Uruguay at City Nation Place Global 2025: Measuring the Brand to Multiply Its Value

Uruguay was one of the Latin American countries represented at City Nation Place Global 2025, the forum that brought together more than 200 leaders in destination marketing, investment, and talent attraction. This year, the event focused on the challenges of a changing world: the rise of artificial intelligence in brand campaigns, the role of tourism as a driver of investment, and the need to build strong and measurable reputations.

In this context, the participation of Uruguay’s Country Brand reflected a commitment to the professionalization of its management and to a long-term strategic vision. “Participating in these spaces allows us to compare approaches, incorporate new tools, and reaffirm the value of data as a foundation for decision-making,” said Larissa Perdomo, Country Brand Manager at Uruguay XXI.

Perdomo took part in the panel “Putting a Value on a Place Brand,” moderated by Konrad Jagodzinski, Director of Place Branding at Brand Finance, alongside Todd Babiak, CEO of Brand Gold Coast, and David Downs, CEO of New Zealand Story. The discussion explored how measuring brand value helps shift from storytelling to evidence-based economic impact.

“This is the first time we have measured the value of our country brand, and we did so as a kick-off for a new phase,” explained Perdomo. “We needed to know how Uruguay is perceived around the world, and that insight was key to designing the strategy for the next four or five years.”

The Brand Finance study, conducted in 2024, quantified Uruguay’s progress as a country brand: it reached a value of US$65.8 billion, a 14% increase over the previous year, with an A+ brand strength rating, placing it 70th in the global ranking. The report attributed this improvement to macroeconomic stability, leadership in renewable energy (95% of the national energy matrix), and an international reputation built on reliability, openness, and innovation.

According to the British consultancy, Uruguay also stands out for its institutional strength and ethical governance, as well as its strong reputation in key markets such as Argentina and Spain, where it leads in perceptions of institutional quality, sustainability, and business climate. These results support the work of Uruguay’s Country Brand within the framework of Strategy 2035, which aims to consolidate the country’s reputation as an economic asset and amplify its impact on investment, tourism, and exports.

“We discovered that we need to work more deeply in at least two key markets; that information is very useful for improving our performance,” said Perdomo.

She also highlighted the structural challenges faced by smaller nations: “In new markets, we find opportunities in trade and investment, but also conversion challenges due to our southern location and small market size.”

Uruguay’s experience at City Nation Place adds to its regional collaboration agenda with Chile and Costa Rica, partners in CIMAP, and reinforces its position as a Latin American benchmark in strategic brand management. Uruguay participates in this international forum every year as part of its commitment to staying at the forefront of national identity management and the exchange of global best practices.

A Global Learning Forum

The 2025 edition of City Nation Place Global addressed the key themes redefining country brand management. These included the use of artificial intelligence across platforms and campaigns, the importance of data-driven approaches to measure economic and social impact, and the development of proactive strategies in a rapidly evolving global landscape.

The forum also explored how diasporas can serve as strategic allies for attracting talent, investment, and tourism—reinforcing the idea of community beyond borders.

The congress gathered more than a hundred experts and representatives from cities and nations across all continents. Copenhagen, Gold Coast, and Sweden shared innovative positioning cases—including the use of major events such as Taylor Swift’s concert—while studies presented ranked London, New York, Paris, and Tokyo among the cities with the strongest global reputations. In the awards category, Chile was recognized for its citizen participation campaign in the Best Citizen Engagement category.

In this context, Uruguay’s participation strengthened its presence within the network of international leaders advancing evidence-based country branding. Collaboration with Brand Finance positioned Uruguay as an example of a nation that measures, learns, and refines its strategy with a forward-looking vision.