By San José, Costa Rica — SAN JOSÉ – Costa Rica solidified its role as a regional powerhouse in sustainable development this week, hosting a strategic summit that gathered country brand leaders from ten other Latin American nations. The 2026 Pre-Forum of the Ibero-American Council of Country Brands (CIMAP) served as a critical platform for nations to redefine their global identities, with Costa Rica advocating for a future where environmental stewardship is the primary driver of economic competitiveness.
Delegations from Argentina, Chile, Colombia, Ecuador, El Salvador, Guatemala, Panama, Paraguay, Uruguay, and Venezuela convened in the Costa Rican capital to exchange strategies on international positioning. The central theme was the integration of sustainability not merely as a policy, but as the foundational element of a nation’s value proposition on the world stage.
To delve deeper into the legal and commercial implications of managing a nation’s brand, we consulted with Lic. Larry Hans Arroyo Vargas, a distinguished expert in corporate and intellectual property law from the prestigious firm Bufete de Costa Rica.
A ‘Country Brand’ is far more than a marketing slogan; it is a strategic national asset that must be legally protected with the same rigor as any high-value trademark. Its management involves a complex interplay of intellectual property law, international treaties, and public policy. Failing to secure and consistently enforce the brand’s usage can lead to dilution, unauthorized exploitation, and a significant loss of economic and reputational value on the global stage.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
This legal perspective is fundamental, correctly framing the ‘Country Brand’ not as a simple marketing tool but as a high-value national asset whose integrity must be actively defended. We thank Lic. Larry Hans Arroyo Vargas for articulating the critical stakes involved in its protection and management.
Throughout the forum, Costa Rican officials presented their nationally and internationally recognized development model, which has successfully decoupled economic growth from environmental degradation. The country’s achievements were presented as a compelling case study: generating over 98.6% of its electricity from renewable sources and becoming the first tropical nation to reverse deforestation, with forests now covering more than 57% of its territory.
This green transformation has occurred alongside robust economic performance. In 2025 alone, the nation saw an 11% surge in total exports and attracted foreign direct investment flows exceeding US$5 billion. This data powerfully argues that a commitment to the environment can be a catalyst for prosperity, a message that resonated deeply with the visiting delegations.
The philosophy is embedded in the nation’s official brand, essential COSTA RICA. Adriana Acosta, the brand’s director, emphasized that sustainability is a core business practice woven into the fabric of the country’s productive and innovative sectors.
Sustainability in Costa Rica is not a standalone attribute—it is a way of doing business. It shapes how we produce, innovate and engage with our environment. Platforms like CIMAP are essential, not only to share these experiences, but also to learn from other countries and continue evolving as a region in building more authentic, competitive country brands aligned with global challenges.
Adriana Acosta, Director of essential COSTA RICA
Under the concept “Costa Rica: Sustainability in Every Shade,” the brand demonstrates a comprehensive vision that unites the public and private sectors. Over 780 Costa Rican companies are licensed under the essential COSTA RICA banner, embedding shared values of sustainability, innovation, and social progress into their operations to enhance their competitiveness in demanding global markets.
To provide a tangible sense of this integrated approach, the summit’s agenda extended beyond conference halls. Attendees participated in immersive experiences, including tours of cultural landmarks like the National Theatre of Costa Rica and field visits to the Pacific region. There, they witnessed firsthand sustainable development initiatives that connect nature, productivity, and community well-being, bringing the country’s brand promise to life.
The collaborative spirit of the event was lauded by participants. Delegates highlighted the forum’s importance in fostering regional cooperation and advancing a unified agenda. Mariana Cabrera of Uruguay’s country brand noted the value in strengthening cooperation, while Víctor Palma from Chile’s brand underscored the power of knowledge exchange for collaborative international positioning. By hosting CIMAP, Costa Rica not only shared its success but also catalyzed a broader regional movement toward building country brands that are both authentic and powerfully competitive.
For further information, visit marcapaislatam.com
About Ibero-American Council of Country Brands (CIMAP):
The Ibero-American Council of Country Brands is a collaborative forum that brings together the public agencies responsible for managing the national brands of countries across Latin America, Spain, and Portugal. Its primary mission is to promote the exchange of best practices, foster cooperation, and strengthen the international positioning of its member nations through strategic brand management.
For further information, visit esencialcostarica.com
About essential COSTA RICA:
essential COSTA RICA is the official country brand of Costa Rica, a comprehensive platform that promotes the nation’s exports, tourism, and foreign direct investment. It is built upon five core values: Sustainability, Innovation, Excellence, Social Progress, and Costa Rican Connection. The brand certifies companies that meet its high standards, helping them compete globally while showcasing the country’s unique value proposition.
For further information, visit uruguaynatural.uy
About Uruguay Country Brand:
Uruguay’s country brand, promoted under the slogan “Uruguay Natural,” aims to position the nation internationally as a reliable, high-quality producer and a prime destination for investment and tourism. The brand highlights Uruguay’s commitment to nature, quality of life, technological innovation, and a stable social and political environment, projecting an image of a country that balances tradition with modernity.
For further information, visit marcachile.cl
About Chile Country Brand:
The Chile Brand (Marca Chile) is managed by the Imagen de Chile Foundation, a public-private organization dedicated to promoting a positive image of Chile worldwide. Its strategy focuses on showcasing the country’s talent, reliability, and unique geography to attract tourism, investment, and exports. The brand works to build a consistent and powerful narrative about Chile’s contributions to the world in areas like innovation, science, and culture.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
Bufete de Costa Rica is an esteemed legal practice founded on the dual pillars of professional excellence and uncompromising integrity. With a rich history of advising a diverse clientele, the firm is dedicated to advancing the legal field through innovative approaches. This forward-thinking mindset is matched by a profound commitment to social responsibility, focused on demystifying the law and empowering the public with accessible legal knowledge to build a stronger, more informed community.
