Panama’s Model Tourism Program

06/11/09  Print This Post Print This Post    9 Comments   Popular   Written by Julie Schwietert
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Nothing about the director of Panama’s Tourism Authority is quite what outsiders might expect. And that might just be why tourism is the country’s fastest growing industry.

Feature photo via focuspublicationsint; Photo of Panama City, above: Carlos Adampol

Ruben Blades had a distinguished career before accepting his current position as Panama’s Minister of Tourism: he was a famous singer and actor who also happened to hold a law degree and once ran for the presidency of his country.

Perhaps that’s why he’s brought a creative approach to running the country’s Tourism Authority.

Since 2004, Blades has been in charge of stimulating tourism in Panama, a task at which he’s been successful: tourism is currently the country’s fastest growing industry.

But the job was hardly easy at the beginning. Though the country’s eco-diversity rivals neighboring Costa Rica, Panama didn’t have a reputation as a country that was fully committed to exploiting its natural resources in an environmentally sustainable way.

Then, there was the issue of safety. When Blades entered office, the country tended to be perceived by travelers as a dicey destination. The perception wasn’t helped by the American TV show, “Prison Break,” which was partially filmed in Panama and portrayed the country’s capital as a modern metropolis with a seedy, seething underbelly.

And finally, there were economic problems: mass unemployment on one end of the socioeconomic spectrum and mass corruption on the other.

Ruben Blades, far right, with a group of indigenous women

Blades hasn’t been able to solve these problems, of course, though he’s hardly been shy or silent about his opinions on these subjects. But one program he implemented tried–and seems to have succeeded–tackling at least two of these problems with a single initiative.

Blades’ ideas about how the tourism industry should be structured are hardly conventional. Shortly after taking office, Blades convened a group of former gang members to offer them an opportunity most found hard to turn down: earn a stipend and the possibility of a job after participating in a six month training program that would prepare them to serve as local guides.

The training, which consisted of courses in Panamanian history, service and hospitality, safety, and basic English, was so popular that the pilot program was extended and continues today. Though it started in the capital, where trained guides offer tours in the historic district, the program has also been extended to the country’s other main tourism zones.

While Matador hasn’t found any data to quantify the outcomes of the Panamanian tour guide training program with respect to guest satisfaction and guides’ long-term employment success, Blades’ pilot project seems to offer promise and could be a viable model for other countries’ tourism boards.

Community Connection:

Planning to visit Panama? Matador contributor Spencer Klein is our local expert, and he’s happy to answer any questions you might have.


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About the Author

Matador ID: collazo

Julie Schwietert is the managing editor of Matador Network. She contributed a chapter to the recently published book, The Voluntary Traveler, and is currently working on five features for Fodor's Puerto Rico, 6th Edition.

9 Comments... join the discussion!

  • Hal replied on June 11, 2009

    I feel like it’s easy to forget about Panama when considering a Central American getaway. Thanks for redirecting the spotlight, Julie.

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  • Ryan Van Lenning replied on June 11, 2009

    Very cool. Never heard of any program like that. It sure gets the imagination going with regard to bringing people in underground sectors into jobs in formal economies. How about post-prison job programs? Speaking of Panama, I loved my time there, though it was only over the border in Bocas de Toro.

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  • Ryukyu Mike replied on June 11, 2009

    I lived in Panama from 1969-72 and loved the place. Former gang members as tour guides; sounds cool. Hope they get paid well !

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  • Sam replied on June 12, 2009

    Amusingly enough it was through watching season 2 of prison break that I decided to include Panama in my travel plans. Long Sandy beaches, beautiful water, busy streets…whats not to like?

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  • Julie Schwietert replied on June 12, 2009

    Sam- Funny! I think the prison itself–and all the allusions of corruption–were certainly not flattering to Panama, though you’re right- some aspects of the show portrayed Panama City as highly attractive and utterly cosmopolitan.

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    • Sam replied to Julie Schwietert on June 12, 2009

      Well I never did watch the following season so I probably missed out on alot of the worst portrayals, but i think I can live without catching up until AFTER i visit. As it is my image of Panama is quite nice! ;-)

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  • Gary replied on July 12, 2009

    Unfortunately, mass unemployment in the United States continues to be on the rise as people struggle to survive this extremely bad economy. Our posting can update you on the latest bad economy and mass unemployment news.

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  • Stephen T. Hallett replied on July 19, 2009

    My wife and I went to Panama to explore investing and building a resort. There for less than 48 hours when we were attact in Colon robed of all belongings together with $4,000.00 in cash, and assulted. Worst exsperience ever!!!!!

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