The Foreign Trade Promotion Agency, known as Procomer, announced the cancellation of an agreement with the American transportation company Uber that was intended to promote the country through a new advertising campaign.

According to authorities, the digital campaign would have incorporated Uber into the “Essential Costa Rica” country brand as part of a strategic partnership to promote Costa Rica as a tourist destination. The advertisements were expected to reach Uber users across North America and Latin America.

The tourism promotion agreement was signed by Procomer General Manager Laura López, Uber Costa Rica General Manager Laura Santillán and Adriana Acosta, director of the “Essential Costa Rica” brand.

However, only days after the agreement was announced, Procomer said it was canceling the partnership, arguing that the arrangement could create misunderstandings in Costa Rica regarding the scope of the project and could be interpreted as an official endorsement of Uber.

Uber’s ride-hailing service has operated in Costa Rica since August 2015, but the company remains without legal authorization to provide that type of transportation service in the country.

Since Uber began operations, lawmakers in Costa Rica’s Congress have discussed several legislative proposals aimed at regulating Uber and other digital mobility platforms operating without formal legal status. Costa Rica still does not have legislation specifically regulating private transportation services offered through digital platforms.

In a statement to the press, Uber expressed regret over the cancellation, saying Procomer decided because of pressure from groups representing traditional taxi services.

Traditional taxis in Costa Rica, commonly known as “Red Taxis,” are strictly regulated by the Costa Rican government through the Public Transportation Council, or CTP, the state agency responsible for issuing taxi concessions, permits and license plates.

According to California-based Uber, the company operates in approximately 70 countries and 15,000 cities worldwide. Uber says it is the world’s largest ride-sharing company, with more than 202 million monthly active users and 10 million active drivers and couriers. The company coordinates an average of 42 million trips and delivery orders each day and has facilitated 72 billion trips and delivery orders since its founding in 2010.

Procomer is a state-owned agency that oversees export promotion programs, attracts foreign direct investment and provides technical and financial support for exporters.

--------
Should Costa Rica legalize the operation of private ride-hailing companies such as Uber? We would like to know your thoughts on this story. Send your comments to news@amcostarica.com