A regional brand and slogan will be used as an emblem for the Central American tourism advertising campaign as part of the Action Plan for 2012, Year of Sustainable Tourism.
A statement from the Central American Tourism Council (CCT) reads:
The slogan "Central America, so small ... so big," provides the brand image selected to convey the concept of sustainable tourism throughout the year 2012, by including it in the development of multiple outreach activities to be carried out by the Central American Tourism Council (CCT ), the SITCA and other institutions and organizations inside and outside of the tourism sector in the region in order to make the concept and initiatives for integrated sustainable tourism in the region a valuable one.