Increase visitation by inspiring American travelers to choose Costa Rica over other tropical destinations. Urge people to opt for Costa Rica by highlighting its raw, otherworldly beauty, unspoiled landscapes, and environmental splendor. Position Costa Rica as a bold, original, adventurous, and “untamed” alternative to cheesy, crowded resorts or cruise ships. Differentiate Costa Rica from the Margarita-by-the-Pool ethos by highlighting its rare combination of biodiversity, political stability, accessibility, and environmental leadership.
