Costa Rica

Our Approach

We develop strategies that blend innovation and sustainability, connecting brands with fundamental Costa Rican values. Costa Rica represents one of the most interesting market opportunities in Central America, with a highly educated population and strong commitment to sustainable practices. We help companies and brands understand the nuances of this dynamic market and its highly educated population.

It is a nation known for its political and economic stability, with a current population of 5.18 million inhabitants (INEC, 2023). The population growth rate is 0.8% per year, with a predominantly urban population, representing 74.5% of the total.

Costa Rica’s population distribution is concentrated in the Greater Metropolitan Area (GAM), which houses 2.8 million inhabitants. San José, the capital and main technological hub of the country, concentrates 1.6 million inhabitants in its metropolitan region. According to SUTEL, 84.7% of the population has internet access, with a strong presence on social networks.

Economic Landscape 2024

As indicated by the recently published analysis by ICEX, Costa Rica stands out for its diversified economy, where services, agriculture, and manufacturing play primary roles. The services sector occupies a prominent leadership, contributing more than 70% of GDP, with special emphasis on financial, tourism, and technological services. Costa Rica has a diversified economy. The services sector leads with 69.8% of GDP (BCCR, 2023), including:

Transportation, communication, and logistics: 18%
Tourism and commerce: 16%
Professional and social services: 12%
Other services: 23.8%

Industry represents 19.2%, agriculture 4.7%, construction 3.9%, and other sectors 2.4% of GDP.

Connectivity

According to SUTEL data (2023), Costa Rica presents a robust digital scenario with constant growth. The country registers 4.2 million internet users, representing 81% of the total population. Of these users, 3.8 million are actively present on social networks, corresponding to 73% of inhabitants. A particularly notable fact is the number of mobile connections, which exceeds the total population, reaching 5.8 million connections, or 112% penetration, indicating that many Costa Ricans own more than one mobile device.

The quality of connectivity also stands out, with fixed internet reaching an average speed of 88.45 Mbps, while mobile connection offers an average of 46.32 Mbps, allowing a fluid digital experience for users. Costa Ricans’ digital behavior is intense, with a daily average of 6.2 hours connected to the internet, with 92% of these accesses made through mobile devices, evidencing a clear preference for mobility.

Regarding digital platforms, WhatsApp leads with an expressive presence, being used by 94% of internet users. Facebook maintains strong relevance with 89% penetration, followed by Instagram with 65% of users. In the professional sphere, LinkedIn demonstrates significant importance, reaching 42% of internet users, reflecting the high level of professionalization of the Costa Rican workforce.

Culture and Communication

Communication in Costa Rica requires a deep understanding of cultural particularities that vary significantly between different regions. In the Greater Metropolitan Area (GAM), the communication scenario is markedly modern and cosmopolitan, with a strong presence of Spanish-English bilingualism, especially in corporate and commercial environments. This region is characterized by high digital penetration, with the population demonstrating great familiarity with technologies and social media. Additionally, there is a strong commitment to sustainability, reflected in both corporate communications and consumer preferences.

Coastal regions present a distinct communication profile, strongly influenced by international tourism. In these areas, communication tends to be multilingual, adapting to the needs of visitors from different nationalities. There is a particular emphasis on environmental preservation, a theme that permeates both commercial communications and social interactions, reflecting the importance of ecotourism for these communities.

In rural areas, the communication landscape assumes more traditional characteristics. In these regions, radio maintains a prominent position as the preferred communication medium, serving as an important vehicle for local news and community announcements. Communication in these areas is marked by a strong appreciation of local culture, with special attention to Costa Rican traditions and customs. Messages and campaigns in these regions need to be carefully adapted to resonate with these more traditional cultural values.

This regional diversity in communication reflects the cultural richness of Costa Rica and highlights the importance of developing communication strategies that are sensitive and adapted to the particularities of each region, thus ensuring greater effectiveness and relevance in the messages transmitted.

LatAm Intersect PR Strategies

We offer specialized services including:

Public Relations focused on sustainability
Integrated digital marketing
Local influencer management
Sustainable corporate events
Bilingual communication
Crisis management adapted to the local market

Market Differentials

98.5% of energy generated from renewable sources
26.7% of territory in protected areas
Literacy rate: 97.8%
45% of workforce bilingual
Investment in education: 7.4% of GDP