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Royal Decree 998/2012, of 28 June, created the figure of High Commissioner of the Government for Marca España, a position currently held by Carlos Espinosa de los Monteros, who reports to the President of the Government, through the Foreign Policy Council, and is part of the structure of the Ministry of Foreign Affairs and Cooperation.
In a globalized world, a good country image is an asset underpinning a State's international position, at the economic, cultural, social, scientific and technological levels. A good country image attracts more investment; helps our companies become more international and sell our goods and services; provides access to international financing markets under more favourable conditions; attracts a greater number of tourists; and enables the adoption of a more active and strengthened role in the different international decision-making forums.
Marca España is a comprehensive and inclusive project, with a long-term outlook. The Marca España 2020 Goal is to consolidate Spain's image as an economic and political power among the world's leading countries; a vision of a country that is both traditional and modern; a solid country, with a spirit of solidarity; a diverse country; flexible and open to change. The aim is to highlight Spain's countless strengths involving culture, heritage, language, science, technology, tourism, fashion, cuisine, solidarity... To this end, Marca España enjoys the invaluable assistance of the Crown, all of Spain's public administrations, our Embassies, Consulates and Sectoral Offices abroad, our companies, the media, our citizens living abroad, civil society, and everyone—including foreigners—who shares the values inspiring our project.