Reputation Lab presented the results of the RepCore® Nations 2025 study in Panama at an event organised in conjunction with the Official Spanish Chamber of Commerce in Panama, which brought together institutional representatives and senior executives from leading companies. Among those in attendance was the Spanish Ambassador to Panama.
Held on October 9 at the Hotel Las Américas Golden Tower, the gathering offered a unique perspective on Panama’s international reputation and the mutual perception between Panama and Spain, within the framework of the global assessment conducted by Reputation Lab.
According to the analysis, Panama holds a moderate level of international reputation, roughly equivalent to the 40th position in the global ranking, placing it above the Latin American average. Its main strengths lie in sustainability and the economic environment, with notable attributes such as “commitment to fighting climate change,” “social well-being,” and “business-friendly environment.”
During the presentation, Fernando Prado, founding partner of Reputation Lab, stated: "Reputation is a high-value intangible asset with a real economic impact. Our analyses show that a one-point improvement in the reputation index translates, on average, into a 7.2% increase in international tourist arrivals and a 1% rise in foreign direct investment".
The comparative analysis between countries revealed significant differences in cross-perceptions. Panama is viewed more positively in Spain than in the G7 as a whole, especially in attributes like “safety” and “educated and trustworthy people.” Conversely, Spain—ranked 14th globally—receives lower ratings in Panama than it does internationally, presenting an opportunity to enhance its institutional and business visibility in the country. This event highlighted the value of national reputation as a lever for competitiveness, strengthening dialogue between companies and institutions, and establishing a strategic space to foster ties between Panama and Spain based on trust and cooperation.
