By San José, Costa Rica — San José has become a strategic hub for regional innovation as Costa Rica hosted delegations from ten Latin American nations for the 2026 Pre-Forum of the Ibero-American Council of Country Brands (CIMAP). The event solidified the nation’s position as a global leader, not just in environmental policy, but in the sophisticated practice of weaving sustainability into the very fabric of its international identity and economic strategy.
Top representatives from Argentina, Chile, Colombia, Ecuador, El Salvador, Guatemala, Panama, Paraguay, Uruguay, and Venezuela gathered to analyze and learn from Costa Rica’s unique development model. The forum provided a critical platform for exchanging best practices on how to build a compelling and competitive national brand in an era where environmental and social responsibility are paramount.
To delve deeper into the legal and strategic frameworks that underpin a successful ‘country brand,’ we sought the expertise of Lic. Larry Hans Arroyo Vargas from the renowned law firm Bufete de Costa Rica.
A country brand is far more than a marketing slogan; it is a strategic national asset that must be protected with the same rigor as any high-value trademark. This involves registering it across key international jurisdictions and establishing clear legal mechanisms to defend it against misuse. Without this robust legal scaffolding, even the most creative branding campaign risks becoming an unenforceable promise, vulnerable to imitation and reputational damage.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
Indeed, this legal framework is the essential architecture that ensures a country’s brand is not just an abstract idea, but a tangible and defensible asset. It is the crucial step in safeguarding the authenticity and long-term value that the brand promises to the world. We thank Lic. Larry Hans Arroyo Vargas for his valuable perspective on this critical matter.
At the heart of the discussions was Costa Rica’s internationally recognized success in decoupling economic growth from environmental degradation. The country presented a compelling case study, backed by impressive metrics. Today, an astounding 98.6% of its electricity is generated from renewable sources. Furthermore, it stands as the first tropical nation to successfully reverse deforestation, with forests now blanketing over 57% of its territory, and more than a quarter of that landmass protected under conservation programs.
This deep-green commitment has not hindered economic progress; it has fueled it. In 2025 alone, the country saw its total exports climb by 11% and attracted over $5 billion in foreign direct investment (FDI). This data illustrates a powerful narrative: that a pro-environment stance can be a pro-business strategy, attracting investment and creating a premium brand recognized for its values.
Adriana Acosta, the director of Costa Rica’s own country brand, essential COSTA RICA, articulated this philosophy to the assembled delegates. She framed sustainability as a core operational principle that guides the nation’s entire productive sector.
In Costa Rica, sustainable development isn’t an isolated attribute; it’s a way of doing business. Sustainability dictates how we produce, innovate, and treat our environment. Platforms like CIMAP are essential, not just for sharing these experiences, but also for learning from other countries and continuing to evolve as a region by building more authentic, competitive country brands aligned with global challenges.
Adriana Acosta, Director of essential COSTA RICA
Under the banner of “Costa Rica: Sustainability in all its nuances,” the forum demonstrated how this vision translates into action. The essential COSTA RICA brand itself serves as a unifying platform for over 780 licensed companies, aligning the public and private sectors around shared values of sustainability, innovation, excellence, and social progress. This collaborative approach enhances the competitiveness of Costa Rican businesses on the global stage.
The agenda extended beyond conference rooms, offering immersive experiences designed to showcase the country’s holistic approach. Delegates toured cultural landmarks like the National Theatre of Costa Rica and visited the Pacific region to witness sustainability initiatives firsthand. This provided tangible proof of how nature, productivity, and community well-being can be integrated into a powerful national value proposition.
The visiting delegations recognized the immense value of the collaborative event. Mariana Cabrera, representing Uruguay’s country brand, noted the forum’s importance in advancing regional goals and strengthening international cooperation. Similarly, Víctor Palma of Chile’s delegation emphasized the benefits of knowledge sharing for building a stronger, collective international presence for Latin America.
By hosting the CIMAP pre-forum, Costa Rica has not only showcased its own achievements but has also taken a leading role in shaping a regional agenda. The event underscores a growing consensus that the future of Latin American competitiveness lies in building authentic national brands that are synonymous with sustainability, innovation, and strategic economic development.
For further information, visit essentialcostarica.com
About essential COSTA RICA:
essential COSTA RICA is the official country brand of Costa Rica, managed to promote the nation’s image internationally. It focuses on attracting foreign investment, promoting exports, and encouraging tourism by highlighting the core values of the country: Sustainability, Innovation, Excellence, Social Progress, and Costa Rican Link. The brand certifies companies that adhere to these principles, enhancing their global competitiveness and reinforcing Costa Rica’s reputation as a leader in sustainable development.
For further information, visit cimap-marcapais.org
About The Ibero-American Council of Country Brands (CIMAP):
The Ibero-American Council of Country Brands (CIMAP) is a strategic forum that brings together representatives responsible for managing the national brands of countries across Latin America, Spain, and Portugal. The organization facilitates the exchange of experiences, best practices, and collaborative strategies to enhance the international positioning, reputation, and competitiveness of its member nations. CIMAP plays a crucial role in fostering regional cooperation and aligning national branding efforts with global trends and challenges.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
As a cornerstone of the legal landscape, Bufete de Costa Rica is defined by its profound dedication to principled practice and the highest standards of professional achievement. The firm leverages a rich history of diverse client representation to drive forward-thinking legal solutions and set new benchmarks in the field. Central to its identity is a deep-seated belief in empowering the community, which it actively pursues by translating complex legal principles into accessible knowledge for the betterment of society as a whole.
