What is better for Costa Rican tourism than an adorable talking sloth? A beautiful neuroscientist, yoga teacher and adventurer named Brittany Fair is better.

In the last decade, Costa Rica achieved a 54% increase in tourists. Compare that to an 85% tourist increase for Panama, and a staggering 158% increase for Nicaragua, and you can see that Central American tourism is a highly competitive business.

And tourism is key to the economic wellbeing of Costa Rica. It is the most expensive Central American country, and the least attractive for purchasing power including hotels, fuel, food, car rentals and tourist attractions. Costa Rica must always be working toward improving their brand and reputation among tourists. In 2016, the inflow of tourist currency was $3,043 million, or 40% of the international monetary reserves for Costa Rica that year.

Enter “social explorer” Brittany Fair, and her video on CNN and YouTube, Costa Rica: My Choice, Naturally. Says Ms. Fair, “Follow me on my journey as I explore this beautiful country from coast to coast, meeting locals and investigating how their way of life contributes to a superior sense of wellbeing.” She adds, “I have come to Costa Rica to find out why Costa Rica makes people so happy.”

Ms. Fair’s research adventure is part of a partnership between the Costa Rican Tourism Board (Instituto Costarricense de Turismo), CNN International, and the United World Tourism Organization to launch a new campaign to help promote Costa Rica as a tourist destination (see more details on this partnership in the June 1, 2017 issue of The Star). This campaign was rolled out across digital and TV platforms in the UK and Europe, Canada, Mexico and the United States. The majority of tourists to Costa Rica come from North America, and this modern digital approach is sure to be a hit.

Says Mauricio Ventura, the Minister of Tourism for Costa Rica,

“We are making a breakthrough with this unique approach. It will be executed on the most diverse platforms, where we’ll reach a wide range of markets like never before. My Choice, Naturally is a sensorial, inspiring and aspirational campaign that shows Costa Rica as a destination that generates authentic travel experiences, which create a sense of wellbeing in visitors.”

Who is Brittany Fair, and how did she end up being a spokesperson for Costa Rican tourism? Ms. Fair earned her B.A. in Philosophy and Animal Ecology from Pitzer College, and her Pre-Medical Program Certificate from UC Berkeley. Her current research is in Neuroscience and Psychology, and she has discovered that experiencing awe in nature can improve mood and an overall sense of wellbeing for everyone. Her video becomes part of a digital content hub which will house feature articles, audio and images. The video highlights the host’s journey as she speaks to locals, tries typical cuisine and participates in wellness and adventure activities. Ten unique videos will follow Ms. Fair’s, each highlighting a different part of Costa Rica.

These videos will invite viewers to visit Costa Rica and find out for themselves why it has been rated the happiest place on earth for several years in a row. This new campaign takes Costa Rican tourism to another level by positioning the country as a destination of unique experiences that celebrate the local lifestyle and improve one’s quality of life.

When asked what the downside of her experience in Costa Rica was, Ms. Fair responded, “That I had to leave!” She plans to return one day, but has already committed herself to climbing Mount Kilimanjaro in November.

See more at:  visitcostarica.com Also, Dagmar Spremberg Yoga, who teaches in Montezuma, Costa Rica.