Costa Rica’s new national brand aims to attract new foreign investments. After five years, Costa Rica unveiled its new brand, “Essential Costa Rica.” Many commercial promoters of Costa Rica hope that combining Costa Rica’s well known and established tourism brand with its exports and foreign direct investments opportunities will boost the country’s international competiveness. It also involves the promotion of exports and foreign investments. The new brand is the result of collaboration between public and private sectors. According to Costa Rican advertisers it stands for the four essential characteristics of the country and its people: authenticity, sustainability, pride and humanity. From 2014, the brand will be used in international campaigns and tourism fairs.

Foreign Trade Minister Anabel González says that there is an enormous synergy between promoting tourism and promoting exports. Most people have a good and positive but uncompleted image of Costa Rica. In recent years, since its entry into international tourism branding in the mid-1990s, Costa Rica’s economy hast developed into innovative in Latin America. Tourism Minister Allan Flores believes Costa Rica’s goal to grow sustainable tourism by an annual rate of 5 percent is more realistic than ever, because now the country’s commercial sector is united under a common brand.