Uruguay Brand adds Tres Cruces to its community of licensed companies

Uruguay Country Brand has granted its license to Tres Cruces, making it the first shopping mall in the country to receive this recognition and join the community of more than 200 companies that represent Uruguay’s values, identity, and international profile.

Managed by Uruguay XXI, the country brand is an international positioning strategy that seeks to project the attributes that distinguish the country on the global stage. Through its licensing program, it recognizes companies and organizations that reflect Uruguay’s identity, quality, and ability to compete in international markets.

As one of the country’s main transportation hubs, Tres Cruces serves as a gateway for thousands of people traveling daily between Montevideo and the interior, as well as for international visitors arriving in Uruguay. Its concept integrates services, commerce, and culture into a space that reflects values associated with the country, such as hospitality, quality of service, mobility, social integration, and cultural identity.

“Thousands of people pass through Tres Cruces every day, and for many, it is the gateway to Montevideo and the country. Being part of Marca País recognizes the role we play as a hub connecting people, cities, and experiences, and drives us to continue improving our services and promoting Uruguay from this key hub of mobility, culture, and purpose-driven innovation,” said Marcelo Lombardi, general manager of Tres Cruces.

Through its commercial, cultural, and service offerings, Tres Cruces promotes local talent, Uruguayan design, national cuisine, and experiences that reflect Uruguay’s identity. As a B Corporation, the organization also develops environmental, social, and cultural initiatives aimed at promoting a model of sustainable development.

“Marca País recognizes organizations that meet standards related to origin, management, sustainability, and the ability to promote the country abroad. Each new licensed company joins as an ambassador of these values and contributes to strengthening Uruguay’s international reputation, and it is a pleasure to welcome Tres Cruces to this group,” said Mariana Ferreira, executive director of Uruguay XXI.

Being part of the Marca País Uruguay community of companies means joining a network of organizations that share standards of quality, innovation, and sustainability, and that actively work to promote the country internationally. Through this program, licensed companies also gain access to a platform for positioning and visibility that strengthens their reputation and prestige.

In the case of Tres Cruces, its inclusion takes on particular significance given its role as a hub and gateway for thousands of people who pass through the complex daily, making it a key space for projecting the identity, values, and experiences that distinguish Uruguay.