<p>A nation brand already exists in the minds of the public, but it can be enhanced by stakeholders and instruments as photo exhibitions. This article examines the stakeholders’ contribution to nation brand and the <i>Catrinas</i> Around the World (<i>Catrinas por el Mundo</i> - CPM) photo exhibition as an instrument to create and promote Mexico’s nation brand. This research employs a mixed-methods approach, with a quantitative survey applied to 133 visitors to the CPM photo exhibition, and subsequently, a qualitative study comprising five interviews with stakeholders. In the quantitative analysis, a linear regression was conducted to evaluate the perceptions and attitudes of visitors to the photo exhibition toward Mexico’s nation brand. A majority of visitors had a positive perception of Mexico’s cultural elements and its nation brand, and the CPM photo exhibition dimensions had a positive influence on the visitors’ attitudes toward Mexican culture and nation brand. Stakeholders’ main interests in participating in the CPM photo exhibition differ as market stakeholders’ participation is linked to their organizational mission, values, and resources, whereas for non-market stakeholders, visibility, cultural exchange, and imagery are relevant. This article sheds light on the role of stakeholders in promoting Mexico’s nation brand through a photo exhibition, with a classification of stakeholders contributing to nation brands.</p>