The United Nations Tourism Organisation (UN Tourism) and the Development Bank of Latin America and the Caribbean (CAF) have signed a Memorandum of Understanding to promote regional branding and sustainable tourism development in the Americas. The agreement, witnessed by Spanish Tourism Minister Jordi Hereu, underscores a shared commitment to enhancing the visibility of the Latin America and Caribbean Regional Brand.
The CAF-developed Regional Brand aims to attract increased investment in tourism, foster strategic partnerships, and create initiatives that position the region as a key player on the global tourism stage. The collaboration was formalised during the FITUR international tourism fair in Madrid.
The memorandum outlines areas of mutual interest for the two organisations, focusing on using and promoting the Regional Brand in communications and events centred on Latin America and the Caribbean. By leveraging their combined expertise, the partnership seeks to develop a coordinated approach to tourism promotion that aligns with sustainable development goals.
UN Tourism Secretary General Zurab Pololikashvili highlighted the agreement’s significance, noting that it provides a pathway for showcasing the region’s rich cultural and geographical diversity while fostering sustainable growth in the tourism sector. CAF Executive President Sergio Diaz-Granados praised the Regional Brand as a unique tool for presenting a unified vision of the region, emphasising its potential to drive economic growth and create new opportunities.
Through this collaboration, UN Tourism and CAF aim to unlock the full potential of the tourism industry in Latin America and the Caribbean, ensuring its contributions to regional growth and sustainability are maximised.
