Hotelbeds has bolstered its presence in Central America having signed a year-long deal with destination management organisation PROMTUR Panama.
The global bedbank delivers over 100,000 incoming passenger to the region from 80 source markets and partners with more than 130 hotels and activities suppliers.
Hotelbeds said it “strongly believes that Panama has enormous potential to grow and become one of the top producing destinations within its LATAM portfolio”.
The tie-up will see distribution through Bedsonline, which works with retail travel agencies and Hotelbeds for wholesale distribution.
A new campaign will aim to place Panama on the radar of more than 60,000 travel trade buyers.
Gareth Matthews, global marketing and communications director at Hotelbeds, said: “We are really pleased to enter into this partnership with PROMTUR Panama.
“With the demand we continue to see for Latin American destinations, we believe Panama delivers all the qualities that international leisure travellers are looking for – a modern international city, amazing beaches, unique cuisine and culture and of course eco-tourism offerings that are truly breath-taking.
“We are excited to grow our partnership with Panama for many years to come.”
Woodrow Oldford, chief marketing officer for PROMTUR Panama, added; “Panama is pleased to begin a long-term partnership with Hotelbeds.
“The launch of our alliance with Hotelbeds is a strategic move for us in kick-starting tourism in Panama.
“We see the value of partnering with industry leaders to reach and educate others in the travel industry.
“There is a pent-up demand for travel, and we believe Hotelbeds will be a key part of tapping into the demand and ensuring our future success.”