Discover America Forum Panama & Colombia 2026

Discover America Forum
The U.S. Commercial Service invites U.S. organizations such as destination management organizations (DMOs), attractions, airlines, car rental platforms, hotel booking platforms, insurance companies, tourism search engines, cruise lines, and any other U.S. travel companies that want to showcase their offer to take part in this in-person event.  This event will provide a unique opportunity for U.S. companies to reach key contacts in the travel industry in Panama City, Panama, and Bogota, Colombia, growing markets of travelers to the United States. The event is aimed at targeting more than 40 key local travel agencies, tour operators, travel wholesalers, and travel media in both countries.  

Panama

Panama’s strategic position as a bridge between North and South America has fostered significant air travel and tourism exchanges with the United States. The United States is the top international destination for Panamanians, with more than 700,000 passengers in 2024. In addition, there are 16 destinations in the United States with direct flights to/from Panama. Panamanians visit the United States for various reasons, including tourism, business, education, and family visits.

Colombia

Colombia’s steady economic growth, favorable exchange rates, and strong cultural ties with the United States make it a critical market for tourism promotion. The United States is the top international destination for Colombian travelers, with more than 1 million travelers in 2024, and approximately 311 weekly direct flights connecting cities like Bogotá, Cartagena, Pereira, Bucaramanga, and Armenia to the U.S. Colombian visitors typically spend 8–10 days in the U.S., visiting 2–3 cities or states per trip. Colombian travelers are motivated by leisure activities such as exploring iconic landmarks, shopping, gastronomy, and cultural experiences. They rate the United States highly for its diversity of attractions and ease of access.  


Event Details: 

Date

Panama City: Tuesday, September 15, 2026 | Time: 2pm-6pm

Bogota, Colombia: Thursday, September 17, 2026 | Time: 8am-12pm

Location

Panama City, Panama: U.S. Embassy Panama 

Bogota, Colombia: U.S. Embassy Bogota

Cost

$450 USD for one country 

$700 USD for two countries 

For questions, please contact: 

Panama: 

Fabiana Ortega, Commercial Specialist 
Fabiana.ortega@trade.gov 

Colombia: 

Norcia Ward, Commercial Specialist 
Norcia.WardMarin@trade.gov