Who is Who
Adriana Acosta
Adriana Acosta Rivas is Director of Marketing, Communications and Country Brand at PROCOMER, Costa Rica’s trade and investment promotion agency. She leads the international positioning of the essential COSTA RICA nation brand, aligning investment promotion, exports and tourism with the country’s sustainability-driven development model.
Adriana's academic background complements her professional expertise, holding an MBA in Marketing from Universidad Interamericana de Costa Rica and a Bachelor's degree in Advertising & Communication from Universidad de Costa Rica.
Featured Insights
Adriana Acosta has contributed to several The Place Brand Observer interviews discussing Costa Rica’s evolving international positioning, from the development of the essential COSTA RICA country brand to the country’s strategy for attracting sustainable, high-value investment.
About PROCOMER
Established in 1996 under Law 7638, PROCOMER is tasked with enhancing Costa Rica's export and investment landscape through strategic coordination, technical and financial support, and promoting the nation's commercial interests globally. Its strategic purpose revolves around fostering inclusive and sustainable prosperity across Costa Rica by cultivating export diversification, supporting SMEs, and facilitating trade. In addition to these functions, PROCOMER also plays a crucial role in attracting foreign direct investment and coordinating tactics to bolster human talent in Costa Rica.
The agency's core values—Passion, Creativity, Purpose, Collective Talent, Integrity, and Agility—reflect its commitment to national development and efficient service. PROCOMER's strategic pillars focus on creating and consolidating exportable offerings, promoting 2.0 chains, simplifying procedures for traders, attracting foreign direct investment, and striving for institutional excellence, aiming to streamline Costa Rica's integration into global markets and enhance its economic footprint.
About Essential Costa Rica
"Essential Costa Rica" embodies the nation's unique ethos, transitioning from merely a destination to a comprehensive national identity. This nation branding emphasizes environmental stewardship, innovation, and the distinctive warmth of the Costa Rican people. Officially inaugurated in 2013 through strategic development and partnerships, it aims to elevate Costa Rica's profile globally across tourism, investment, and export sectors, promising excellence, sustainability, and innovation.
The brand's objectives include attracting foreign investment, promoting exports of high-value products, and drawing in selective tourism, all while fostering national pride and future-oriented brand communication.