Thursday, January 23, 2025 UN Tourism and the Development Bank of Latin America and the Caribbean have entered into a collaboration to boost regional branding and advance sustainable tourism throughout the Americas. A newly inked Memorandum of Understanding between UN Tourism Secretary-General Zurab Pololikashvili and CAF Executive President Sergio Díaz-Granados focuses on raising the profile of the Latin American and Caribbean Regional Brand. Initiated by CAF, this branding strategy aims to draw more investment to the tourism sector, establish partnerships, and launch projects that will expand the region’s influence globally.
The agreement was formalized at the FITUR international tourism trade fair in Madrid, where it was outlined that the partnership would focus on areas of mutual interest to achieve their common goals. UN Tourism plans to incorporate and highlight the CAF Regional Brand in its regional communications and at its various events. Welcoming the signing, UN Tourism Secretary-General Zurab Pololikashvili says , “This agreement marks an important step towards enhancing the visibility of Latin America and the Caribbean’s rich tourism potential.
By joining forces with CAF, we can ensure a coordinated and sustainable approach to promoting regional tourism.” Representing a region rich in cultural, geographical, and economic diversity, the Latin American and Caribbean Regional Brand provides a unified and robust vision. With the support of UN Tourism, this .