Air Europa will provide four non-stop flights between Madrid and Panama City before the end of the year and massive promotion of Panama will begin in Europe. The Panama Tourism Authority (ATP) has signed an agreement with Air Europa that stipulates that before October of 2010 Air Europa, will offer the new route using a 299 passenger Airbus 330-200. Juan José Hidalgo, president of Air Europa's parent company, Globalia, says that the airline will promote this route which will give Spaniards and other Europeans excellent access to Panama, one of the "most attractive" destinations in Central America.
Panama's tourism administrator Salomón Shamah says the agreement opens the door to the European continent from Panama. As part of the agreement, Globalia will promote tourism to Panama over a three year period through its tourism subsidiaries. The Globalia group is the largest Spanish tourism agency with over $4 billion in revenue in 2008. It includes Travelplan, Air Europa, Halcón Viajes, Viajes Ecuador, Oasis Hotels, and Grupo Pepeworld.
According to their press release Globalia may acquire another tour operator this year but is not naming names. Air Europa, as part of Globalia, is well-positioned to develop tourism on its Madrid-Panama route as Air Europa's main business is tourism-related flights throughout Europe.