This is a significant recognition in the field of place branding, a discipline that examines how countries, regions, and cities build their identity and reputation on a global scale.
TPBO, an independent platform based in Switzerland dedicated to analyzing and promoting best practices in place branding, selected Palma in recognition of its track record and its contribution to positioning regions on the international stage. The recognition highlights the strategic work of Marca Chile in strengthening the country’s identity and reputation through its regions.
Since 2016, Palma has led the“Made by Chileans”program, which promotes the use of the Chile Brand on products and services with a national identity. In his role as Director of Strategic Alliances since 2025, he has championed a more robust regional approach, supporting the development of local brands and collaborating with regions such as Los Ríos and Biobío to define their own positioning strategies.
His leadership has helped shape a national narrative that incorporates consistent and competitive local attributes on the international stage, highlighting the unique value of each region within the country brand.
“This recognition reflects, above all, the collaborative work we at Marca Chile have carried out with various stakeholders across the country. It motivates us to continue fostering a regional perspective in which each region contributes to an authentic, diverse national image with global reach,” said Víctor Palma.
With this distinction, Palma becomes the sole representative from Latin America in the 2026 edition of “People to Watch,” highlighting Chile’s presence in the international conversation on reputation and territorial development.
