SHERIDAN, WYOMING – Jan. 23, 2025 – UN Tourism and the Development Bank of Latin America and the Caribbean (CAF) have formalized a partnership to bolster sustainable tourism and enhance the visibility of the region's unique brand.
A Shared Vision for Sustainable Tourism Growth
This collaboration, solidified through a Memorandum of Understanding (MoU) signed by UN Tourism Secretary-General Zurab Pololikashvili and CAF Executive President Sergio Díaz-Granados, aims to leverage the Regional Brand of Latin American and the Caribbean to attract investment, foster partnerships, and drive sustainable tourism development.
"This agreement marks an important step towards enhancing the visibility of Latin America and the Caribbean’s rich tourism potential," stated UN Tourism Secretary-General Zurab Pololikashvili. "By joining forces with CAF, we can ensure a coordinated and sustainable approach to promoting regional tourism.”
The Power of a Unified Regional Brand
The Regional Brand, an initiative spearheaded by CAF, seeks to present a cohesive image of Latin America and the Caribbean on the global stage. By highlighting the region's diverse cultural heritage, stunning landscapes, and vibrant communities, the brand aims to attract travelers and investors alike.
CAF Executive President Sergio Díaz-Granados emphasized the importance of this collaboration, stating, “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. And with the support of UN Tourism, it will help us promote and grow the tourism sector as boost its impact on growth and opportunity.”
Key Areas of Collaboration
The MoU outlines several key areas where UN Tourism and CAF will collaborate to achieve their shared objectives:
- Promoting the Regional Brand: UN Tourism will actively incorporate the CAF Regional Brand in its communication efforts and events focused on Latin America and the Caribbean. This will increase the brand's visibility and reach a wider audience.
- Supporting Sustainable Tourism Development: Both organizations will work together to develop and implement sustainable tourism initiatives that benefit local communities and protect the environment. This includes promoting responsible travel practices and investing in eco-friendly infrastructure.
- Enhancing Regional Cooperation: UN Tourism and CAF will facilitate collaboration between countries in the region to develop joint tourism strategies and promote cross-border tourism initiatives. This will help to create a more integrated and competitive tourism market.
- Capacity Building: Both organizations will provide training and technical assistance to tourism stakeholders in the region, including government agencies, businesses, and local communities. This will help to improve the quality of tourism services and ensure the long-term sustainability of the sector.
FITUR: A Platform for Collaboration
The signing of the MoU took place at the FITUR international tourism trade fair in Madrid, Spain. This prominent event provided an ideal platform for UN Tourism and CAF to announce their partnership and engage with key stakeholders in the global tourism industry.
Looking Ahead: A Brighter Future for Tourism in Latin America and the Caribbean
This collaboration between UN Tourism and CAF marks a significant milestone in the promotion of sustainable tourism and regional branding in Latin America and the Caribbean. By combining their expertise and resources, both organizations are poised to make a lasting impact on the region's tourism sector, creating economic opportunities, preserving cultural heritage, and protecting the environment for future generations.