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Tourism in Panama has grown steadily, becoming an economic pillar. In Los Santos, its potential is high due to its cultural and natural wealth, but it faces challenges in the quality of tourism services. This research analyzes the sector's logistical and administrative operations, identifying deficiencies and proposing strategies to enhance its competitiveness and sustainability. Through a qualitative approach, surveys were conducted with 78 businesses and 60 tourists, along with interviews with sector stakeholders and documentary analysis. Deficiencies were identified in infrastructure, connectivity, strategic planning, and sustainability, as well as gaps in staff training. Tourists expressed dissatisfaction with tourism information, customer service, and transportation. Businesses struggle with supply chain management and the adoption of sustainable practices, affecting service quality. The creation of a Sustainable Tourism Forum is proposed to strengthen cooperation between businesses, government, and academia, promote sustainable strategies, and improve the quality of tourism in Los Santos.
