Uruguay: A Leading Model for Country Branding in Latin America

Uruguay has positioned itself as a solid and coherent country brand in Latin America, an example of stability, sustainability, and attractiveness for investment and tourism. The first edition of the FutureBrand Hispanoamérica report “Country Brands in Latin America: The Voice of the Protagonists” highlights the challenges and strengths of the region’s country brands and emphasizes the continuity and strategic planning that characterizes Uruguay.

The report, which offers an in-depth analysis of the reality of country brands in the region, includes representatives from 10 countries—Argentina, Brazil, Colombia, Costa Rica, Ecuador, El Salvador, the Dominican Republic, Peru, Uruguay, and Venezuela—and the collaboration of specialists and brand makers who connect with the world.

According to statements by the Country Brand Manager at Uruguay XXI, Larissa Perdomo, in the report, the key has been to ensure that the country’s image transcends governments and circumstances, consolidating itself as a state policy. “The strength of Uruguay’s brand is its permanence over time through different administrations. The main challenge is maintaining a state policy that transcends different periods of government,” she said.

The report highlights legal and economic certainty as decisive factors in attracting Foreign Direct Investment (FDI). It clarifies that these key aspects generate confidence and certainty among foreign investors. According to the World Trade Organization (WTO), the flow of FDI into Uruguay has shown stability in 2023, with growth projections for 2024. Investments have led to this dynamism in Europe, North America, and Latin America.

To understand these dynamics, Uruguay XXI, in collaboration with Equipos Consultores, surveyed 235 foreign companies in 2023, which yielded encouraging results. “Legal certainty and economic stability are factors mentioned positively by the majority of respondents, positioning Uruguay as an attractive business destination in an often unstable regional context,” the report highlights.

These characteristics constitute solid pillars in Uruguay’s country brand strategy, allowing Uruguay to project an image of predictability and trust, elements that are fundamental to attracting and retaining investments in a competitive global scenario.

This long-term vision is complemented by concrete initiatives such as the licensing program for the Uruguay country brand, which validates the quality standards of the country’s exporting companies. “Our new country brand licensing under LSQA certification is very demanding for companies with an exporting profile, highlighting their quality attributes recognized by international markets,” Perdomo said in the report.

In addition, Uruguay has been able to position itself through large-scale events, such as Formula E in Punta del Este, international regattas such as the Clipper Race and Whitbread, and Ventana Sur, a key event in the film industry organized together with the Cannes Film Festival. These events increase the country’s visibility and position it as an attractive destination for tourism and business.

The country brand strategy for Uruguay is also aligned with the Sustainable Development Goals (SDGs) of the United Nations 2030 Agenda. The report highlights that it places special emphasis on its commitment to ESG criteria, projecting an image of stability and cooperation. In line with this approach, one of the fundamental pillars has been the promotion of sustainable and responsible tourism, which allows for a balance between growth and preservation. “In Uruguay, we have reached the point where we receive the same number of tourists as we have inhabitants, and we still have much territory to welcome those who want to get to know Uruguay,” said Perdomo.

This approach has allowed the country to become a destination of global interest without facing phenomena such as over-tourism that affect other destinations.