Costa RicaPhoto: Costa Rica Tourism Board

The Costa Rica Tourism Board, the government department responsible for overseeing Costa Rica’s tourism offerings, has named travel and tourism shop NJF its U.S. PR agency of record.

NJF will create and execute a comprehensive PR program to support ICT’s Essential Costa Rica campaign, which aims to position Costa Rica as a leading international tourist destination while promoting its sustainability efforts.

The MMGY unit will promote the Central American country through media relations, press trips, consumer activations and partnerships, as well as proving crises management services if needed.

The account will be handled by NJF's team in New York and Miami.

New York-headquartered NJF, which counts the tourism departments of Rhode Island, South Dakota, Los Cabos and St. Petersburg as clients, accounted for nearly $9.3 million in travel and tourism-related net fees last year.