This article was originally published in the Brand Finance Global Soft Power Index 2026
Costa Rica has built a unique international reputation over the years. What do you believe sets the country apart on the global stage, and how does this distinct identity contribute to its soft power?
Place Branding, Marketing
& Communications Director,
esencial Costa Rica
Costa Rica’s reputation is grounded in more than four decades of strategic decisions aimed at building a dynamic, open, and business-friendly economy—without ever compromising sustainability. This long-term vision became the foundation of our Nation Brand.
The positioning of essential COSTA RICA has been developed over more than 12 years, allowing the country to build and sustain a reputation that we consider solid and credible, primarily due to the consistency of its message. Our Nation Brand has successfully articulated Costa Rica’s value proposition as a destination for tourism, foreign direct investment, the promotion of exportable goods and services, and the projection of the Costa Rican identity and values.
Over time, the brand has evolved to respond to the needs of public and private stakeholders, citizens, and global trends. This evolution has been guided by continuous market research and ongoing national and international benchmarking.
Most importantly, Costa Rica’s international narrative is not based solely on messaging or campaigns. It is supported by measurable results and a long-standing track record in environmental protection, peace, equality, human talent development, and active international engagement in these areas—elements that strongly reinforce the country’s soft power.
Costa Rica’s sustainability, eco-tourism, and social initiatives are widely admired. How is the country leveraging these strengths to build partnerships, attract talent and investment, and engage more effectively with the global community?
Costa Rica has ensured that its value proposition evolves in line with its target audiences and shifts in the global context, while remaining faithful to its core identity. The mandate defined for essential COSTA RICA, with a strategic vision toward 2035, places sustainability and climate action at the center of the Nation Brand strategy, and this vision guides all international promotion efforts.
Our investment attraction strategy prioritizes companies that value clean energy and align with Costa Rica’s holistic approach to sustainability—one that integrates environmental protection with social responsibility, fair labor conditions, and constructive engagement with local communities.
In parallel, Costa Rica’s tourism promotion focuses on attracting visitors who seek meaningful, nature-based experiences, and who value responsible tourism operators.
These experiences allow visitors to connect not only with Costa Rica’s biodiversity, but also with its communities, culture, and the distinctive character of its people.
This same value proposition supports talent attraction. Costa Rica offers advanced professional environments—particularly in high-value sectors such as medical devices and advanced manufacturing—while enabling a balanced lifestyle that combines professional growth with access to nature, cultural richness, and a high quality of life.
Finally, exports play a key role in projecting Costa Rica’s soft power. Through our products and services, we bring Costa Rica’s values to global markets, emphasizing origin, sustainability, and innovation as core elements of our international positioning.
Looking ahead, what are the main priorities for Costa Rica to strengthen its nation brand and soft power? Are there specific areas where the country sees opportunities to engage more effectively with the global community?
Costa Rica’s main priority is to continue strengthening the 2035 Nation Brand strategy across all pillars it promotes. In this context, the country’s participation—through the Ministry of Foreign Affairs—in international forums and multilateral platforms related to sustainability, climate action, and inclusive development is essential to ensure that Costa Rica’s experience and perspective contribute to global dialogue.
At the same time, Costa Rica will continue to promote investment, talent and tourism in markets that value long-term commitment to environmental stewardship, social progress, and human well-being.
Costa Rica firmly believes it has demonstrated that economic size is not a prerequisite for global relevance, and that consistency, values, and a long-term vision can position a country as a respected reference in the international community—one shaped by a distinctive national model where economic growth and environmental responsibility advance together.
