PURPOSES OF THE BRAND

 

Representing Latin America and the Caribbean in a single image is a challenge due to the vast cultural, geographical, and social diversity. However, this diversity offers a unique opportunity to unify the region under a common identity. That’s why CAF has driven the creation of the Regional Brand, a tool that internationally projects what unites Latin Americans and Caribbeans. This brand seeks to strengthen the region’s voice globally, promote investments, boost tourism, and position Latin America and the Caribbean as a region capable of offering solutions to major global challenges.

What Do We Aim For?

The first priority is to position Latin America and the Caribbean as a region of solutions to the challenges of climate change. According to the International Union for Conservation of Nature, up to 37% of global mitigation needs can be addressed with nature-based solutions. With 9.3 million square kilometers of forests—representing a quarter of the world's forest cover—and unparalleled biodiversity, our region holds a privileged position.

The second focus is on the region's agricultural potential and its ability to meet growing global food demand while minimizing the environmental impact of agroindustrial activities.

Third, tourism emerges as a key driver, accounting for 26% of the Caribbean's GDP and 10% of Latin America's GDP. It represents 42% of exports in the Caribbean and 10% in Latin America, while contributing to 35% of employment in the Caribbean and 10% in Latin America. The LAC Brand will help enhance exports and foster greater regional cohesion.

The fourth priority is promoting intraregional trade, a long-standing challenge for Latin America and the Caribbean. According to a CAF study, intraregional trade has remained stagnant at 15% of total exports since the 1990s, compared to 60% in Europe, 45% in North America, and 35% in East and Southeast Asia.

Fifth, the focus is on cultural and creative industries. Latin America and the Caribbean, home to 650 million people across 33 countries, with over 400 ethnic groups and 450 languages, offer an unparalleled opportunity to share their rich identity with the world.

The sixth point is leveraging the strength of Latino communities abroad. In 2022, the Latino population in the United States reached 63.7 million, making it the largest ethnic minority at 19.1% of the total population. If Latinos in the U.S. were a country, they would rank as the fifth-largest economy globally, surpassing the GDP of the United Kingdom, India, or France.

Finally, the seventh focus is to promote high-impact initiatives with global visibility, such as the Centennial Cup 2030 or the Pan American Games. Additionally, hosting a Universal Exposition in the region would draw worldwide attention to the immense potential of Latin America and the Caribbean.

The LAC Brand is more than just a strategic tool—it is a powerful opportunity to consolidate Latin America and the Caribbean as a region of progress and global solutions. At CAF, we are committed to fostering collaboration and forging alliances with public and private organizations and civil society to build a more prosperous and inclusive future for our region.