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Building “The Way”: Creating a Successful Tourism Brand for Panama and Its Consequences

In: Tourism in Latin America

Author

Listed:
  • Carla Guerrón Montero

    (University of Delaware)

Abstract

Panama’s new country brand (The Way) is tightly connected to its long history as a passageway. It also demonstrates the interest of Panama’s government in moving away from the suggestion that Panama’s economy, history, and cultures are exclusively connected to the Panama Canal. Given the historic, economic, cultural and political relevance of the Canal for Panama, how is it possible to explain these concerted efforts to move resources and attention away from it? This chapter attempts to answer this question. I discuss the success of the concerted efforts among the Panamanian government and tourism mediators to transform Panama from a perceived dangerous and somewhat obscure tourism location to a welcoming and attractive temporary and permanent multicultural destination. Conversely, I address the minimal success and improvement that these efforts have represented in the lives of ethnic populations engaged in the tourism industry, paying special attention to Afro-Antillean populations.

Suggested Citation

  • Carla Guerrón Montero, 2015. "Building “The Way”: Creating a Successful Tourism Brand for Panama and Its Consequences," Springer Books, in: Alexandre Panosso Netto & Luiz Gonzaga Godoi Trigo (ed.), Tourism in Latin America, edition 127, chapter 0, pages 191-205, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-05735-4_11
    DOI: 10.1007/978-3-319-05735-4_11
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