A. M. The Development Bank of Latin America and the Caribbean (CAF) has reported that Latin America and the Caribbean possess 50% of the world’s biodiversity, vast reserves of fresh water and strategic minerals, as well as unparalleled cultural wealth. However, the region is still working to consolidate a unified global identity that will allow it to capitalize on its enormous potential. At the International Economic Forum on Latin America and the Caribbean, held in Panama, tourism and development leaders discussed how to strengthen their presence in global markets.
During the event, Oscar Rueda, CAF’s Director of Tourism, highlighted the evolution of the Region Brand, an initiative that seeks to project Latin America and the Caribbean as a strategic tourism and investment destination. Its presentation in São Paulo, consolidation in Madrid during the International Tourism Fair (Fitur) and its global projection reinforce its importance for a joint positioning of the region.
Amora Carbajal, former vice-minister of Tourism of Peru, said that this initiative does not seek to replace the country brands, but to complement them with a unified image that represents the diversity and richness of the continent. “We are perceived as a unit, and it is time to assume it strategically to boost tourism and investment”, she said.
Gustavo Santos, regional director for the Americas of UN Tourism, emphasized that the Region Brand is more than a visual identity: it represents a declaration of principles. He highlighted the green as a symbol of sustainability, the red as a representation of Latin passion and the roads that reflect opportunities in tourism and trade.
The event concluded with a call to action by CAF and UN Tourism for countries to adopt this regional identity in their international promotion strategies. With a common narrative and a strong brand, Latin America and the Caribbean seek to position themselves as a key player in sustainable development and global investment.
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