on their displays in a single show than Panama will for the entire year. So how can Panama compete and garner the needed attention on a limited budget?
Here are a few ideas I came up with that feature natural and unnatural resources along with some natural and unnatural history.
What does Panama have in the way of natural resources you won't find anywhere else?
Six indigenous peoples with a wide diversity of dress and culture. You could have one or more of each of these tribes people dressed in their native costumes demonstrating various crafts or hunting techniques. Booth visitors could hear their language, see their style of dress (or undress) and learn a little about them.
What does Panama have in the way of unnatural resources you won't find anywhere else?
High speed Panama Canal Tour: A mock up of a ships stern where a visitor stands with a screen in front of them showing a one minute high speed video of a trip through the Panama canal. You can see it from a different perspective on youtube below.
What does Panama have in the way of natural history you won't find anywhere else?
Many Central and South American countries have wildlife in abundance, but none have a Frank Gehry museum of biodiversity that highlights them and their history. How about a mock up and brief video walk through?
What does Panama have in the way of unnatural history you won't find anywhere else?
One of the things I find most fascinating about Panama is it's history over the last 500 years. From the conquistadors and pirates who came to ransack the land of gold and silver, to the railroad and canal builders who came to take advantage of the more recent gold seekers of the 18th and 19th century on their way to the California gold rush. Along with this you have the vintages of three cities and an incredible story for each one. Panamá la Vieja (Old Panama), Casco Viejo (Old Quarter) and the new skyscraper city. All three should be highlighted with photos and someone fully knowledgeable about their history.
No one from the ATP has asked my opinion about this, but I feel compelled to share ideas because I have a vested interest in their success. I hope that they go further than photos of all the great beach resorts and lively city activity as they have done in the past. They need to hire and train quality people to make the presentations about the countries various aspects. In order to succeed in a market that is highly competitive and in decline, one has to be exceptional and innovative. Panama has all of the right ingredients of diversity, culture, history and technology. All it needs is to be presented in a coherent and interesting fashion. I would welcome everyone's ideas on this important matter.
From La Prensa;
Panama will have a presence in 35 international tourism fairs next year.
The Tourism Authority of Panama (ATP) recently published a 2010 calendar of fairs, which include some of the most important tourist events in the world, including World Travel Market in London, the ITB Berlin; Fitur in Madrid, or the Miami Seatrade, possibly the most important international competition in the cruise industry.
In addition to these appointments required, Panama will also present at fairs held in traditional key markets like New York and Washington, Orlando and the Canadian Tourism & Travel Show in North America or Colombia, Costa Rica, Brazil, Argentina or Mexico, in Latin America.
The North and East Europe are taking an increasing role as issuer of tourists and that Panama will attend fairs in Finland, Sweden, Poland and Russia.
The schedule has been prepared by the Tourism Authority, with the assistance of the private sector. The annual budget for fairs ATP is around $ 2 million.
"The presence at trade fairs is very important given that they come tour operators, which are those that create packages," said Jaime Campuzano, President of the National Tourism Council. In these events requires the joint efforts between the public and private, because the competition is between destinations, hotels or not among local operators.
Public authorities have the opportunity to make contacts with executives of major international operators or airlines, "so it's important senior attending ATP.
Another important aspect stressed Campuzano, is the quality of stand, location, and the presence of exhibitors.
"It is not just to be there, but to make an impact to attract attention from buyers," he said.
One of the challenges of Panama is to increase business involvement in the markets, because normally other destinations in the area, such as Costa Rica, are over-nourished and colorful.
In the neighboring country, the government supports financially to the companies who treasure the highest certification of sustainability.
The president of the Panamanian Association of Tourism Operators, Angel Paredes, requested that some funds are intended to help tour operators to seek new destinations. "
For Campuzano, the presence of companies in fairs grow as increasing the supply of tourism products in Panama.
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