Why our Nation Brand is essential

Our Nation Brand is our Costa Rican way of welcoming everyone to our land through our values and tico essence. Nation branding is the strategy to position and capitalize on a country’s image in the international market. It aims to grow the nation’s positive reputation through tourism, foreign direct investments, and exports.

essential Costa Rica operates under two criteria

Country positioning

For Costa Ricans, a simple "hi" or "hello" is not enough, we say “Pura Vida”. And that’s what makes our people so warm and charismatic. Ticos are charming, with a sense of humor, and a unique personality. But they are also “pulseadores”, meaning specialized, talented, hard workers.

Country competitiveness

Being a small country has never stopped us from dreaming big. We know we can fulfill our promise to the world. We guarantee that the companies using the Costa Rica Nation Brand seal represent our values: Excellence, Sustainability, Innovation, Social Progress, and Costa Rican Rooting.

Objectives

essential COSTA RICA is more than a tagline for us, it’s a commitment to showcase our country, and invite the entire world to experience the essence of our talented people, and unbelievable nature. Meet our objectives.

We are excited to close new deals! One of our objectives is attracting foreign direct investment to the country in strategic sectors such as high-tech manufacturing and high value-added services.

We want to transport you to the tropics with our products. We promote the export of value-added products in which their sense of exclusivity, distinction, and international quality is appreciated.

We want you to join us! That’s why we attract different types of selective tourism, such as business, adventure, and sustainable tourism.

We also care about ourselves. We promote the involvement of internal audiences at three levels: information, opinion, and decision, through which persuasion and brand recognition are achieved internally.

We care about the future. We are building, through communications, a Nation Brand that is anchored in the present, with a strong vision for the future.