Time to change

In a business environment characterized by disruption, brands must evolve. Not only a cosmetic change, but of its very essence, its DNA, if you will. LT.com spoke on this topic with Alejandro Romero, Partner and Americas CEO of Llorente & Cuenca (LLYC), the global communication and public affairs consultancy. For any number of reasons, many companies will reach a point where they need to change the image of their brand -known in marketing as rebranding. For experts, some of the most successful cases in this regard include mass-market multinationals such as P&G (formerly Procter & Gamble); consulting firms such as EY (formerly Ernst & Young); fashion houses or sportswear companies such as Burberry and Adidas, and restaurants like Subway and […]


Nature’s Currency: How Biodiversity Credits are Reshaping Conservation

By Victoria Galeano* Imagine sipping your morning coffee in a...

“Latin America, the vision of its leaders” A book by Andrés Rugeles and 100 regional leaders

The Colombian Andrés Rugeles has achieved an almost impossible...

Global Tourism Industry on Track for Full Recovery by 2024

The global tourism industry is set to reach, and possibly surpass, pre-pandemic levels by the end of 2024, according to the World Economic Forum (WEF). Five years post-COVID-19, the sector is experiencing a robust resurgence driven by a surge in international travel, improved air connectivity, and strong rebounds in key regions. However, global dynamics must be managed carefully to ensure stable and continuous growth. In 2023, international tourism reached 88% of its 2019 levels, a significant recovery favored by the reopening of Asian markets, as highlighted by the United Nations World Tourism Organization (UNWTO). The Middle East led the way, surpassing pre-pandemic levels by around 20%, with Europe, the Americas, and Africa following close behind at approximately 90% of their […]