Creating the Country Brand Costa Rica - FutureBrand
Costa Rica

Costa Rica

Building a brand with a compelling vision for the future

In the middle of 2009, the Country Brand Comission worked in the development, structure and impetus of Country Brand Costa Rica Project.
The first step was the definition and constitution of this Committee where the public and private sector had to be involved: the Ministry of Foreign Trade (COMEX), the Costa Rican Tourism Institute (ICT), the Foreign Trade Promoter (PROCOMER) and the Costa Rican Investment Promotion Agency (CINDE), the Ministry of Foreign Affairs and the Ministry of Agriculture.


Costa Rica “No Artificial Ingredients”, used to base its value proposition specifically for the tourist field and all the efforts were made to improve the performance of Costa Rica as a destiny.

The evolution of brand destination to country brand was guided by the necessity of a broader positioning that includes investments and foreign trade with one main reason: set up the differentiation and competitive advantage of the country in a global scale.


In a concentrated and preserved territory, in a privileged location, Costa Rica combines:

  • the well-known commitment for the environment (heritage of the tourist brand)
  • the promotion of education and peace
  • the access to health system
  • a development plan based on future industries, from technology to food industry
Costa Rica