Costa Rica is consolidating its position as a leading destination for meetings and events with a strong emphasis on sustainability, innovation, and trust. The Costa Rica Convention Bureau announced a rebranding that seeks to respond to the new dynamics of international tourism, particularly business travel geared toward meetings, congresses, conventions, trade shows, and incentive trips.
The rebranding is presented as a value proposition:
Costa Rica: Where nature, innovation, and hospitality create unforgettable events.
Tatiana Orozco, Executive Director of the Costa Rica Convention Bureau, stated:
This change is not only aesthetic, but strategic: it projects Costa Rica as a competitive, modern, and inspiring destination for MICE tourism, where each event becomes a transformative experience that connects participants with nature, innovation, and Costa Rican hospitality.
Meetings Tourism
According to the International Congress and Convention Association (ICCA) Country Ranking 2024, Costa Rica is ranked 8th in Latin America, among the top 10 destinations with the most meetings.
The Convention Bureau is clear that the country faces challenges in terms of differentiation and recognition compared to other destinations in the region. Therefore, the evolution of the global market demands a more modern visual and conceptual identity, aligned with current trends in meetings tourism.
The proposal strengthens the Bureau’s identity to position it as a leader in meetings tourism in Latin America. The aim was to develop a branding strategy that communicates the essence of Costa Rica: innovation, sustainability, hospitality, and service excellence.
This sector has established itself as one of the most important drivers of global tourism, as it combines the attraction of large events with a high economic impact on each destination. Within this framework, the new brand highlights key attributes that international organizations must possess: sustainability, innovation and technology, quality of life and hospitality, strategic connectivity, and service excellence. These are aspects that the Costa Rican Tourism Board has also insisted the country should work on and highlight.
The new visual identity is inspired by the country’s natural richness. It incorporates organic elements—leaves, birds, tropical textures and patterns—that convey freshness, vitality, and authenticity. Added to this is a color palette inspired by Costa Rican landscapes and a contemporary graphic style, which reinforce the brand’s innovative and sustainable nature.
For those who have experienced shifts in consciousness and know that more peace, joy, and love awaits in a better living environment. A bold shared vision. A living community and hub for innovation. A sustainable ecosystem for living and working. A model for the new future.
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Wilmer Useche
