Where Strategy Meets Scale
The Panama Convention Center is emerging as a central pillar in Panama’s ambition to position itself as a leading global hub for meetings, incentives, conferences, and exhibitions (MICE).
Building from a Blank Canvas
Since opening in 2021, the Panama Convention Center (PCC) has rapidly transitioned from a new infrastructure project into a key driver of the country’s events industry. With no historical pipeline of events, the venue began as a true blank slate—an opportunity to build both strategy and market presence from the ground up. “It was a blank canvas—everything developed here has been the result of collective effort,” said Javier Araque, Senior Sales Manager.
Initial efforts focused on securing established local events, particularly trade fairs and association-led gatherings, before progressively expanding into international markets. This measured approach allowed the center to build credibility while aligning with Panama’s broader ambition to attract high-value global events.
Scale Driving Competitiveness
With 33,500 square meters of event space, including a 15,400-square-meter exhibition hall and a ballroom capacity of up to 4,000 attendees, the PCC has significantly expanded Panama’s ability to host large-scale events.
Its capacity to accommodate up to 15,000 participants in a single space marks a step-change for the country. Previously constrained by smaller venues, Panama can now compete for major international congresses and exhibitions requiring scale, flexibility, and integrated facilities.
A National Strategy in Motion
The PCC’s trajectory is closely tied to a coordinated national strategy led by the Autoridad de Turismo de Panamá (ATP) and Promtur Panamá. Together, these institutions have shaped a cohesive international positioning for the country, aligning infrastructure, promotion, and policy under a unified vision.
This coordination extends beyond branding. Incentives and promotional frameworks have been developed to attract international events, supporting organizers through financial, logistical, and institutional backing. Through PROMTUR Panama’s incentive program, international organizers can qualify for complimentary venue days at the Panama Convention Center based on the number of hotel room nights generated, creating significant cost advantages for large-scale congresses, conventions, and incentive travel groups.
The PCC also complements these initiatives with additional competitive advantages, including a Food & Beverage incentive program that can provide up to 100% discounts on ballroom rental fees depending on catering consumption. Combined with its tax-free operating structure — exempting services such as venue rental, setup, and catering from ITBMS taxes — the center positions Panama among the most competitive MICE destinations in the Americas.
These efforts are designed to reduce barriers to entry while enhancing Panama’s competitiveness in the global meetings industry.
“We work very closely with ATP and Promtur to ensure the destination message is consistent and reaches the right markets,” Araque said. “The alignment between public and private sectors is what allows Panama to compete at a higher level.”
Within this ecosystem, the Panama Convention Center operates as a strategic execution platform, translating national policy into tangible results through event delivery and client engagement.
Connecting Vision with Execution
A key component of this model is the role of Legends Global, the international firm responsible for the management and operation of the PCC. Its involvement ensures that Panama’s global positioning strategy is not only defined but consistently executed.
Legends Global, as the company overseeing the center’s comprehensive operations, guarantees that international promotion efforts are reflected in day-to-day performance. This alignment connects long-term national objectives with operational excellence, reinforcing the PCC’s role within an integrated ecosystem.
Global Recognition and Positioning
Panama’s growing prominence is increasingly reflected in international rankings. The country has consistently ranked among the top five destinations in Latin America for international meetings, according to the International Congress and Convention Association (ICCA), hosting 47 qualifying events in its most recent assessment.
Further reinforcing this trajectory, the Panama Convention Center has recently been recognized among the Top 100 Convention Centers in the World for 2026, highlighting its infrastructure quality, operational standards, and global competitiveness.
Events as Economic Engines
The impact of the PCC extends well beyond its walls. Major events generate significant economic spillovers across the hospitality, transportation, and tourism sectors.
Flagship gatherings such as Expocomer—now expanded into a multi-expo platform—demonstrate this effect, alongside events like the Latin Tire Expo, which attracts more than 15,000 participants and fully utilizes the venue’s exhibition capacity.
Looking ahead, the upcoming World of Coffee event is expected to bring global attention, with international competitors, exhibitors, and industry leaders converging in Panama. Such events not only generate immediate economic activity but also reinforce the country’s brand on the global stage.
“Events generate a ripple effect across the entire economy, from hotels and restaurants to transportation and tourism experiences,” Araque said.
Amador: A Growing Events District
The PCC’s location in the Amador Causeway places it at the center of a rapidly evolving district that blends business, tourism, and culture.
The area is becoming a dynamic cluster, integrating museums, a cruise terminal, hospitality developments, and gastronomic offerings. This ecosystem enhances the visitor experience while supporting broader urban and economic development.
“The vision is for Amador to evolve into a district where multiple activities converge, creating added value for events and visitors,” Araque said.
Looking Ahead
In less than five years, the Panama Convention Center has hosted 335 events and welcomed more than 750,000 visitors, with 76 events held in the past year alone. These figures reflect strong momentum, but the ambition extends further.
“Our goal is to continue supporting Panama’s positioning as a world-class destination for meetings and conventions,” Araque said. “We have the foundation, and now it’s about scaling that impact.”
