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How Content Marketing Helped Panama Break Tourism Records

121K+

New Followers

185%

Increase in Organic Engagement

55%

Increase in Spontaneous Awareness

Approach

Panama wanted to reposition itself beyond the canal and inspire travelers to explore its culture, biodiversity, and communities. Like many destinations, it faced the challenge of standing out, driving growth responsibly, and reaching new audiences.

Beautiful Destinations partnered with the Panama Tourism Authority to bring the country’s “Plan Maestro de Turismo Sostenible” to life through storytelling and social content. Our global creator network captured authentic, on-the-ground moments that reflected Panama’s sustainable ethos.

Through high-impact visuals, creator-led storytelling, and data-driven amplification, we positioned Panama as a destination for conscious explorers—those who travel with purpose and leave a positive footprint.

 

Results

This campaign proved that smart, authentic content can drive both digital momentum and real visitor growth - turning social inspiration into measurable tourism outcomes.

In 2024, Panama welcomed 2.78 million international visitors — a 10% increase year over year and 12% above pre-pandemic levels in 2019.

Furthermore, we drove:

+121,000 new followers

+185% organic engagement growth

+55% increase in spontaneous awareness

Impact

Panama has become a benchmark for sustainable tourism success. By connecting marketing with conservation and community impact, the country attracted higher-value visitors and dispersed benefits beyond traditional hotspots.

The partnership boosted economic value while reinforcing Panama’s reputation as a leader in responsible travel.

For DMOs, Panama demonstrates how investing in authenticity and impact transforms content into a catalyst for real-world change.

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