Costa Rica: Strategic Communication at the Service of Sustainability

Costa Rica has demonstrated that sustainability is not only implemented in environmental policies or the development of tourism products, but also in the way it is communicated to the world. The country's marketing strategy has included campaigns, activations, collaborations, and sponsorships with brands that share the same values ​​and principles.

An emblematic example is the “More Essential Than Ever” campaign, launched in the United States in partnership with Amazon and Whole Foods. Costa Rica became the first tourist destination in the world to partner with the company at this level, conveying messages highlighting its sustainable approach, connection with nature, and the opportunity to experience authentic experiences that enhance visitors' well-being. More than one million paper bags delivered to Amazon Prime members included illustrations of Costa Rican tourist attractions, bringing the “Essential Costa Rica” brand directly to consumers.

International visibility has also been boosted through cultural projects, such as the "Fossils of the Anthropocene" exhibition in Switzerland, created with plastic waste collected from oceans and beaches, which sought to raise awareness among visitors about environmental impacts and the importance of collective action.

These campaigns reflect how strategic communication can strengthen a destination's competitiveness by connecting sustainability, identity, and marketing, positioning Costa Rica as a global benchmark in responsible tourism.