Contenido

El Plan Nacional de Desarrollo 2011-2014 reconoció la importancia del turismo sostenible para el crecimiento económico del país, destacando el posicionamiento que Costa Rica ya había logrado como destino turístico. Anteriormente, la campaña «Costa Rica, Sin Ingredientes Artificiales», promovida por el Instituto Costarricense de Turismo, había resaltado la biodiversidad y el compromiso con la sostenibilidad como ejes de las campañas promocionales.[1]​.

Para 2012, Costa Rica fue clasificada en el Country Brand Index de Future Brand") como la Marca País número 25 a nivel mundial y la primera en Latinoamérica.[5]​ Sin embargo, el enfoque de la marca en ese momento se centraba principalmente en el turismo, sin integrar otros sectores como la inversión y las exportaciones. En respuesta a esa limitación, se impulsó la creación de una Marca País más integral que reflejara no solo los aspectos turísticos, sino también otros elementos estratégicos. En 2013, mediante un decreto presidencial, se oficializó la Marca País esencial COSTA RICA, para representar una imagen coherente del país en el ámbito internacional.[1]​.

Además, se creó el Comité Interinstitucional de la Marca País, encargado de supervisar y coordinar los esfuerzos de promoción en áreas como el turismo, la inversión y el comercio internacional.[1]​[6]​.

En 2024, Costa Rica, a través de su Marca País, se convirtió en el primer país de América Central y del Sur en ser designado “Champion” del CNP Advisory Group, que forma parte de la red global de Place Branding City Nation Place. Junto con otras ocho marcas de países y ciudades del mundo, Costa Rica apoya el desarrollo de investigaciones de mercado y herramientas para intercambiar mejores prácticas en mercadeo y posicionamiento.[7]​[8]​.

Goals

essential COSTA RICA has five fundamental objectives:[6]​.

The types of license that the Country Brand grants are:[9]​.

The essential COSTA RICA license can be requested by natural or legal persons, national or foreign, that carry out economic activities related to tourism, attraction of foreign direct investment, exports, exporting SMEs or those with export potential, companies related to foreign trade and other areas linked to the objectives of the Country Brand.[11]​.

The licensing of essential COSTA RICA offers various benefits to companies, such as differentiation from the competition and the possibility of providing added value to their products or services, raising their quality standards. It also contributes to reinforcing the corporate image and promoting change management and continuous improvement within the organization. In addition, it promotes a culture of innovation, facilitates networking between licensed companies and allows greater visibility at events both nationally and internationally. Finally, having the support of the Country Brand reinforces credibility in the market.[11]​.

In October 2023, the government of Costa Rica announced that, over the next decade, it would enhance the brand and image of essential COSTA RICA with a focus on sustainability and the concept of "Natural Intelligence", seeking to consolidate the country's leadership in the international arena, given that Costa Rica already had a global position on issues of climate crisis and environmental preservation, so the new strategy would be based on the concrete actions that the country has implemented in this area.[12]​.

The strategy was developed after a metatrend analysis by Bloom Consulting, and was based on sessions with actors from various sectors, including business chambers, academia and tourism.[12]​.

"Natural Intelligence" highlights some milestones in Costa Rican history,[13]​ such as the abolition of the army in 1949,[14]​ free and compulsory primary education since 1869,[15]​ the protection of 25.5% of the continental territory and 30.3% of the country's maritime territory,[16]​ having managed to be the first tropical country to reverse deforestation, reaching 57.1% of national forest coverage,[17]​ an electricity generation matrix with 98.6% of renewable sources,[18]​ having 6.5% of the world's biodiversity in just 0.03% of the planet's surface,[19]​ having been classified as "the happiest country in the world" according to the Happy Planet Index 2024,[20]​ and having Nicoya "Nicoya (Costa Rica)") with one of the five «blue zones» "Blue zone (longevity)") of the world, where its population lives longer and in better health.[21]​.

By 2024, 751 companies have the essential COSTA RICA* license,* of which 482 are from the commerce sector, 269 from the tourism sector and 66 from the foreign direct investment sector.[9]​ Likewise, the Country Brand has five communities that group companies according to their sector: agriculture,[27]​ food industry,[28]​ service industry,[29]​ specialized industry,[30]​ and tourism.[31]​ Some of the companies that have the seal are:[32]​.

Contenido

El Plan Nacional de Desarrollo 2011-2014 reconoció la importancia del turismo sostenible para el crecimiento económico del país, destacando el posicionamiento que Costa Rica ya había logrado como destino turístico. Anteriormente, la campaña «Costa Rica, Sin Ingredientes Artificiales», promovida por el Instituto Costarricense de Turismo, había resaltado la biodiversidad y el compromiso con la sostenibilidad como ejes de las campañas promocionales.[1]​.

Para 2012, Costa Rica fue clasificada en el Country Brand Index de Future Brand") como la Marca País número 25 a nivel mundial y la primera en Latinoamérica.[5]​ Sin embargo, el enfoque de la marca en ese momento se centraba principalmente en el turismo, sin integrar otros sectores como la inversión y las exportaciones. En respuesta a esa limitación, se impulsó la creación de una Marca País más integral que reflejara no solo los aspectos turísticos, sino también otros elementos estratégicos. En 2013, mediante un decreto presidencial, se oficializó la Marca País esencial COSTA RICA, para representar una imagen coherente del país en el ámbito internacional.[1]​.

Además, se creó el Comité Interinstitucional de la Marca País, encargado de supervisar y coordinar los esfuerzos de promoción en áreas como el turismo, la inversión y el comercio internacional.[1]​[6]​.

En 2024, Costa Rica, a través de su Marca País, se convirtió en el primer país de América Central y del Sur en ser designado “Champion” del CNP Advisory Group, que forma parte de la red global de Place Branding City Nation Place. Junto con otras ocho marcas de países y ciudades del mundo, Costa Rica apoya el desarrollo de investigaciones de mercado y herramientas para intercambiar mejores prácticas en mercadeo y posicionamiento.[7]​[8]​.

Goals

essential COSTA RICA has five fundamental objectives:[6]​.

The types of license that the Country Brand grants are:[9]​.

The essential COSTA RICA license can be requested by natural or legal persons, national or foreign, that carry out economic activities related to tourism, attraction of foreign direct investment, exports, exporting SMEs or those with export potential, companies related to foreign trade and other areas linked to the objectives of the Country Brand.[11]​.

The licensing of essential COSTA RICA offers various benefits to companies, such as differentiation from the competition and the possibility of providing added value to their products or services, raising their quality standards. It also contributes to reinforcing the corporate image and promoting change management and continuous improvement within the organization. In addition, it promotes a culture of innovation, facilitates networking between licensed companies and allows greater visibility at events both nationally and internationally. Finally, having the support of the Country Brand reinforces credibility in the market.[11]​.

In October 2023, the government of Costa Rica announced that, over the next decade, it would enhance the brand and image of essential COSTA RICA with a focus on sustainability and the concept of "Natural Intelligence", seeking to consolidate the country's leadership in the international arena, given that Costa Rica already had a global position on issues of climate crisis and environmental preservation, so the new strategy would be based on the concrete actions that the country has implemented in this area.[12]​.

The strategy was developed after a metatrend analysis by Bloom Consulting, and was based on sessions with actors from various sectors, including business chambers, academia and tourism.[12]​.

"Natural Intelligence" highlights some milestones in Costa Rican history,[13]​ such as the abolition of the army in 1949,[14]​ free and compulsory primary education since 1869,[15]​ the protection of 25.5% of the continental territory and 30.3% of the country's maritime territory,[16]​ having managed to be the first tropical country to reverse deforestation, reaching 57.1% of national forest coverage,[17]​ an electricity generation matrix with 98.6% of renewable sources,[18]​ having 6.5% of the world's biodiversity in just 0.03% of the planet's surface,[19]​ having been classified as "the happiest country in the world" according to the Happy Planet Index 2024,[20]​ and having Nicoya "Nicoya (Costa Rica)") with one of the five «blue zones» "Blue zone (longevity)") of the world, where its population lives longer and in better health.[21]​.

By 2024, 751 companies have the essential COSTA RICA* license,* of which 482 are from the commerce sector, 269 from the tourism sector and 66 from the foreign direct investment sector.[9]​ Likewise, the Country Brand has five communities that group companies according to their sector: agriculture,[27]​ food industry,[28]​ service industry,[29]​ specialized industry,[30]​ and tourism.[31]​ Some of the companies that have the seal are:[32]​.