Ambassador of Paraguay

“Tekove ndaha’éi mba’eve ndive” – Life is nothing without purpose. A Paraguayan saying, which encapsulates the vision of its new Ambassador to the United Kingdom, His Excellency Juan Ernesto Lytton Snead Amarilla. For Ambassador Snead, it forms a mission statement and national vision all rolled into one.

Charming but grounded, eloquent but accessible, since arriving in London last year, Ambassador Snead has sought to redefine Paraguay’s presence in the UK. While the formal receptions and protocol remain, he favours a more active style of diplomacy to match Paraguay’s ambition and growing visibility.

“I am truly honoured to represent Paraguay here in London, one of the world’s most dynamic and globally connected cities,” he reflects. “The UK has long been a strategic partner, and as Paraguay undergoes an era of transformation, we must seize every opportunity to strengthen our relationships in trade, investment, sustainability, and cultural diplomacy. My role is to ensure that Paraguay’s story is told, not just as a nation rich in resources, but as a country leading the way in green energy, innovation, and progressive urban development.”

Ambassador Snead’s appointment comes at a moment when Paraguay is capturing international attention. Once overshadowed by its larger neighbours, Argentina, Brazil and Bolivia, the country is now being recognised for its economic stability, progressive policies, and leadership in clean energy production. With global investors looking towards Latin America, Paraguay presents an attractive destination, offering favourable business conditions, a young population with a dynamic workforce, and long-term sustainable development plans.

My role is to ensure that Paraguay’s story is told, not just as a nation rich in resources, but as a country leading the way in green energy, innovation, and progressive urban development.

A diplomat with deep roots

Born in Ypacaraí, a picturesque lakeside town just outside Asunción, Paraguay’s capital, Ambassador Snead is proud of his country’s heritage and equally passionate about its future. He trained as a lawyer at the National University of Asunción and continued his studies in Washington, Paris and Spain, before launching a career that would eventually see him become a key player in Paraguay’s energy sector and in economic diplomacy.

For more than 30 years, he held various leadership positions at Binational Hydroelectric Yacyretá, one of the largest hydroelectric power plants in the world. His portfolio ranges from legal affairs to international arbitration and diplomacy. He also served as President of the US Paraguay Chamber of Commerce in New York from 2017 to 2020, building bridges between private enterprise and government.

It is this breadth of experience that makes his diplomatic style so distinctive. He insists he is not in the UK simply to represent – he also intends to connect, to build, and to tell a bigger story of Paraguay as a rising force in Latin America.

An emerging power in sustainability

One of Ambassador Snead’s primary goals and that of the UN Development Programme is to position Paraguay as a ‘beacon state’ for sustainability and forest management, a concept that aligns with the country’s remarkable renewable energy capabilities. Paraguay generates nearly 100 per cent of its electricity from hydroelectric power, making it a global leader in clean energy production. The Itaipú and Yacyretá hydroelectric plants have not only powered the nation but also provided surplus energy exports, reinforcing the country’s reputation as an emerging hub for green hydrogen production and sustainable investment.

His focus is to attract British investment into Paraguay’s green economy, particularly in sectors such as carbon markets, biodiversity conservation, and circular economy projects. Recognising the UK’s leadership in climate finance and sustainability, he sees opportunities to build partnerships that align Paraguay’s natural resources with the UK’s expertise in decarbonisation, conservation, and urban resilience. He also highlights Paraguay’s involvement in global environmental initiatives, working alongside multilateral organisations and international climate funds to develop policies that balance economic development with environmental protection.

Paraguay has already delivered impressive results, reporting a nearly 50 per cent reduction in emissions from the forest sector in 2019. It is a leading player in REDD+ (Reducing Emissions from Deforestation and Forest Degradation), the UN-backed climate mitigation programme, and is receiving results-based payments from the Green Climate Fund; “We are not waiting for change. We are making it happen,” Snead says.

Beyond sustainability, Ambassador Snead is actively driving Paraguay’s economic diplomacy, ensuring that the UK recognises Paraguay as a strategic partner for trade and investment. With a low corporate tax rate of only 10 per cent, political stability, and open-market policies, notably the ‘Maquilla law,’ the country is an attractive destination for businesses looking to expand into Latin America. He is particularly focused, although not exclusively, on strengthening partnerships in agriculture, digital finance, and infrastructure, enabling British companies to take advantage of Paraguay’s growing investment landscape.

“Paraguay is no longer just a regional player,” he states. “We are emerging as a global investment hub, particularly in sustainable industries. The UK is looking for reliable partners post-Brexit, and we offer a stable and strategic gateway to Mercosur and the broader South American market.”

A vision for Asunción at 500

Paraguay’s ambition doesn’t stop at emissions targets. With the capital city approaching its 500th anniversary, the country is launching one of its most ambitious regeneration plans to date.

“Asunción 500 is a transformative project that will reshape our capital ahead of this significant anniversary in 2037,” says the Ambassador. The initiative, personally endorsed by President Santiago Peña, seeks to restore Asunción’s historic centre, modernise its infrastructure, and turn the city into a cultural and economic hub for the region.

From underground cabling (inductive charging) on Palma Street to upcoming investments in El Centro Brilla – supported by the national electricity company, Administración Nacional de Electricidad (ANDE) – this is more than a facelift; it’s a bold attempt to reimagine a capital city for a new generation.

“It’s about making Asunción not just beautiful, but vibrant,” explains Ambassador Snead. “We want to create a city that retains its heritage but also welcomes business, tourism, art, and innovation.”

He has already begun discussion with British firms about partnerships in heritage restoration, sustainable urban design, and smart infrastructure. “There’s real interest here in London,” he says. “We’re opening the doors.”

“We are taking inspiration from cities that have successfully merged history with innovation, such as London, and Barcelona. Our vision for Asunción is not just about aesthetics; it’s about creating a city that is economically vibrant, environmentally sustainable, and globally recognised,” he says.

Education focussed

Ambassador Snead is an advocate for education, pushing to expand Chevening and BECAL scholarships and academic exchanges between the UK and Paraguay. “Education is the ultimate investment in a country’s future,” he says. “We want more Paraguayan students studying in Britain, and vice versa.”

He’s also keen to develop cultural links, particularly in music, literature and sport. “There’s a powerful story to be told about Paraguay’s creative identity,” he says. “I want to bring that here.”

And he’s not stopping there. The Ambassador is actively seeking to build closer ties with London, to ensure Paraguay is represented in conversations on sustainability, innovation, and inclusive growth. “We’re not just a guest in this city,” he says. “We want to be a partner.”

Contagious optimism

In the diplomatic world so often characterised by caution, Ambassador Snead and his wife, Gloria McCall Godat de Snead, are optimistic about the future, not naïve, but informed, focused, and deeply committed. He believes in Paraguay’s future, and that belief is contagious.

He acknowledges the country’s challenges but sees them as calls to action. “Paraguay has lived through the scars of history,” he reflects. “But now we are turning the page. We are entering a new chapter – green, inclusive, global.” He smiles, then adds, “And it’s my job to help the world read that chapter. “

Indeed, with Snead, you get the feeling that Paraguay’s voice in London will be more compelling than ever. As he builds bridges from Whitehall to Westminster, from trade delegations to cultural exchanges, one thing is certain, this is by no means business as usual.

As the Paraguayan saying reminds us, “Life is nothing without purpose.” For Ambassador Snead, that purpose is clear, to shape a new future for Paraguay, one that is globally recognised, economically strong, and environmentally responsible.

Nathan Ashley is a public policy and communications expert with over 12 years’ experience. Before joining DRD Partnership, a strategic communications firm which promotes and protects clients’ reputations at moments of challenge and change, Nathan was the Head of Strategic Policy at Voi Technology AB, covering safety, sustainability, and social value across eleven countries for Europe’s fastest growing micromobility transport provider. Prior to this, Nathan worked for the Mayor of London, Sir Sadiq Khan, as a Political Adviser, and for Transport for London (TfL) as a City Planner. Whilst at TfL Nathan worked on several environmental and innovation projects which included ULEZ, connected autonomous vehicles, Artificial Technology (AI), drones, and Mobility as a Service (MaaS). In addition, he has led on the development of numerous strategies which includes the Mayor’s Transport Strategy, the Environment Strategy, the Smart London Plan, the Culture Strategy, and the London Plan. Nathan is also an SDG Ambassador and Trustee of an orchestra.

E: Nathan.Ashley@drdpartnership.com