* Global sample distributed as follows:
North America: 25%
Latin America: 29%
Europe: 20%
Middle East and Africa: 12%
Far East: 14%
To participate in the survey, respondents had to be "aware of and familiar with at least 7 countries covered" and had to "have traveled internationally at least once in the last year, mix of business and/or leisure".
Interviewees were asked how they perceive a country's brand based on a Hierarchical Decision Model (HDM) that considers seven key variables: awareness, familiarity, associations, preference, consideration, visit, and recommendation. The six dimensions measured for each country were: Value systems, Made In, Tourism, Heritage & Culture, Quality of Life, and Business Potential.
Citation formats
Costa Rica: country expertise perception 2019, by category
Food and beverage was the category that participants in a global survey rated as the major area of expertise of Costa Rica in 2019, with nearly half of respondents. Retail was the second most chosen category, when asked what was Costa Rica most expert at. McDonald's was the retail food brand with the largest number of Twitter followers in Costa Rica.
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FutureBrand. (June 11, 2020). Perception of the expertise of Costa Rica as country in 2019, by category [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 23, 2026, from /statistics/743283/costa-rica-perception-by-category/
FutureBrand. "Perception of the expertise of Costa Rica as country in 2019, by category." Chart. June 11, 2020. ÌÇÐÄÆƽâ°æ. Accessed July 23, 2026. /statistics/743283/costa-rica-perception-by-category/
FutureBrand. (2020). Perception of the expertise of Costa Rica as country in 2019, by category. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 23, 2026. /statistics/743283/costa-rica-perception-by-category/
FutureBrand. "Perception of The Expertise of Costa Rica as Country in 2019, by Category." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 11 Jun 2020, /statistics/743283/costa-rica-perception-by-category/
FutureBrand, Perception of the expertise of Costa Rica as country in 2019, by category ÌÇÐÄÆƽâ°æ, /statistics/743283/costa-rica-perception-by-category/ (last visited July 23, 2026)
Perception of the expertise of Costa Rica as country in 2019, by category [Graph], FutureBrand, June 11, 2020. [Online]. Available: /statistics/743283/costa-rica-perception-by-category/
