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

Latin America and the Caribbean contains 50% of the planet's biodiversity, are home to the largest reserves of fresh water and strategic minerals and are the epicentre of incomparable cultural wealth. However, so far, the region is on the way to consolidating a unified global identity that will allow it to capitalize on its potential.

At the International Economic Forum for Latin America and the Caribbean, held in Panama, leaders in tourism and development debated precisely on how to strengthen the region's presence in global markets. Óscar Rueda, Director of Tourism at CAF; Amora Carbajal Schumacher, former Vice-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 assume their role as protagonists of sustainable development, high-value tourism and global investment, articulating their potential under a common identity.

During his speech, Óscar Rueda highlighted the evolution of the Region Brand since its first presentation in São Paulo, its consolidation in Madrid at the International Tourism Fair -Fitur and its global projection. “Latin America and the Caribbean represent only 15% of the world's territory but contain 50% of the planet's biodiversity. It is the world's natural, cultural and emotional reserve. The Regional Brand seeks to articulate this shared identity and turn it into a strategic advantage to attract tourism and investment,” said Rueda.

Amora Carbajal stressed that this brand does not seek to replace existing country brands, but rather to complement them, generating a unified image that promotes the region as a whole. “More than filling a void, the Regional Brand is an opportunity to show the diversity and richness of Latin America and the Caribbean on the global stage. They see us as a unit, and it is time to assume this and project it strategically,” she said.

A visual identity with global impact

Gustavo Santos, director of UN Tourism for the Americas, stressed the importance of strengthening a common narrative for the region. “This is not just a brand; it is a statement of identity. Latin America and the Caribbean is not just a region, it is the planet's reserve of sustainability and emotionality. We are the lungs of the world, with the Amazon absorbing 30% of global pollution, and we are the energy that the world needs. It is time to assume our role and promote ourselves with pride,” he emphasized.

Santos also highlighted the key elements of the Regional Brand’s visual identity, highlighting green as a symbol of sustainability, red representing the passion of Latin American and Caribbean people, and paths that reflect the diversity of opportunities in tourism, trade and investment.

Towards greater regional integration

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

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

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