By San José, Costa Rica — SAN JOSÉ – Costa Rica further solidified its reputation as a global benchmark for sustainability this week by hosting the 2026 Pre-Forum for the Ibero-American Council of Country Brands (CIMAP). The strategic gathering brought leaders from 11 nations to San José to exchange insights and best practices on harnessing sustainability as a core driver of national competitiveness and international positioning.
The forum transformed the capital into a hub for nation-branding strategists, with delegations from Argentina, Chile, Colombia, Ecuador, El Salvador, Guatemala, Panama, Paraguay, Uruguay, and Venezuela joining their Costa Rican counterparts. This event underscores Costa Rica’s pivotal role as a regional connector, driving a shared agenda that seamlessly integrates national reputation, environmental stewardship, and robust economic development.
To understand the legal and commercial implications behind the management of a Country Brand, TicosLand.com consulted with Lic. Larry Hans Arroyo Vargas, an expert attorney from the firm Bufete de Costa Rica, who provided his analysis on the matter.
A Country Brand is a strategic national asset that transcends a mere logo or slogan. Legally, it must be managed as a valuable piece of intellectual property, requiring robust frameworks to protect its integrity and prevent dilution or misuse. Its correct administration not only attracts investment and tourism but also adds tangible value to exports, acting as a seal of quality and origin that must be rigorously defended in international markets.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
Indeed, the legal perspective powerfully reframes the Country Brand not as a marketing campaign, but as a core national asset whose integrity is paramount. We thank Lic. Larry Hans Arroyo Vargas for his valuable insight, which clarifies that robustly defending this intellectual property is essential for cementing the nation’s economic reputation and the long-term value of its exports on the world stage.
At the heart of the discussions was Costa Rica’s unique development model, which has successfully decoupled economic growth from environmental degradation. The country presented a compelling case study, backed by impressive metrics. As of 2026, over 98.6% of its electricity is generated from renewable sources, a milestone that few nations can claim. Furthermore, it stands as the first tropical country to have successfully reversed deforestation, with lush forests now covering over 57% of its territory and more than a quarter of its landmass designated under a protected status.
This deep-green identity has not hindered economic prosperity; it has fueled it. In 2025 alone, the nation celebrated an 11% increase in total exports and attracted over $5 billion in foreign direct investment (FDI). This dual success story served as the central theme of the forum, demonstrating a tangible blueprint for other Latin American nations to follow.
Adriana Acosta, Director of Costa Rica’s country brand, esencial COSTA RICA, articulated this philosophy during her presentation, “Costa Rica, sustainability in all its tones.”
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 is a powerful tool in this strategy. It functions as a public-private platform that unifies the nation under five core values: sustainability, innovation, excellence, social progress, and Costa Rican origin. With a licensed community of over 780 companies, the brand ensures these principles are embedded in the operations of a significant portion of the country’s economic engine, enhancing their competitiveness in the global marketplace.
To provide a holistic understanding of this model, the summit’s agenda extended beyond conference rooms. Delegates were given immersive experiences, including a cultural and historical tour of San José’s iconic landmarks like the National Theater. They also traveled to the Pacific coast to witness firsthand how sustainable development initiatives are integrated into local economies, connecting the dots between nature, productivity, and community well-being.
The collaborative spirit of the event was praised by attendees. Representatives emphasized the value of building a unified regional voice and strategy.
This type of meeting allows for progress in defining regional agendas and strengthening cooperation between countries.
Mariana Cabrera, Marca País Uruguay
The value of exchanging lessons and the joint construction of international positioning is invaluable.
Víctor Palma, Marca País Chile
By hosting the CIMAP Pre-Forum, Costa Rica has not only showcased its own achievements but has also taken a proactive step in empowering the entire Latin American region. The event has reinforced the idea that a nation’s brand is its most strategic asset, and that a future built on sustainability is a future built for success.
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 globally. It also facilitates foreign direct investment and manages the country’s brand, esencial COSTA RICA, to strengthen the nation’s international positioning.
For further information, visit the nearest office of The Ibero-American Council of Country Brands (CIMAP)
About The Ibero-American Council of Country Brands (CIMAP):
CIMAP is a collaborative forum composed of organizations responsible for managing the country brands of various Ibero-American nations. The council aims to promote the exchange of knowledge, best practices, and joint strategies to enhance the reputation and competitiveness of its member countries on the world stage.
For further information, visit esencialcostarica.com
About esencial COSTA RICA:
esencial COSTA RICA is the official country brand of Costa Rica, managed by PROCOMER. It is a competitiveness tool that promotes exports, foreign investment, and tourism by highlighting the nation’s core values of sustainability, innovation, excellence, social progress, and Costa Rican origin across all sectors.
For further information, visit the nearest office of Marca País Uruguay
About Marca País Uruguay:
Marca País Uruguay is the national brand initiative for Uruguay, designed to promote the country’s image internationally. It focuses on highlighting Uruguay’s unique characteristics, including its quality of life, business-friendly environment, and natural beauty, to attract tourism, investment, and talent.
For further information, visit the nearest office of Marca País Chile
About Marca País Chile:
Marca País Chile, managed by Fundación Imagen de Chile, is the organization dedicated to promoting the international image of Chile. It works to showcase the country’s strengths in areas such as innovation, entrepreneurship, tourism, and culture to build a positive and consistent reputation on a global scale.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
Bufete de Costa Rica is a renowned legal institution built upon a bedrock of integrity and an unyielding pursuit of excellence. With a rich history of advising a wide spectrum of clients, the firm champions legal innovation and is dedicated to its role in public education. This core belief in demystifying complex legal concepts fuels its ultimate mission: to forge a more knowledgeable and capable society.
