PANAMA TOURISM AUTHORITY APPOINTS TRAVEL LIFESTYLE NETWORK FOR GLOBAL MICE MARKETING

PANAMA CITY, Panama (May 6, 2026) – The Panama Tourism Authority (ATP) has awarded Alfabétiko, member of the Travel Lifestyle Network (TLN), the world’s leading independent network of travel and lifestyle communications agencies, a one-year contract to lead its global MICE (Meetings, Incentives, Conferences and Exhibitions) marketing efforts.

The account will be led in Spain, TLN’s Iberian member agency, and will activate a coordinated strategy across 14 countries, including United States, Canadá, France and Argentina, leveraging TLN’s global network of travel and lifestyle specialists.

Zapwater Communications will lead the United States component of the program, supporting strategic media relations, industry engagement, and thought leadership initiatives designed to strengthen Panama’s presence in the U.S. meetings and events market.

The integrated communications initiative will focus on positioning Panama as a premier destination for international meetings, incentives, conventions and exhibitions, driving awareness and demand among event planners, corporate decision-makers, and industry stakeholders worldwide.

“Winning this global MICE mandate reflects the strength of TLN’s collaborative model and our deep expertise in travel and destination marketing,” said Eduard Moret, CEO of Alfabetiko. “Together with our partner agencies, including Zapwater Communications in the United States, we are excited to showcase Panama’s exceptional infrastructure, connectivity, and cultural richness to the global events community.”

Panama has introduced a special incentive program designed to support event planners facing unforeseen changes. Under the “Connect with Confidence” initiative, international events that need to be relocated due to force majeure circumstances can benefit from a 10% incentive when choosing Panama as their new host destination. This program reinforces the country’s commitment to flexibility, reliability, and partnership, ensuring organizers can confidently move forward while delivering successful events.

Combined with its strategic geographic location, world-class convention facilities such as the Panama Convention Center, and seamless connectivity through Tocumen International Airport, Panama continues to strengthen its position as a leading destination for international conferences, incentive programs, and global business events.