Latin America and the Caribbean: The Region with the Greatest Potential for Tourism and Global Investment

Latin America and the Caribbean hold 50% of the planet’s biodiversity, boast the largest reserves of freshwater and strategic minerals, and are the epicenter of an unparalleled cultural richness. However, the region is still on the path to consolidating a unified global identity that will allow it to fully capitalize on its potential.

At the Latin America and the Caribbean International Economic Forum held in Panama, leaders in tourism and development discussed how to strengthen the region’s presence in global markets. Óscar Rueda, CAF’s Tourism Director; Amora Carbajal Schumacher, former Deputy Minister of Tourism of Peru and former President of Promperú; and Gustavo Santos, Regional Director for the Americas at UN Tourism, agreed that Latin America and the Caribbean must embrace their role as a key player in sustainable development, high-value tourism, and global investment by uniting their potential under a common identity.

During his remarks, Óscar Rueda highlighted the evolution of the Regional Brand from its initial launch in São Paulo to its consolidation in Madrid at the International Tourism Fair (FITUR) and its growing global reach.

"Latin America and the Caribbean represent only 15% of the world’s land area, yet they hold 50% of the planet’s biodiversity. It is the world’s natural, cultural, and emotional reserve. The Regional Brand aims to unify this shared identity and turn it into a strategic advantage to attract tourism and investment," Rueda stated.

For her part, Amora Carbajal emphasized that this brand does not intend to replace existing national brands but rather to complement them, creating a unified image that promotes the region as a whole. "Rather than filling a void, the Regional Brand is an opportunity to showcase Latin America's and the Caribbean's diversity and richness on the global stage. The world sees us as a single entity, and it’s time we embrace and project that strategically," she noted.

A Visual Identity with Global Impact

Gustavo Santos, UN Tourism’s Regional Director for the Americas, stressed the importance of strengthening a common narrative for the region. "This is not just a brand; it is a declaration of identity. Latin America and the Caribbean are not just a region; they are the reserve of sustainability and emotional richness for the planet. We are the lungs of the world, with the Amazon absorbing 30% of global pollution, and we are the energy the world needs. It is time to embrace our role and project ourselves with pride," he emphasized.

Santos also highlighted the key elements of the Regional Brand’s visual identity, underscoring green as a symbol of sustainability, red representing the passion of Latin Americans, and the pathways reflecting the diversity of opportunities in tourism, trade, and investment.

Towards Greater Regional Integration

The event concluded with a call to action from CAF and UN Tourism for countries in the region to adopt and integrate the Regional Brand into their international promotion strategies.

"Every path is an opportunity, and at CAF, we want to support the region in its consolidation as a key player on the global stage. The adoption of the Regional Brand will be essential for its success," Rueda concluded.

With this presentation, the Regional Brand takes another step forward in its positioning as a symbol of integration and global projection for Latin America and the Caribbean, establishing itself as a bridge between the region’s opportunities and the world.