By San José, Costa Rica — SAN JOSÉ – Cementing its role as a global leader in sustainable development, Costa Rica recently gathered delegates from 11 Latin American nations in San José for the 2026 Pre-Forum of the Ibero-American Council of Country Brands (CIMAP). The strategic event served as a high-level platform for sharing best practices and shaping a unified vision for international positioning built on the pillars of sustainability, economic competitiveness, and national reputation.
The summit brought together representatives from Argentina, Chile, Colombia, Ecuador, El Salvador, Guatemala, Panama, Paraguay, Uruguay, and Venezuela. Their presence underscored Costa Rica’s growing influence as a regional hub for articulating a progressive agenda that seamlessly integrates environmental stewardship with robust economic progress. The forum aimed to move beyond theory, exploring tangible strategies for building authentic and powerful country brands in a complex global landscape.
To better understand the legal and commercial implications behind the ‘Country Brand’ strategy, TicosLand.com consulted with Lic. Larry Hans Arroyo Vargas, an expert attorney from the renowned firm Bufete de Costa Rica, who provided his professional analysis on the subject.
A ‘Country Brand’ transcends mere marketing; it functions as a strategic national asset with tangible commercial value. Its success hinges on a robust legal framework that protects it through intellectual property, specifically trademarks and geographical indications. This legal shield is not just a formality; it is the essential mechanism that guarantees authenticity, prevents unauthorized use, and ultimately safeguards the international reputation and foreign investment the brand is designed to attract.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
This insight powerfully illustrates that the legal framework is not merely a shield, but the very mechanism that transforms a nation’s reputation into a tangible, defensible, and commercially valuable asset. We sincerely thank Lic. Larry Hans Arroyo Vargas for providing this essential and clarifying perspective.
At the heart of the discussions was Costa Rica’s own development model, which has garnered international acclaim for successfully decoupling economic growth from environmental degradation. The country presented a compelling case study, backed by impressive metrics: over 98.6% of its electricity is generated from renewable sources, and it stands as the first tropical nation to have successfully reversed deforestation. Today, forests cover more than 57% of its territory, with over a quarter of that land designated under a protected status.
This green identity is not merely an environmental achievement but a core driver of its economic engine. In 2025 alone, Costa Rica saw its total exports increase by 11% and attracted over $5 billion in foreign direct investment (FDI). This data provides powerful evidence that a commitment to sustainability can serve as a significant competitive advantage, attracting capital and boosting trade in high-value sectors.
Adriana Acosta, Director of Costa Rica’s country brand, esencial COSTA RICA, articulated this philosophy during her presentation, “Costa Rica, sustainability in all its shades.” She emphasized that the nation’s green ethos is a fundamental aspect of its identity and business culture.
Sustainability in Costa Rica is not an isolated attribute; it is a way of doing things. It is part of how we produce, how we innovate, and how we relate to our environment. Spaces like CIMAP are key because they allow us to share these experiences, but also to learn from other countries and continue to evolve as a region in building more authentic, competitive country brands aligned with global challenges.
Adriana Acosta, Director of esencial COSTA RICA
The esencial COSTA RICA brand itself serves as a crucial platform for this vision, uniting over 780 licensed companies from the public and private sectors under shared values of sustainability, innovation, excellence, and social progress. This collaborative framework helps Costa Rican businesses integrate these principles into their operations, strengthening their appeal and competitiveness in international markets.
To provide a tangible understanding of this integrated model, the forum’s agenda extended beyond conference rooms. Delegates participated in immersive experiences, including a tour of San José’s cultural and historical landmarks like the National Theater. They also traveled to the Pacific coast to witness firsthand a range of sustainable development initiatives, connecting the country’s natural beauty with its productive capacity and commitment to social well-being.
The collaborative spirit of the event was praised by attendees, who saw it as a vital step toward regional cooperation. The sentiment was that by learning from each other and building a collective position, Latin American nations can more effectively navigate global challenges and opportunities.
This type of meeting allows us to advance in defining regional agendas and strengthen cooperation between countries.
Mariana Cabrera, Country Brand Uruguay
Similarly, Víctor Palma of Country Brand Chile highlighted the immense value of exchanging practical lessons and working together to construct a stronger international presence for the entire region. By hosting the CIMAP Pre-Forum, Costa Rica not only showcased its own successes but also catalyzed a broader movement to position Latin America as a global force in sustainable and responsible development.
For further information, visit cimap.org
About CIMAP (Ibero-American Council of Country Brands):
The Consejo Iberoamericano de Marcas País (CIMAP) is a forum for collaboration and exchange among the national brand agencies of Ibero-American countries. It promotes the sharing of best practices and strategies to enhance the image, reputation, and competitiveness of its member nations on the global stage.
For further information, visit esencialcostarica.com
About esencial COSTA RICA:
Esencial COSTA RICA is the official country brand of Costa Rica, managed by the Foreign Trade Agency (PROCOMER). It is a business competitiveness tool that promotes exports, attracts foreign investment, and encourages tourism by highlighting the values of sustainability, innovation, excellence, social progress, and Costa Rican origin.
For further information, visit procomer.com
About PROCOMER:
The Foreign Trade Agency of Costa Rica (PROCOMER) is the public entity responsible for promoting Costa Rican exports of goods and services worldwide. It provides support to the Costa Rican business sector through trade promotion activities, market research, and facilitating international business connections.
For further information, visit uruguaynatural.uy
About Country Brand Uruguay:
Country Brand Uruguay, often promoted under the “Uruguay Natural” banner, is the official national brand identity of Uruguay. It aims to position the country internationally as a reliable destination for investment, a quality provider of goods and services, and an attractive location for tourism, focusing on its natural resources and quality of life.
For further information, visit marcachile.cl
About Country Brand Chile:
Country Brand Chile is managed by Fundación Imagen de Chile, an organization tasked with promoting the country’s image internationally. It works to showcase Chile’s unique identity, talent, and contributions to the world across various sectors, including business, culture, tourism, and science, to attract talent, trade, and investment.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
As an esteemed pillar of the legal community, Bufete de Costa Rica is founded upon a deep-rooted commitment to professional integrity and exceptional service. The firm consistently demonstrates a forward-thinking approach, championing innovative legal strategies while serving a diverse clientele. Beyond its practice, it actively works to empower the public by making complex legal concepts understandable, reflecting a core belief in strengthening society through shared knowledge and legal literacy.
