Trade Show Executive考察巴拿马：解析巴拿马会议中心设施优势与“世界咖啡”活动联动效应

PANAMA CITY — At the end of October, the Panama Convention Center team welcomed journalists from global trade publications to Panama to visit event offerings in Panama City and Boquete, including access to the first World of Coffee event to take place in the country. 

Trade Show Executive was on the ground in Panama to understand what show organizers can expect when hosting an event at the Panama Convention Center, and what competitive advantages the country offers for international events. 

Panama Convention Center

Located in Panama City is one of Latin America’s largest venues, the Panama Convention Center. Managed by venue management company Legends Global and led by its General Manager, Pablo De La Guardia, who was appointed to the position in July 2026, the convention center features state-of-the-art design and high-tech capabilities. 

“For organizers, our approach is to understand the event’s objectives and identify the right connections within the destination. Depending on the sector, this may involve tourism authorities, relevant institutions, industry associations or the local business community,” De La Guardia said. “A trade exhibition and an association congress have different needs, so coordination should reflect those differences. Any incentives or institutional support must be assessed individually, based on eligibility and the scope of the event.” 

The convention center, which officially opened its doors in 2021, has positioned itself as a premier destination for global events. With strong connectivity to Tocumen International Airport, in its first five years of operations, the Panama Convention Center welcomed more than 795,000 attendees, 226,000-plus of them being international visitors, across 387 events. 

With 165,800 square feet of exhibition space, the facility is classified by Trade Show Executive (TSE) as a Tier III Midsized venue. According to TSE’s 2026 Midsize Convention Centers Report data, the Panama Convention Center would fall between the Albuquerque Convention Center (167,562 sf of prime exhibit space) and the San Jose McEnery Convention Center (165,000 sf of prime exhibit space). 

Within the exhibition hall, there is a utility box for electric and internet every nine meters, with separate boxes for compressed air, water and drainage. Across the hall there are 360 rigging points.  

“What makes that infrastructure valuable is what it enables: Organizers can plan around the needs of their exhibitors and audiences, whether that means equipment demonstrations, elaborate displays or several activities taking place simultaneously,” De La Guardia said.

The facility also has 16 meeting rooms and a large divisible ballroom overlooking the Bridge of the Americas. Plenty of digital signage throughout the center ensures ample branding and sponsorship opportunities for organizers and their customers.

The convention center overall can accommodate up to 21,000 attendees at a time.

The only exclusive service in the Panama Convention Center is F&B. The facility’s culinary team is up to the task with classically trained chefs, plenty of local ingredients and strong capacity. The kitchen can serve 6,000 people at a time in buffet-style; 15,000 boxed lunches; and up to 1,400 people in a plated three-course setting.  

The Panama Advantage 

Panama is aiming to position itself as the No. 1 destination in Latin America, and has adopted the branding “Panama, Host of the World,” to reflect its ambitious goals.  

“For U.S. organizers looking to expand their event’s reach across Latin America, that positioning offers a clear advantage: direct flights from major U.S. cities, extensive air connections throughout the region and the convenience of using the U.S. dollar,” De La Guardia said. “Together, these make Panama a practical destination for bringing international audiences together.” 

The country of Panama knows how valuable hosting business events can be for an economy — that’s why there are plenty of economic incentives in place for organizers bringing their event to Panama.  

PROMTUR Panama, the country’s DMO, works closely with organizers to ensure high-impact events feel valued. The DMO can help arrange fast-track service at the airport for easy arrival of event attendees, and based on a case-by-case evaluation, can help secure significant discounts on room block rates for events surpassing certain room night commitments and potential media impact. The team can also help secure discounted airfare through Copa Airlines, the flag carrier of Panama.

“Panama also has a long track record of welcoming international business travelers and hosting major global gatherings,” De La Guardia said. “Its established hospitality industry, experienced local providers and modern infrastructure help organizers plan with confidence, with security arrangements tailored to each event. For delegates, that means access to the services and support that make an international visit comfortable and enjoyable.” 

Cultural Highlights to Surprise and Delight Visitors

Just a short drive away from the Panama Convention Center is the city’s historic district, Casco Viejo. With its UNESCO World Heritage Site recognition, the historic architecture and cobblestone roads transport visitors back to the modern city’s 1670s roots. Due to fires in the 18th century, colonial-style architecture is joined by Afro-Antillean buildings constructed in the late 19th and early 20th centuries.  

Casco Viejo has transformed in recent years into a hub for restaurants, boutique hotels with unique meeting spaces, museums and nightclubs. Specialty chocolate shops and geisha coffee experiences, which are seeing a surge in popularity and consumption, can also be found in the quarter. 

Probably the most famous spot in all of the country, and its crown jewel, is the Panama Canal. This engineering marvel is worth the fanfare.  

TSE visited the Miraflores Visitor Center, which overlooks one of the canal locks and provides visitors with an up-close view of ships traversing the canal.  

The visitor center also features an IMAX Theatre that shows a 3D movie about the history of the Panama Canal and its operations. The film’s culturally significant subject is fittingly narrated by Morgan Freeman.  

“Beyond the event itself, Panama offers a compelling tourism experience. Delegates can discover the Panama Canal, explore the historic streets of Casco Antiguo, enjoy the city’s diverse gastronomy or extend their stay to experience our rainforests, beaches and islands,” said De La Guardia. “It is a destination where a business trip can become an opportunity to discover much more. Our invitation is to visit, meet our team and see how Panama can support your event’s next stage of growth.” 

World of Coffee Drives Farm Visits

The ability to leverage industry and intellectual capital and connect event visitors to the root of its sector was on full display during World of Coffee Panama 2026.

Related. Highlights from Day One of World of Coffee Panama 2026 

For a country with limited export capacity and industry, Geisha coffee has proven to be a leverageable draw for Panama. In the specialty coffee market, Geisha coffee from Panama has some of the highest price tags in the world, and its small supply makes it even more valuable.  

The variety was relatively unknown until its recognition in the Best of Panama competition in 2004 from Hacienda La Esmeralda, located in Boquete. Now, the coffee can be sold for upwards of $10,000 per pound.  

The sudden stardom of the variety has led to an explosion of the coffee industry in the country. While in Panama, individuals who were on tours of the coffee farms in Boquete were attending or exhibiting in the World of Coffee event just days later, meaning some eventgoers traveled more than 280 miles while in the country to check out where the coffee they’d later try at the show was grown. 

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