Panama’s New Tourism Campaign Treats Remoteness as an Asset

The effort targets adventure-seeking travelers

VisitPanama

Panama is not for those seeking an all-inclusive, off-the-rack travel experience. The tiny country is remote, often hard to get to, and usually eclipsed in popularity as a travel destination by neighboring Costa Rica. In its first advertising campaign aimed at American and Canadian visitors, the Panama Tourism Authority turned these factors into an asset.

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@ChristineBirkne christine.birkner@adweek.com Christine Birkner is a Chicago-based freelance writer who covers marketing and advertising.