The Diplomat
UN Tourism and the Development Bank of Latin America and the Caribbean (CAF) will work together to promote regional branding and support sustainable development through tourism in the Americas.
A new Memorandum of Understanding signed – in the presence of Spanish Tourism Minister Jordi Hereu– by UN Tourism Secretary General Zurab Pololikashvili and CAF Executive President Sergio Diaz-Granados focuses on enhancing the visibility of the Latin America and Caribbean Regional Brand. The Brand was created by CAF with the aim of attracting more investment in tourism, fostering partnerships and developing initiatives that will boost the region’s growth and help it achieve a more prominent role on the global stage.
Signed at the FITUR international tourism fair in Madrid, the memorandum of understanding identifies areas of common interest for both parties to work together to achieve shared objectives. In the future, UN Tourism will use and promote the CAF Latin America and Caribbean Regional Brand in its communications focused on the region, as well as in its events.
UN Tourism Secretary General Zurab Pololikashvili welcomed the signing of the agreement: “This agreement is an important step in raising the visibility of the rich tourism potential of Latin America and the Caribbean. By joining forces with CAF, we can ensure a coordinated and sustainable approach to promoting regional tourism.”
CAF Executive President Sergio Diaz-Granados said “Latin America and the Caribbean is an incredibly diverse region culturally, geographically and economically. The Regional Brand offers a unique and solid vision of the entire region. And with the support of UN Tourism, it will help us promote and grow the tourism sector to boost its impact on growth and opportunity.
