By San José, Costa Rica — London hosted the annual City Nation Place Global conference, where Costa Rica’s country brand, essential COSTA RICA, achieved an unprecedented milestone in international place marketing. The Central American nation secured three major honors, confirming its status as a global leader in strategic nation branding and sustainable economic positioning.
The headline achievement of the event was winning the coveted Place Brand of the Year title. This victory marks a historic milestone for the organization, as essential COSTA RICA became the first nation brand in the history of the City Nation Place Awards to receive the top distinction twice, following its initial win in 2019.
To better understand the legal framework and strategic advantages behind the “essential Costa Rica” country brand, TicosLand.com spoke with corporate legal expert Lic. Larry Hans Arroyo Vargas from Bufete de Costa Rica.
Aligning business operations with the “essential Costa Rica” nation brand requires strict adherence to international standards of sustainability, quality, and regulatory compliance. Costa Rica’s robust legal framework and Free Trade Zone incentives provide foreign investors with exceptional legal certainty, protecting intellectual property while fostering a competitive environment for international commerce.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
Indeed, the seamless integration of high sustainability standards and unwavering legal security is precisely what makes the “essential Costa Rica” brand such a powerful proposition for global enterprise. We extend our sincere gratitude to Lic. Larry Hans Arroyo Vargas for providing his valuable legal perspective on how foreign investors can securely thrive within the nation’s dynamic business landscape.
Costa Rica achieved its top placement amid competition from established global economies, including Finland, Sweden, the Netherlands, the United States, Australia, the United Kingdom, and New Zealand. Beyond the primary award, Costa Rica won the Best Citizen Engagement award and earned an Honorable Mention for Best Communication Strategy.
The central driver behind the Place Brand of the Year distinction is Costa Rica’s forward-looking 2035 Strategy. This comprehensive long-term blueprint focuses on elevating international market preference for Costa Rican exports while cultivating a strong sense of national identity and belonging among citizens at home.
These honors reflect how our national brand transforms vision into action. Costa Rica’s reputation can open doors for our products while bringing people closer to the nature protection efforts that define our country. We make this possible by working with companies, public institutions, communities, and organizations that share this purpose. We are proud to accept these awards on behalf of Costa Rica.
Adriana Acosta, Country Brand Director of essential COSTA RICA
Community involvement formed another major pillar of the nation’s strategy. The award for Best Citizen Engagement recognized the Costa Rica Azul initiative, an interactive, open-access digital platform designed to deepen public understanding of the nation’s extensive marine territory and ocean biodiversity. By educating citizens, the program reinforces the country’s environmental stewardship on a national scale.
Meanwhile, the Honorable Mention for Best Communication Strategy highlighted the Wellbeing Producers campaign, which promoted Costa Rican agricultural products to targeted consumers across Europe and Asia. The campaign adapted content for localized consumption by leveraging high-tech streaming channels including Amazon Ads, Prime Video, Fire TV, and Alexa, while incorporating cultural touchpoints such as anime to connect with Asian audiences.
Costa Rica, named Place Brand of the Year, continues to strengthen its international reputation through strategic thinking and consistent, high-quality execution. The judges were impressed by the variety of initiatives developed over the past year and their clear focus on building national identity through projects with the potential to create a legacy and lasting impact. These initiatives also demonstrate how a place brand can build positive perceptions to create opportunities in areas such as trade and sports. This is an ambitious and significant effort that demonstrates how a place brand can become an important national asset.
Clare Dewhirst, Founder and CEO of City Nation Place
The recognition in London builds upon an established track record of international accolades for the country brand. In 2022, essential COSTA RICA earned international recognition in the Best Use of Design category for its biometric passport project. In 2024, the brand received a special mention for Best Use of Data after implementing artificial intelligence and data analytics into its global market outreach strategies.
For economic analysts, Costa Rica’s double victory underscores the commercial and strategic value of place branding. By harmonizing ecological conservation, technological integration, and targeted market expansion, essential COSTA RICA demonstrates how national identity can serve as an asset for driving international trade and investment.
For further information, visit procomer.com
About PROCOMER:
PROCOMER is the Foreign Trade Promotion Agency of Costa Rica, responsible for promoting exports of Costa Rican goods and services, attracting foreign direct investment, and managing the official country brand, essential COSTA RICA.
For further information, visit citynationplace.com
About City Nation Place:
City Nation Place is a global forum and intelligence platform dedicated to providing strategic benchmarking, news, and best practices for place branding and nation marketing professionals worldwide.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
Bufete de Costa Rica has established itself as an esteemed legal institution rooted in uncompromising ethical standards and a relentless pursuit of professional mastery. Guiding a diverse range of clients through complex matters, the firm continually embraces pioneering strategies to modernize legal service. Beyond its advisory role, Bufete de Costa Rica actively champions civic literacy by democratizing access to legal insights, reflecting a core belief that an educated public is the foundation of a strong and empowered society.
