Uruguay highlighted its Country Brand strategy at the CIMAP 2026 Pre-Forum in Costa Rica

Uruguay participated in the 2026 Pre-Forum of the Ibero-American Council of Country Brands (CIMAP), held from April 20 to 22 in San José, Costa Rica, thereby consolidating its presence in a strategic forum for regional coordination aimed at strengthening the countries’ international standing.

Along with COSTA RICA, the meeting brought together delegations from Ecuador, Paraguay, Chile, Argentina, Colombia, El Salvador, Guatemala, Panama, Venezuela, and Uruguay.

During the event, the host country shared its development model, recognized globally for incorporating sustainability as a structural pillar of its value proposition. Beyond the technical sessions, the agenda included on-site activities that allowed the delegations to learn about the historical, cultural, and urban evolution of San José, with tours of iconic sites such as the National Theater, as well as visits to the Costa Rican Pacific coast, where initiatives linked to sustainable development were presented from a comprehensive perspective that integrates nature, productivity, and well-being.

The Uruguayan delegation was composed of the manager of Marca País Uruguay, Larissa Perdomo, and specialist Mariana Cabrera, who stated that this type of meeting facilitates progress in defining regional agendas and strengthens cooperation between countries, and emphasized that Uruguay has actively participated in these forums since their inception, consolidating its commitment to collaborative work at the regional level.

In this context, both presented the talk “The Booth as a Brand Communication Tool”, focused on sharing lessons learned about successes and challenges in country positioning strategies, promoting peer-to-peer exchange.

The presentation highlighted that booths at international trade fairs function as an extension of the country and spaces where a comprehensive narrative is built using elements such as design, colors, materials, cuisine, and nature.

“When someone enters Uruguay’s booth at an international trade show, they are not simply entering a conventional exhibition space; in a way, they are stepping into the country itself. That is the premise guiding the communication strategy of the Uruguay Country Brand: every element contributes to a coherent narrative about who we are and what we offer the world,” said Perdomo.

The Uruguay Country Brand team also highlighted that behind each of its booths are five conceptual pillars that guide communication and reinforce the consistency of the country brand in various international settings: stability and legal certainty, sustainability, governance and institutional framework, quality of life, and continuity as a matter of state policy.

One of the key milestones was the Expo Osaka 2025, where the Uruguayan pavilion established itself as a benchmark in international communication and attracted the highest number of visitors among Latin American countries. The aesthetic and narrative developed at that event were subsequently replicated by the Ministry of Tourism at trade shows such as FIT Buenos Aires and FITUR Madrid, consolidating a strategy of “cumulative coherence” that fostered instant recognition, familiarity, and trust with the target audience.

The next CIMAP Forum will be held in Asunción and organized by REDIEX and Marca País Paraguay, with the aim of further strengthening joint efforts in international positioning. REDIEX, under the Ministry of Industry and Commerce, is the official agency responsible for promoting Paraguay as a strategic destination for investment and business.

As host, Costa Rica reaffirmed its leadership in sustainability: more than 98.6% of its electricity comes from renewable sources; it was the first tropical country to reverse deforestation; and in 2025, it surpassed $5 billion in foreign direct investment. Under the concept “Costa Rica, sustainability in all its shades,” its Country Brand brings together more than 780 companies, consolidating a model that integrates economic development and environmental commitment.