Listen before defining
A strategy needs local knowledge and an honest understanding of perceptions, capabilities and tensions.
About me
A strategic perspective. Experience in the field.
I am Leonardo Nieto, a consultant and speaker working at the intersection of place identity, positioning and international promotion.
Connecting a place’s strengths with its opportunities.
I have more than twenty years of experience in communication and marketing, including over fifteen in place promotion. I help public institutions, promotion agencies and business organisations develop strategies that reflect their place’s capabilities and respond to the people they want to reach.
Between 2011 and 2023, I worked at Invest in Bogotá, including as Marketing and Communications Manager from 2018 to 2023. My work connected investment promotion, international positioning and the city’s business events agenda.
I hold a degree in Social Communication from Pontificia Universidad Javeriana and a master’s degree in Tourism Businesses and Destinations from Universidad Nebrija.
View my professional profile on LinkedIn ↗Identity becomes valuable when it guides decisions.
Build with stakeholders
Businesses, institutions and communities help give a place’s narrative meaning and continuity.
Connect evidence and action
I translate research into priorities and usable tools. AI can support the work, with verified sources and professional judgement.
Selected experience
Recent work across places and organisations.
Bogotá, Colombia · 2025–2026
Tourism narrative across five narrative territories, a business events catalogue and work on Bogotá Auténtica. These consulting projects followed my time at Invest in Bogotá.
Norte de Santander, Colombia · 2024–2025
Regional branding work involving workshops across five subregions, perceptions, place identity, the value proposition and narrative.
South Pacific · 2024–2026
Investment promotion materials and digital training connected with Kiribati, Tonga and Solomon Islands.
Pereira and Risaralda, Colombia · 2026
Communication work connecting tourism, investment, business events and exports.
Fundación Grupo Social · 2025
Workshops addressing brand governance and coordination.
Santander and Valledupar, Colombia · 2024–2025
Narratives, itineraries and destination strategy.
Invest Santa Marta and Destino Santander · 2023–2024
Support for place promotion and strategic communication.
INVEST El Salvador · 2023
Public relations and digital communication work within USAID / INVEST SV.
Two platforms for ideas and collaboration.
Place Branders
I founded Place Branders to connect strategy, communication and the development of place brands.
Visit Place Branders ↗
Place Branding & Co
Conversations with practitioners and researchers about identity, reputation, tourism and the future of places. Videos are in Spanish; this site includes English overviews.
Explore the podcast →Working with teams.
Organisations I have worked with.
Let’s work together
What does your place need next?
Tell me about your organisation, the challenge and your timeframe. We can explore the most useful scope, format and next steps.