UN Tourism and the Development Bank of Latin America and the Caribbean (CAF) have signed a new agreement to strengthen regional branding and promote sustainable tourism across the Americas.
The partnership was formalized through a Memorandum of Understanding (MoU) signed by UN Tourism Secretary-General Zurab Pololikashvili and CAF Executive President Sergio Díaz-Granados. The agreement focuses on enhancing the Latin American and Caribbean Regional Brand, a CAF-led initiative designed to attract investment, foster partnerships, and develop projects that increase the region’s global influence.
The signing took place at the FITUR international tourism trade fair in Madrid. The collaboration will center on shared priorities, with UN Tourism integrating the CAF Regional Brand into its regional communications and events.
UN Tourism Secretary-General Zurab Pololikashvili welcomed the agreement, stating, “This partnership is a significant step toward showcasing the tourism potential of Latin America and the Caribbean. By working with CAF, we can ensure a coordinated and sustainable approach to promoting the region.”
The Latin American and Caribbean Regional Brand represents a region known for its cultural, geographical, and economic diversity. The initiative aims to unify the region’s image and strengthen its global presence. With UN Tourism’s support, the partnership is expected to drive growth in the tourism sector, creating new opportunities and boosting regional development.
CAF Executive President Sergio Díaz-Granados emphasized the region’s unique appeal, saying, “Latin America and the Caribbean is a diverse and vibrant region. The Regional Brand provides a unified vision, and with UN Tourism’s support, we can promote and expand the tourism sector, increasing its impact on growth and opportunity.”
This collaboration marks a strategic effort to position the Americas as a leading destination for sustainable tourism while fostering economic and social benefits for the region.
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