Q COSTARICA — Costa Rica has solidified its international standing as a benchmark for reputation in Latin America, according to the results of RepCore® Nations 2026, an analysis presented during the Encadenados 2026 business forum.
The study, conducted by Reputation Lab and the Inter-American Communication Agency, measured the perception of admiration, respect, and trust that countries inspire among the public in the world’s most industrialized economies.
According to the report, Costa Rica achieved a score of 52.3 points on a scale of 0 to 100, placing it 2.3 points above the average of the 60 largest economies analyzed globally.
Although the country is not formally included in this ranking, it was estimated that, if it were, it would be placed between Poland and Morocco, in 26th and 27th positions in the international classification.
The result was presented by Natalia Arenzana and Fernando Prado, consultants at Reputation Lab, during the forum “Costa Rica on the Global Stage: Reputation as a Competitive Advantage for Countries.”
According to the experts, national reputation is a strategic asset, as it directly influences the country’s ability to attract foreign investment, generate business, and strengthen the presence of Costa Rican brands and companies abroad.
“A nation’s reputation is a collective construction… it cannot be left to chance. It requires active and coordinated management,” Arenzana pointed out during the presentation.
The RepCore® Nations 2026 report highlights that Costa Rica scores above the average of the six largest economies in Latin America (Brazil, Mexico, Argentina, Chile, Colombia, and Peru) in 21 of the 22 attributes evaluated.
The only area in which it ranks below is sporting success, influenced by the international renown of sporting powerhouses like Argentina and Brazil.
Among the attributes in which Costa Rica excels are sustainability, quality of life, human well-being, attractive natural environment, environmental protection, combating climate change, security, respect for human rights, friendliness of its people, and leisure and cultural offerings. The country also obtained outstanding results in dimensions such as quality of life, ethics, and responsibility.
The data takes on special relevance in an international context where the average reputation of countries has deteriorated. The fifth edition of RepCore® Nations shows that the average score of the 60 largest economies fell by 0.86 points compared to the previous year. Of the countries included, 43 saw their reputation worsen, 14 improved, and only three remained stable, highlighting the challenging global environment.
During the event, Laura López, General Manager of PROCOMER and President of the Inter-Institutional Country Brand Committee, emphasized that Costa Rica’s international reputation is associated with attributes that have real economic value, such as sustainability, ethics, and security. López noted that these elements influence investment decisions, business practices, and the attraction of international talent, opening opportunities to improve competitiveness and productive sophistication.
Marlene Fernández, a specialist from the Inter-American Communication Agency, highlighted the importance of actively managing national reputation. “Today, countries compete not only to attract tourists, but also investment, companies, and talent,” Fernández stated. According to historical data from Reputation Lab, a one-point improvement in the Reputation Score is linked, on average, to a 7.2% increase in tourism revenue and a 1% increase in foreign direct investment.
The analysis also identified areas of opportunity for Costa Rica, primarily in technological development, the international reach of its companies, and the promotion of its cultural heritage. These dimensions are considered key to continuing to translate the positive perception into greater global competitiveness.
The Encadenados 2026 forum, organized by Promotora del Comercio Exterior de Costa Rica (PROCOMER)—the non-state government agency responsible for promoting Costa Rican exports and attracting foreign direct investment (FDI) to the country—served as the platform for presenting these findings and brought together business representatives, suppliers, buyers, and partner institutions, with the goal of strengthening business connections with international impact.