essential COSTA RICA

In the book Diplomacy in a Globalizing World: Theories and Practices, the authors define nation branding as "the application of corporate marketing concepts and techniques to countries, in the interests of enhancing their reputation in international relations.

The 2011–2014 National Development Plan recognized the importance of sustainable tourism for the country's economic growth, highlighting Costa Rica's existing positioning as a tourist destination.

In 2013, through a presidential decree, the nation branding essential COSTA RICA was officially established to represent a coherent image of the country internationally.

[2] An Inter-Institutional Committee for the Nation Branding was also created, tasked with overseeing and coordinating promotional efforts in areas such as tourism, investment, and international trade.

The initiative aims to strengthen the country's leadership on the global stage, building on Costa Rica's existing reputation for addressing the climate crisis and environmental preservation.

[14] "Natural intelligence" highlights several milestones in Costa Rican history,[15] such as the abolition of the military in 1949,[16] the establishment of free and compulsory primary education in 1869,[17] the protection of 25.5% of its land and 30.3% of its maritime territory,[18] becoming the first tropical country to reverse deforestation, achieving 57.1% national forest cover,[19] generating 98.6% of its electricity from renewable sources,[20] housing 6.5% of global biodiversity on just 0.03% of the planet's surface,[21] being ranked "the happiest country in the world" according to the Happy Planet Index 2024,[22] and hosting one of the world's five "Blue Zones" in Nicoya, where inhabitants enjoy longer and healthier lives.