The most important meeting of place branding at continental level took place in Valparaíso, Chile, where the main definition was to advance in a joint work for the positioning of the region. The event also agreed on Chile's continuity in the presidency of the Ibero-American Council of Country Brands.
The 11th Forum of the Ibero-American Council of Country Brands (CIMAP), held between November 26 and 28 in Valparaiso, with the participation of 14 Latin American countries, closed with a commitment to strengthen the work between countries to advance regional positioning.
The event, organized by Imagen de Chile, which this year holds the presidency of CIMAP, was attended by Chilean authorities from the public and private sectors, such as the Undersecretary of Foreign Affairs, Gloria de la Fuente; the Undersecretary of Tourism, Verónica Pardo; the director of InvestChile, Karla Flores; the president of Frutas de Chile, Iván Marambio; and the international director of ProChile, Natalia Arcos; among others.
Other agreements were to analyze the holding of international place branding events, the incorporation of Caribbean countries into the Council, and to look into possible alliances with organizations that can contribute to studies, consultancies and the exchange of useful information for the promotion of the country's or region's image.
In addition, it was unanimously decided to extend the presidency of Chile and the general secretariat of El Salvador until May 2025, as a sign of support for the management carried out, with a view to providing continuity to the work of the last period.
The image of the region is built by all of us.
"We say that the image of Chile is built by all of us. And in the case of this Forum I would say it is the same. It is to meet and see what we have in common as a region and if we can promote it. Because in today's highly competitive world, all the continents are grouping together to work and promote themselves together, and we think that we in Latin America have to do the same," said the executive director of Imagen de Chile and president of CIMAP, Rossana Dresdner.
Chile's Undersecretary of Tourism shared the importance of coordinated work in the region: "when as Latin America we share good practices, when we are able to collaborate, undoubtedly the collective intelligence that is generated is a contribution for all countries. Every time we collaborate, what we achieve is superiority in each of our executions, in our ways of thinking and in our ways of implementing these country brands".
From the private sector, the president of Frutas de Chile, Iván Marambio, added that the CIMAP Forum was "a very good event, mainly because it allowed us to show ourselves as a bloc. These instances serve not only to increase the country's image through the knowledge that we can acquire from other origins, but also to coordinate, exchange experiences, things that are so relevant for the growth of the work that the Foundation does".
Betting on tourism: Sertur agreement
During the working sessions in Valparaíso, Imagen de Chile signed a collaboration agreement with ChileSertur, the National Association of SMEs and Tourism Professionals of Chile, with the aim of promoting Chile's image at the international and national level, through tourism and its opportunities to position the country's strengths.
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