In an effort to strengthen its tourism sector, Panama through PROMTUR, the Panamanian Tourism Tourism Authority announced a strategic partnership with Visa that will allow the Central American country to have access to the Visa Destination Insights platform, which offers intelligence based on aggregate and despersonalized data from transactions made with Visa Cards to use it as a driver to attract more tourists.
The information provided by the platform will make it possible to identify consumption trends, visitor profiles by country of origin, purchasing behaviour and traveller prefereces, among other key indicators and an use of advanced data analysis tools to design more effective international promotion strategies and to boost the demand of visitors to the country.
The initiative seeks to optimize international marketing campaigns and increase Panama’s competitiveness as a tourist destination, in a sector that approximately represents thr 8% of the country GDP, Gross Domestic Product.
The tool will also allow the Panamanian private sector, including microenterprises and tourism services providers, to adapt their offer to the preferences and beahviours of travellers, thus strengthening public - private collaboration.
Visa Destination Insights has been implemented in various destinations around the world, demonstrating its usefulness in guiding tourism development policies and improving the visitor experience and Panama decided to use it in a strategic plan to enhance its tourism potential.
The Minister of Tourism Gloria de León Zubieta, said that this initiative will benefit the local tourism industry, as it will allow strategic decisions to be made based on data intelligence.
The General Manager of Visa Panama, Liz Marie Pareja highlighted that this collaboration represents an opportunity to add value to the efforts of PROMTUR, and the Panama Tourism Authority, contributing with valuable information that supports planning in one of the most important economic engines of the country.
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