The Costa Rica Tourist Board has officially presented Essential Costa Rica, the new country brand that Costa Rica will use to project its image internationally.

The decision is part of a bid to attract more tourists and investors to the country, boost exports of home products and in particular technology, and differentiate itself from competitors.

Essential Costa Rica is the result of the co-operation of the public and private sector of Costa Rica. 

The development of Essential Costa Rica involved an intensive process of research, analysis, design and testing in national and international markets, involving businesses specialised in communications, perception and country branding.

A total of US$650,000 was invested by ICT and the Foreign Trade Corporation, PROCOMER, in the development of the new brand.

Presenting the new brand, tourism minister, Allan Flores, said: “Now we have a brand that encompasses all aspects of our promotional efforts.”

The Costa Rica Tourist Board will implement the new brand in its promotional campaigns and international trade shows from 2014.