El Salvador showcased its nation branding strategy, including the «Marca El Salvador» and «Surf City» initiatives, during the pre-forum of the Ibero-American Council of Country Brands (CIMAP), hosted in the country from May 20 to 23. This event serves as a precursor to the main forum scheduled for later this year in Santiago, Chile, with participation from 18 countries in the region.
The event, led by Rossana Dresdner, Executive Director of Fundación Imagen de Chile, and Morena Valdez, El Salvador’s Minister of Tourism, aimed to prepare for the upcoming forum in Santiago and highlight El Salvador’s branding efforts. Valdez emphasized that the country’s improved tourism results are a product of coordinated efforts that have not only enhanced national security but also transformed the global perception of El Salvador.
Dresdner highlighted the evolution of country branding, noting that El Salvador’s coordinated institutional efforts have significantly improved its international image. «El Salvador is a country that has become known in recent years for its ongoing transformations. It boasts a wealth of cultural and youth talent to share with the world, aligning with the modern path of country positioning,» Dresdner remarked.
The executive underscored that country brands transcend commercial interests and should contribute to national development and the well-being of citizens, gaining international recognition. She praised El Salvador’s interinstitutional efforts, which were detailed by Ministers of Justice and Security Gustavo Villatoro, Culture Mariemm Pleitez, and Economy María Luisa Hayem, who joined Minister Valdez at the pre-forum.
«We see a country working on its brand in a transversal, coordinated, and coherent manner. It’s a country doing excellent work on its brand,» Dresdner commented. She concluded that country brands reflect a nation’s identity, encompassing cultural identity as well as the developmental initiatives and contributions across various sectors.