{"id":1242,"date":"2020-01-06T17:52:44","date_gmt":"2020-01-06T17:52:44","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=1242"},"modified":"2025-11-13T15:28:47","modified_gmt":"2025-11-13T15:28:47","slug":"costa-rica-how-a-small-country-can-have-a-great-vision","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/costa-rica-how-a-small-country-can-have-a-great-vision\/","title":{"rendered":"Costa Rica, how a small Country can have a great vision"},"content":{"rendered":"\n

Nature, education and innovation <\/strong>(Background<\/em>)<\/p>\n\n\n\n

Located in the heart of America, Costa Rica is an\noasis that enchants for its beaches bathed by the Pacific and the Caribbean Sea,\nits volcanoes, mountain ranges, forests, nature reserves, and the immense\ndiversity of fauna and flora. But is that all that is?<\/p>\n\n\n\n

Independent since 1848, it is considered one of the\nmost stable democracies in the American continent and was the first country in\nLatin America to invest in hydroelectricity. The official language is Spanish,\nand it abolished the army a century after its independence to invest more on its\npeople education and health.<\/p>\n\n\n\n

\"\u201c<a
San Jos\u00e9, capital of Costa Rica, is today a cosmopolitan city.<\/em> \u00a9 Dan Lundberg<\/a> Flickr<\/figcaption><\/figure>\n\n\n\n

Its capital, San Jos\u00e9, is the most populated province\nin the country and is located in the Central Valley, crossing the impressive\nmountains of the Cordillera Central, which host national parks, forest reserves,\nand fertile land where coffee plantations abound.<\/p>\n\n\n\n

With a belief in the transforming power of culture,\nthe government bets on young people\u2019s artistic education, creating\nopportunities and accessibility in the world of arts, promoting\nentrepreneurship and the preservation of national cultural heritage.<\/p>\n\n\n\n

\"\"
Education and well-being are one of the major concerns of successive costa rican governments<\/em><\/figcaption><\/figure>\n\n\n\n

In addition to enabling the inclusion of indigenous\npeople, there are programmes whose aim is to encourage children from various\ncommunities to learn to play an instrument, to have contact with sculpture,\ncraft products, and dance.<\/p>\n\n\n\n

The strong investment in education translates into a\nhigh qualification of Costa Rican talent, whose ability to innovate, create new\nbusinesses and specialisations, and accept new challenges stands out in the\nregion. In fact, around 81% of export companies are small- and medium-sized\nbusinesses. <\/p>\n\n\n\n

Thus, this Central American country guarantees quality\nin production and diversity in exports. Costa Rica exports 4359 products to 157\ncountries, making it the largest exporter in Latin America for high technology,\nand the seventh in the world for industrial goods.<\/p>\n\n\n\n

Video games, medical devices, products for the\naeronautical industry, applications, software, pineapple, cantaloupe, tubers,\nchayote, rambutan, watermelon, plantains, and nutritional snacks are the most\nexported products.<\/p>\n\n\n\n

All this is done with consideration to committing to the environment, given that 25.5% of the territory is protected areas, including volcanoes, islands, waterfalls, rivers, tropical forests, and canyons, among others. Since the country is geographically among the continental masses of North and South America, it hosts the most varied fauna and flora.<\/p>\n\n\n\n

\"\"
Biodiversity conservation is under the responsibility of the Ministry of Environment and Energy.<\/em><\/figcaption><\/figure>\n\n\n\n

A Country Brand with a margin of progression <\/strong>(Challenge<\/em>)<\/p>\n\n\n\n

The Costa Rican Investment Promotion Agency (PROCOMER),\nthe organization responsible for the Costa Rica Country Brand, contacted Bloom\nConsulting in 2016 to carry out a detailed analysis of the perceptions of this\nCountry Brand, in order to assess its international attractiveness.<\/p>\n\n\n\n

Besides, they also asked for an assessment of the\nperformance of Costa Rica’s Country Brand in the international context, as well\nas a comparison of this same performance with its direct competitors.<\/p>\n\n\n\n

Thus, in a first phase, we collected data through the Digital Demand – D2\u00a9<\/a><\/strong> tool, which provided us with essential information regarding online research on investment by potential investors. Because what is sought in digital platforms is a clear indicator of what is happening in a Country, Region or City<\/a><\/strong>.<\/p>\n\n\n\n

Tourism supply, international reputation, security and\nstability, modernity, and socioeconomic factors were all elements that\nreflected the favourable impact of Costa Rica’s Country Brand.<\/p>\n\n\n\n

Overall, the results revealed a good reputation for\nthe Country Brand and a positive perception, whose trend was better than\nMexico, Colombia, Panama, and the Dominican Republic, the direct competitor\nmarkets.<\/p>\n\n\n\n

The study thus showed that, in addition to the high\ndemand from the external audience in Costa Rica, this Country Brand has a high\npotential for growth regarding its main competitors, since an increase in\nonline interest was detected.<\/p>\n\n\n\n

The economic climate, the government’s focus on policies targeted at green energy \u2013 the essence of its strategic positioning \u2013 and on sustainable tourism had a positive impact on international perception and online demand for this Country Brand.<\/p>\n\n\n\n

\"\"
Since 2013, the Country Brand of Costa Rica has been rising in the Bloom Consulting Country Brand Ranking\u00a9, in Investment and Tourism, the latter visible in the table above.<\/em> <\/figcaption><\/figure>\n\n\n\n

Nevertheless, throughout the editions of Bloom Consulting Country Brand Ranking\u00a9<\/a><\/strong> – another methodology used to measure the performance of this Country Brand -, the evolution has always been towards growth. Regarding Tourism, Costa Rica has made a significant leap since 2013, rising from 11th<\/sup> place to 5th<\/sup> place in the region, thus reaching the Top 10 thanks to an increase in tourism receipts, online performance, and effective communication strategy (Rating CBS: AA). Step by step, it is about to rise to the Top 30 worldwide.<\/p>\n\n\n\n

With sustainability as the engine of the economy, the\nevolution in the Trade editions of the ranking has also been steady: it\noccupied the 12th<\/sup> place in 2013 and is currently in the 10th<\/sup>\n position in the continental table, also\nimproving in the Digital Demand – D2\u00a9 searches and in the CBS Rating (A).<\/p>\n\n\n\n

Those who work in Place Branding such as Bloom\nConsulting knows that going onsite is fundamental to get to know the place and\ninterview people. In addition to the hundreds of surveys that we managed in 35\ncountries, we conducted, together with the Costa Rican team, several interviews\nwith different stakeholders to understand two cornerstones of this Country Brand:\nidentify the existing perception and the intended perception and map the\nongoing projects of previous governments and private initiatives.<\/p>\n\n\n\n

From strategy to management model <\/strong>(Strategy<\/em>)<\/p>\n\n\n\n

“Before Bloom Consulting, there was already a Central\nIdea and a brand strategy: Esencial Costa Rica”,<\/em> as Jos\u00e9 Filipe Torres, CEO of Bloom Consulting,\nrecalls, “our job was to look at the existing strategy and not try to\nchange it, but rather help the Costa Rican team to make it work even better”,<\/em>\nhe explains. “Maintaining an\nexisting strategy is as important as developing a new Country Brand strategy.\nThis is one of the responsibilities that consultants and governments have to\nknow how to manage: if the strategy is good, it is to be maintained<\/em>“, Jos\u00e9\ncontinues.<\/p>\n\n\n\n

We started with the Brand Book <\/em>and the values\nof sustainability, social progress, excellence, and innovation, and we wanted\nto understand what they really mean. And what Costa Rica want is to be a role\nmodel to the world. As Jos\u00e9 Torres points, “Costa Rica is a kind of\nScandinavia from Latin America”.<\/em><\/p>\n\n\n\n

Thus, we provided tools for a new brand management\nmodel that involves stakeholders and we aligned everything the brand does with\nthe Central Idea, through our ON\/OFF filters. And since there are no universal\nmetrics, we chose the most appropriate key indicators for measuring performance\n(KPI) and the most relevant ones for stakeholders and for the Country Brand.<\/p>\n\n\n\n

This way, we were able to adequately monitor the\nprogress of the government’s work and create a set of significant\nrecommendations to improve Costa Rica’s attractiveness at the heart of the\ninternational investor community.<\/p>\n\n\n\n

\"\"
Evolution of searches by brandtag “Renewable Energies” in Costa Rica<\/figcaption><\/figure>\n\n\n\n

Aligning “green” policies with the Central Idea impacted the perception of the Country Brand, and without using any marketing techniques, the evolution of the renewable energy\u2019s demand is clearly visible in the Digital Country Index 2017\/2018<\/a><\/strong>. At each milestone reached – 75 days without using fossil energy, then 100 days, etc. – the searches skyrocketed, generating an extremely positive trend, as can be seen in the chart above. Costa Rica was the first country ever to reach the incredible feature of functioning 299 days with renewable energy only.<\/p>\n\n\n\n

 “It is\nimportant that people know where it is and how big Costa Rica is, because what\nthis country is doing is gigantic, has a real impact, and is extremely\ninnovative,”<\/em>\nsays Malcolm Allan, Bloom Consulting\u2019s President. “Costa Rica covers\nonly 0.03% of the global territory, but the way they faced this challenge holds\nexemplary lessons for the rest of the world,”<\/em> he said.<\/p>\n\n\n\n

Jos\u00e9 Torres enhances\nanother aspect: “One of the most important things was the launch of the\nCountry Brand by the public, without being associated with any specific\ngovernment, because one of the key points of the strategy is precisely to invest\nin people\u201d.<\/em><\/p>\n\n\n\n

Bloom Consulting\u2019 CEO highlighted the role of Daniel Valverde, director of Esencial COSTA RICA<\/a>, \u201cwho met with the new government in 2018 and explained to them the importance of Country Branding and of continuing to bet on this strategy”.<\/em> In other words, involving stakeholders from the beginning.<\/p>\n\n\n\n

\"\"
Daniel Valverde, director of the Country Brand Esencial Costa Rica<\/em><\/figcaption><\/figure>\n\n\n\n

In fact, Esencial Costa Rica Country Brand, together\nwith Bloom Consulting, developed a commitment programme with stakeholders,\nwhere hierarchies and responsibilities were defined. “Sharing\ncommitment with public institutions is essential for the creation, development,\nand maintenance of the Country Brand”<\/em>, underlines Daniel Valverde.<\/p>\n\n\n\n

A protocol was also established with a private sector alliance,\nwith more than 400 companies obtaining a license to represent the Country\nBrand. Citizens\u2019 commitment has played a crucial role, as the director of\nEsencial Costa Rica states: “Costa Rica’s story is told by its five\nmillion people, it is a very important asset of our Brand”.<\/em><\/p>\n\n\n\n

Measuring and reporting to institutions was the chosen\nway to maintain the interest of stakeholders and to make them feel part of the\nbrand. However, a Country Brand should not be associated with political\nparties, which is why a support structure has been created for the management\nof the brand so that it can survive the changes in government. This way,\ncommunication with the press is also better.<\/p>\n\n\n\n

Recognition and international awards <\/strong>(Results<\/em>)<\/p>\n\n\n\n

One of the key factors that the Esencial Costa Rica team has been working on is precisely its online footprint. As Daniel Valverde explains: “Digital Identity shortens the gap between what people know about Costa Rica and what Costa Rica really is\u201d.<\/em><\/p>\n\n\n\n

Nevertheless, this small Central American Country has been in the news for the most varied and positive reasons, with recognition of its strategic positioning being the main one.<\/p>\n\n\n\n

\"\"
The Esencial Costa Rica team received the “Place Brand of the Year” award at the CNP Global 2019<\/em><\/figcaption><\/figure>\n\n\n\n

More recently, in November 2019, at the City Nation Place Global event in London, the Esencial Costa Rica Country Brand received the impressive Place Brand of the Year<\/a> award for their “commitment to a multi-faceted, sustainable strategy and a belief in the power of a Place Brand to bring a nation together,<\/em>” as stated by the CNP organization.<\/p>\n\n\n\n

This distinction was extremely important due to the\ninternational recognition of an independent jury. With values of preservation\nand sustainability, and the engagement of citizens and various organizations, Costa Rica\u00b4s strategy serves as an example for other brands. Bloom\nConsulting has already seen three of its clients nominated finalists for this\nCity Nation Place award (Braga and Idanha-a-Nova), with Costa Rica being the\nfirst winner.<\/p>\n\n\n\n

In August of the same year, the capital San Jos\u00e9 hosted the first City Nation Place – Latin America and the Caribbean<\/a> event, bringing together international experts, governments, and stakeholders from the region, and sharing the most successful case studies.<\/p>\n\n\n\n

At the 26th<\/sup> edition of the World Travel Awards<\/a> \u2013 the Tourism Oscars \u2013 Costa Rica won 10 awards, including the “Best Destination in Central America and Mexico 2019”, elected by professionals and businessmen in the area. It was also considered the “Best Wildlife & Nature Destination 2019” by the readers of the UK’s independent travel publication Selling Travel<\/a>.<\/p>\n\n\n\n

According to Site Selection Magazine<\/a>, Costa Rica is one of the 5 best countries to invest in worldwide. It is also one of the 5 countries that leads the global bet on renewable resources, setting the goal of becoming the first plastic and carbon-free nation by 2021.<\/p>\n\n\n\n

Costa Rica has received a 2019 Champions of the Earth award<\/a>, the UN\u2019s highest environmental honour, for its role in the protection of nature and its commitment to ambitious policies to combat climate change. The United Nations Environment Programme (UNEP) recognized Costa Rica in the policy leadership category and as a world leader in sustainability.<\/p>\n\n\n\n

And these are just part of the list of achievements\nand the example that Costa Rica has accomplished and continues to fulfil every\nday.<\/p>\n\n\n\n

With an average life expectancy higher than that of\nthe United States of America, this small nation is considered one of the\nhappiest in the world, thanks to its commitment to the well-being and quality\nof life of its population.<\/p>\n\n\n\n

But this Country Brand of Costa Rica did not come out\nof nowhere. Its position in the world comes from its people, its history, its\nheritage, its identity, and the way it wants to develop.<\/p>\n\n\n\n

Costa Rica knows where it comes from and where it\ngoes. And it leads by example.<\/p>\n\n\n\n

Learn more about Costa Rica’s Case Study at Bloom Consulting’s website<\/a><\/strong><\/p>\n\n\n\n

\u201cDigital identity shortens the gap between what people know about Costa Rica and what Costa Rica really is. This is one of the keys of the strategy that Bloom Consulting developed with PROCOMER and Esencial Costa Rica\u201d.<\/em><\/p>\n\n\n\n

Daniel Valverde, director of Esencial Costa Rica Country Brand<\/strong><\/p>\n\n\n\n

\n\n\n\n

Published on 11.04.2020.<\/p>\n","protected":false},"excerpt":{"rendered":"

Nature, education and innovation (Background) Located in the heart of America, Costa Rica is an oasis that enchants for its beaches bathed by the Pacific and the Caribbean Sea, its volcanoes, mountain ranges, forests, nature reserves, and the immense diversity of fauna and flora. But is that all that is? Independent since 1848, it is […]<\/p>\n","protected":false},"author":3,"featured_media":12094,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[146,77],"tags":[172,165,174,155,157,144,154],"class_list":{"0":"post-1242","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-highlights","8":"category-places","9":"tag-bloom-consulting","10":"tag-costa-rica","11":"tag-countries","12":"tag-country-branding","13":"tag-digital-country","14":"tag-nation-branding","15":"tag-place-branding"},"yoast_head":"\nCosta Rica, how a small Country can have a great vision - Bloom Consulting<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bloom-consulting.com\/journal\/costa-rica-how-a-small-country-can-have-a-great-vision\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Costa Rica, how a small Country can have a great vision - Bloom Consulting\" \/>\n<meta property=\"og:description\" content=\"Nature, education and innovation (Background) Located in the heart of America, Costa Rica is an oasis that enchants for its beaches bathed by the Pacific and the Caribbean Sea, its volcanoes, mountain ranges, forests, nature reserves, and the immense diversity of fauna and flora. But is that all that is? Independent since 1848, it is […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bloom-consulting.com\/journal\/costa-rica-how-a-small-country-can-have-a-great-vision\/\" \/>\n<meta property=\"og:site_name\" content=\"Bloom Consulting\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/bloomconsulting\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-01-06T17:52:44+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-11-13T15:28:47+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2020\/01\/Costa_Rica_Bloom_Consulting-scaled.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1463\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Bloom Consulting\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@bloomconsult\" \/>\n<meta name=\"twitter:site\" content=\"@bloomconsult\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Bloom Consulting\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"12 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.bloom-consulting.com\/journal\/costa-rica-how-a-small-country-can-have-a-great-vision\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.bloom-consulting.com\/journal\/costa-rica-how-a-small-country-can-have-a-great-vision\/\"},\"author\":{\"name\":\"Bloom Consulting\",\"@id\":\"https:\/\/www.bloom-consulting.com\/journal\/#\/schema\/person\/3d7381cc8b50765f7076fe5c49b78153\"},\"headline\":\"Costa Rica, how a small Country can have a great vision\",\"datePublished\":\"2020-01-06T17:52:44+00:00\",\"dateModified\":\"2025-11-13T15:28:47+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.bloom-consulting.com\/journal\/costa-rica-how-a-small-country-can-have-a-great-vision\/\"},\"wordCount\":2193,\"publisher\":{\"@id\":\"https:\/\/www.bloom-consulting.com\/journal\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.bloom-consulting.com\/journal\/costa-rica-how-a-small-country-can-have-a-great-vision\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2020\/01\/Costa_Rica_Bloom_Consulting-scaled.jpeg\",\"keywords\":[\"Bloom Consulting\",\"Costa Rica\",\"Countries\",\"Country Branding\",\"Digital Country\",\"Nation Branding\",\"Place Branding\"],\"articleSection\":[\"Highlights\",\"Places\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.bloom-consulting.com\/journal\/costa-rica-how-a-small-country-can-have-a-great-vision\/\",\"url\":\"https:\/\/www.bloom-consulting.com\/journal\/costa-rica-how-a-small-country-can-have-a-great-vision\/\",\"name\":\"Costa Rica, how a small Country can have a great vision - 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