UN Tourism and CAF Strengthen Collaboration to Promote Regional Branding and Sustainable Tourism

UN Tourism and CAF Join Forces for Sustainable Regional Branding 

UN Tourism and the Development Bank of Latin America and the Caribbean will collaborate to promote regional branding and encourage sustainable development through tourism throughout the Americas.

A new Memorandum of Understanding signed by UN Tourism Secretary-General Zurab Pololikashvili and CAF Executive President Sergio Díaz-Granados aims to enhance the visibility of the Regional Brand of Latin America and the Caribbean. CAF created the Brand to attract more investment in tourism, foster partnerships, develop initiatives that drive the region’s growth, and help it achieve a more prominent role globally.

The MoU, signed at the FITUR international tourism trade fair in Madrid, identifies areas of common interest and encourages the two parties to work together to achieve shared objectives. Moving forward, UN Tourism will use and promote the CAF Regional Brand of Latin America and the Caribbean in its communications focused on the region and at its 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.”

Latin America and the Caribbean are highly diverse cultural, geographic, and economic regions. The Regional Brand presents a unified and robust vision for the entire area. With UN Tourism’s support, this initiative will help promote and expand the tourism sector, enhancing its contribution to growth and opportunity.

CAF Executive President Sergio Díaz-Granados added, “Latin America and the Caribbean is an incredibly diverse region, culturally, geographically, and economically. The Regional Brand offers a single, strong vision of the whole region. With the support of UN Tourism, it will help us promote and grow the tourism sector and boost its impact on growth and opportunity.”