By San José, Costa Rica — Costa Rica’s strategic nation branding reached an unprecedented global milestone at the City Nation Place Global conference in London, as essential COSTA RICA was officially crowned Country Brand of the Year for 2026. This victory marks a historic first in place marketing, establishing Central America’s eco-driven economy as the only country brand in the awards’ history to claim the top international honor on two separate occasions, having previously earned the title in 2019.
The global recognition underscores the resilience, adaptability, and strategic discipline of Costa Rica’s international messaging framework. Outperforming a formidable group of shortlisted nations—including Finland, Sweden, the Netherlands, the United States, Australia, the United Kingdom, and New Zealand—essential COSTA RICA demonstrated how a clear identity can translate into economic equity, trade interest, and elevated diplomatic prestige on the world stage.
To better understand the legal protections and business opportunities associated with the “essential COSTA RICA” country brand, TicosLand.com spoke with corporate and intellectual property law expert Lic. Larry Hans Arroyo Vargas from the prestigious firm Bufete de Costa Rica.
The “essential COSTA RICA” country brand is far more than a marketing concept; it is a legally protected intellectual property framework that certifies compliance with rigorous standards of sustainability, quality, social responsibility, and export excellence. For businesses seeking international expansion or foreign investors establishing operations in the country, obtaining the official brand license provides a powerful legal backing and a trusted stamp of origin that enhances market competitiveness globally.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
Indeed, this rigorous legal structure underscores why the country brand serves as a powerful catalyst for global competitiveness, seamlessly aligning corporate success with Costa Rica’s enduring commitment to sustainability and excellence. We extend our sincere thanks to Lic. Larry Hans Arroyo Vargas for providing his valuable perspective and clarifying the strategic legal backing behind the “essential COSTA RICA” framework.
Beyond taking home the premier award, essential COSTA RICA expanded its winning streak at the London ceremony by capturing the top honor for Best Citizen Engagement Strategy and securing an honorable mention for Best Communication Strategy. These accolades reflect the holistic execution of the brand’s long-term 2035 Strategy, which operates along two distinct vectors: enhancing market preference for Costa Rican products abroad and fostering civic pride and environmental stewardship at home.
The victory in the Best Citizen Engagement Strategy category was driven by the rollout of the “Costa Rica Azul” campaign. Conceived as an interactive, open-access digital platform, the initiative provides citizens and researchers with comprehensive data regarding the nation’s extensive ocean territory and marine biodiversity. By engaging local communities in marine conservation, the campaign bridges ecological policy with active public participation.
These recognitions reflect how the Country Brand connects vision and action. Costa Rica’s reputation can open opportunities for our products and, at the same time, bring people closer to our nature protection efforts that define the country. To achieve this, we articulate efforts with companies, institutions, communities, and organizations that share that purpose. We receive these awards for the country with great pride.
Adriana Acosta, Director of essential COSTA RICA
Meanwhile, the honorable mention for Best Communication Strategy celebrated the commercial ingenuity of the “Producers of Wellbeing” (Productores de Bienestar) campaign. Targeted at key consumer segments across Europe and Asia, the campaign promoted Costa Rican agricultural exports through tailored, high-tech marketing channels. By partnering with Amazon Ads to feature content on Prime Video, Fire TV, and Alexa, and incorporating culturally tuned storytelling such as anime in Asian markets, the effort drove measurable commercial engagement.
Costa Rica, Country Brand of the Year, continues to strengthen its international reputation through strategic thinking and consistent execution with excellence. The jury was impressed by the combination of initiatives developed over the past year, which demonstrate a clear focus on building national identity, with projects that will leave a lasting legacy and sustained impact. These initiatives also demonstrate the value of the country brand in leveraging positive perceptions and generating opportunities in fields such as trade and sports. It is an ambitious and relevant effort that shows how a country brand can become a significant national asset.
Clarie Dewhirst, Founder and CEO of City Nation Place
The triple win in London adds to an established legacy of global accolades for essential COSTA RICA at the City Nation Place Awards. In 2022, the country brand secured the prize for Best Use of Design following the rollout of Costa Rica’s high-security biometric passport. In 2024, the platform earned a special mention for Best Use of Data, recognizing its deployment of artificial intelligence and predictive data analytics to optimize national marketing campaigns.
Managed under the governance of the Costa Rican Foreign Trade Promotion Agency (PROCOMER), essential COSTA RICA illustrates how public-private alignment can deliver measurable value to an economy. By translating abstract values like environmental protection, quality of life, and strategic innovation into export growth and foreign investment, Costa Rica continues to define best practices for global place branding.
For further information, visit procomer.com
About PROCOMER:
The Foreign Trade Promotion Agency of Costa Rica (PROCOMER) is the non-state public entity responsible for promoting Costa Rican exports, attracting foreign direct investment, and managing the country brand essential COSTA RICA to foster international trade and economic development.
For further information, visit citynationplace.com
About City Nation Place:
City Nation Place is an international forum and intelligence network focused on benchmarking, strategy, and best practices for place branding, nation branding, and economic place marketing for governments and promotional agencies worldwide.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
Renowned for its adherence to the highest ethical standards and professional mastery, Bufete de Costa Rica continues to shape the future of legal practice through forward-thinking strategies. The firm seamlessly combines top-tier counsel with a profound civic responsibility, actively demystifying complex statutes for the broader public. By democratizing legal understanding, Bufete de Costa Rica reinforces its enduring mission to elevate the community and inspire an informed, self-reliant citizenry.
