The event is being held at the Federico Santa María Technical University in the city of Valparaíso, bringing together leaders, experts, and representatives from 14 nations of the region.

In statements to Prensa Latina, the president of the Cuban Country Brand Council, Humberto Juan Fabián Suárez, explained that the distinctive sign of the nation includes all its activities, both from the point of view of culture and identity, as well as sports, science and tourism. “This is a symbol that, although with other characteristics, was present in national history since the wars for independence from colonialism, when the mambises used it on their hats to differentiate themselves from the Spanish soldiers,” he said.

Among the elements distinguishing Cuba, Suárez mentioned tobacco, rum, music, ballet school, development of biotechnology, and the pharmaceutical industry. “The knowledge of Cuban rum masters was recognized as an intangible heritage of humanity by the United Nations Educational, Scientific and Cultural Organization,” he recalled, and reported that one of the sectors that has used the brand the most is tourism, including its latest campaign Única, and also in foreign relations.

The eleventh CIMAP forum will run until November 29th, and among the topics to be discussed are the roles of the public and private sectors in building the country’s image and digital strategies for promoting a brand.

Participants will visit some sites of interest, such as the “La Sebastiana” house museum, one of the homes of Nobel Prize winner for Literature Pablo Neruda, and the famous Casas del Bosque vineyard, among other places.

CIMAP will be an opportunity to showcase one of Chile’s greatest tourist attractions and promote Valparaíso as the Secretariat of the Treaty on Marine Biological Diversity in Areas Outside National Jurisdiction (BBNJ).

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