CATA and the Country Brand Foundation sign an agreement to strengthen Central America's international projection

The Central American Tourism Promotion Agency (CATA) and the Country Brand Foundation signed a Letter of Understanding aimed at strengthening the strategic management of Central America 's image and reputation as a multi-destination tourist destination on the international stage.

The agreement was signed in Madrid by Boris Iraheta , Secretary General of CATA, and José María Cubillo , President of the Country Brand Foundation. The collaboration includes the development of specialized training programs, analysis of reputation indicators, exchange of best practices, and joint communication initiatives across various platforms.

The initiative is part of the push for the Central America Brand , created in 2002 and renewed in 2017, which serves as the community brand representing the region in international markets. Inspired by the cultural, natural, and human richness of the isthmus, the brand reflects the joint effort of the countries that make up the Central American Integration System (SICA) to position the territory as a diverse, sustainable, and competitive destination.

Boris Iraheta noted that this cooperation will allow for the incorporation of new tools and methodologies aimed at strengthening the region's tourism presence. “Central America has a consolidated regional brand that expresses the identity and diversity of our countries. This alliance will allow us to combine knowledge and best practices that will contribute to enhancing its reach in strategic tourism markets,” he stated.

For his part, José María Cubillo highlighted the importance of strategic territorial reputation management in the context of global tourism. “Strategic territorial reputation management is a key factor for competing in international tourism. Through this alliance, we seek to share methodologies and experiences that contribute to strengthening Central America's presence on the global stage,” he explained.

As part of the agreement, both institutions will also promote co-marketing actions, dissemination on digital platforms and exchange of strategic information , with the aim of expanding the visibility of the region and contributing to the development of tourism in the countries that make up SICA.