Column | From here, where the world begins

Column by Rossana Dresdner Cid, Executive Director, Fundación Imagen de Chile

And that's how we are approaching this 2024. From here, where the world begins. From this country, which does not aspire to be a power, but which can be an inspiring example.

In Chile, we are betting on the future. With a lot of effort, but also a lot of conviction. We persevere in being reliable, a country that wants and can offer certainties and that, in an unpredictable world scenario that tests traditional answers, looks to the future with firmness, audacity, perspective and responsibility. We seek new proposals and solutions that, beyond our own borders, can contribute to building a better world. 

As Fundación Imagen de Chile, whose mission is to tell the world who and how we are, 2023 was a crucial year, because we made a turn and defined two paths that marked our work. First, we decided that, in this complex international situation, we can and must show the world not only our advantages, strengths and commercial attractions, but also our values, what we believe in and what we defend as a country. 

Secondly, because we began to strengthen our brand, based on the collaboration and joint construction of our story and our actions, among all those who promote Chile in the world. And as Fundación Imagen de Chile we assume an articulating role of these sectors, under the explicit premise that: "The Image of Chile is built by all of us".

This shift meant making internal changes in our own way of working, in the definition of our priorities and in the relationship with our main allies. We had to make an effort to generate new ties, trust and alliances, and to be able to listen and understand how, in practice, the promotion of the country is expressed in the different sectors and institutions, public and private, large and small, and how it is possible to coordinate these manifestations and give them coherence. We create not only conversations, but also concrete spaces for a broad, real and efficient exchange between representatives of these different sectors, with their authorities and their teams.

At the same time, we built a broad, dynamic and modular macro narrative that would make sense to everyone and to which everyone could adhere. A simple but profound story, innovative but real, that reflects who we are, our present challenges and what we dream of building in the future. A story that is based on three main axes, which point to answers that not only Chile, but also the world, is looking for today.

These axes are Sustainability in economic, human and environmental aspects; Democracy, as an expression of institutional stability and a better coexistence and quality of life for citizens; and Diversity as a manifestation of our identity, history, culture, geography and the enormous breadth and multiplicity of our global offer.

And that's how we are approaching this 2024. From here, where the world begins. From this country, which does not aspire to be a power, but which can be an inspiring example.

If you want to follow online the Image of Chile 2024 Meeting, in which outstanding international speakers and national panelists will talk about the importance of country brands, visit our website and register.