Ms. Ivy Vergara, a strong promoter of tourism in Azuero.

Last November, a total of six travel/hospitality companies from the region of Azuero, in central Panama, invited The Visitor to witness the creation of the first tourism business cluster in the interior provinces.

During a recent tour of the region, we visited the city of Chitré to meet with the cluster’s members. "The project has matured during the last six months. Everything is going as smooth as planned", said tourist guide Ivy Vergara.

The group is currently giving the final touches to the marketing strategies of a plan entitled "La Ruta Eco-Cultural de Azuero" (The Ecological-Cultural Route of Azuero), which, as its name suggests, focuses on the region’s forte: a varied natural landscape and a rich, centuries’-old cultural tradition.

"Our goal is to unify forces to become a single, identifiable destination both at the national and international level by the year 2007", said Ms. Vergara. The Azuero tourism cluster currently encompasses tour operators, travel agencies, hotels and restaurants of the provinces of Herrera and Los Santos.

Members of the Azuero Tourism Cluster.

Local government authorities, such as Mr. Eduardo Cerna, mayor of Chitré, has also joined the effort and is carrying out a program to refurbish landmarks and the public infrastructure of a region which, despite its enormous potential (excellent roads, national parks, good hotels, numerous annual festivals) is only visited en mass during the annual pre-Lenten Carnivals (February/March).

In addition to the marketing campaign, which includes the publishing of printed promotional material and special fam trips to the region, the Azuero Tourism Cluster is also preparing a map showing the most important attractions of both provinces. Plans also include the use of road signs along the Pan-American Highway to motivate drivers to visit the peninsula.

A night image of the Cathedral of Chitré, province of Herrera. Provincial authorities are refurbishing the most important larnmarks of the area.

The Panamanian Hotel Association (APATEL) and CoSAE, Panama's Private-Sector Educational Assistance Program, has launched a new series of seminars and workshops designed for members of the travel/hospitality industry. These seminars are carried out through CoSPAE's PRODUCE program, designed to promote productivity and positive business values among industry members.

The seminars will be offered nationwide, and will cover topics such as operations' security for hotel employees, foods & beverages, waiting services, quality control, inventory control, events organization and sales tactics, among others.

Approximately 400 tourism workers are expected to take part in these seminars, the cost of which is free.

APATEL is one of the main components of Panama's Chamber of Tourism, the largest, private-industry tourism organization.