In August 1997, in Guanaja, Bay Islands, Honduras, at the XXI Meeting of the Central American Council of Tourism Ministers (CCT), an Agenda for improving competitiveness in the tourism cluster of the Central American countries was translated into a specific mission: to develop a coherent strategy for positioning Central America as a unified tourism destination in the global market. La Paz Group founder Crist Inman and the CLACDS team worked with these Ministers to develop a conceptual framework for a regional image and promotion strategy for Central America . As requested by the CCT, the strategy outlined the motivations for, and design of a regional promotion strategy based on Central America ‘s tourist resources and natural attractions. This strategy was meant to complement and add value to each individual national strategy of the countries in the region. Project funded by BCIE and Avina Foundation.