Costa Rica takes the first place among Central American countries in the Country Brand Index created by Country Brand Report Latin America, which analyzes the strength of country brands of more than 20 countries and is based on a quantitative study and information provided by opinion leaders and frequent travelers (for business or pleasure) outside Latin America.

“This report, focused on the Latin American region, reveals methodologically from our global “Country Brand Index” study that since 2005 has studied the perception and associations that countries generate, in the same way that the perception of consumer brands and corporate brands.

FutureBrand was one of the pioneers of this approach, exploring the initial hypothesis that the strength of a country’s perception can positively influence people’s choices to choose as places to visit, live or invest. This gives countries a competitive advantage in a global market for tourism, exports of goods and services, education and investment, while building evidence on the proactive and efficient management of country brands”, explains the report.

Costa Rica’s country brand positioned itself in the sixth place of the global ranking and the first in Central America, followed by Panama in 8th place of the global ranking, El Salvador (17), Honduras (18), Guatemala (19) and Nicaragua (20).

Argentina took the first place in the global ranking followed by Brazil and Mexico.