Previously Costa Rica strategically positioned itself as a destination brand, emphasizing its natural beauty, the happiness of its people, and an authentic experience.

A comprehensive perception study in 79 countries revealed that Costa Rica was seen as a green nation with global connectivity potential. Consulting a pioneering company, they crafted the nation brand, “esencial Costa Rica“. Subsequently, “esencial Costa Rica” was officially established as the nation’s brand via a presidential decree, in 2013, after years of research and positioning efforts. International outreach and visibility were prioritized through participation in trade fairs, embassies, commercial missions, and events.

The creation of a licensing protocol and the formation of the Inter-institutional Committee of the Nation Brand, involving key organizations, further reinforced the strategic initiative.