Export Promotion Strategies for Services
Lessons from the developing world

As services play an increasingly important role in the global economy and international trade, developing economies face an urgent challenge: how to build competitive service sectors and leverage them as engines of growth, employment and resilience. Yet, most export promotion initiatives remain largely designed for goods. Drawing on nine in-depth country case studies from Africa, Asia, Latin America and the Caribbean, this publication provides a comprehensive examination of what works — and what does not — in promoting services exports.

From Costa Rica’s investment-led digital transformation and the Philippines’ business process management boom to Uruguay’s information technology success and Jamaica’s creative industries, the book distils practical lessons on strengthening institutional cooperation, attracting investment, developing skills, enhancing branding, and promoting public-private collaboration.

The policy insights and on-the-ground experience provided by this publication makes it an essential guide for policymakers, trade and investment promotion agencies, and researchers seeking to harness the growing opportunities of the global services economy.

Co-published with the UN Economic Commission for Latin America and the Caribbean in 2026.