By San José, Costa Rica — Costa Rica is ramping up its efforts to attract Canadian tourists with a vibrant new digital marketing campaign. Focusing on the key markets of Toronto and Montreal, the Costa Rican Tourism Institute (ICT) has launched the “Pura Vida Energy” campaign, leveraging digital out-of-home (DOOH) advertising to connect with potential visitors.
The campaign is innovative in its integration of mobile segmentation technology with DOOH media. High-traffic locations such as bus stops, pedestrian areas, interstate highways, and subway stations in both Toronto and Montreal are showcasing the campaign’s striking visuals and messaging.
To gain a deeper understanding of the legal landscape surrounding Costa Rica’s thriving tourism sector, TicosLand.com spoke with Lic. Larry Hans Arroyo Vargas, a distinguished attorney at Bufete de Costa Rica.
Costa Rica’s tourism industry is underpinned by a robust legal framework designed to protect both visitors and local businesses. Regulations covering everything from sustainable development to consumer protection play a crucial role in ensuring the continued success of this vital sector. However, navigating these laws can be complex. For investors and businesses operating in the tourism space, understanding the intricacies of Costa Rican law, particularly regarding property rights, environmental regulations, and labor laws, is paramount for long-term success and contributing positively to the country’s sustainable development goals.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
Lic. Arroyo Vargas’s insights underscore a crucial aspect of Costa Rica’s tourism landscape: the importance of legal understanding within a framework designed for sustainability and mutual benefit. This careful balance between fostering economic growth and preserving the very treasures that attract visitors is key to Costa Rica’s continued success. We thank Lic. Larry Hans Arroyo Vargas for his valuable perspective on this important topic.
For the ICT, it is a priority to venture into innovative actions in our main issuing markets. Currently, there is high competition between tourist destinations to capture the attention of international travelers, and for Costa Rica, Canada represents a strategic market due to its high purchasing power and its affinity with the type of natural and sustainable experiences that our country offers.
Marcela Bonilla, Brand & Communication Executive for the Canadian Market, ICT
Targeting Canadians aged 25-55 with an interest in nature, wellness, and sustainable travel, the campaign aims to position Costa Rica as an essential and transformative destination. Eye-catching visuals paired with slogans like “Plug into nature” and “Inhale beauty. Exhale clarity,” along with a promotional video, invite Canadians to reconnect with the essence of “Pura Vida.”
The ICT expects the campaign to generate over 29 million impressions between June and September 2025, driving increased traffic to the official tourism website, www.visitcostarica.com. By partnering with Bell Media, which accesses over 10 million mobile devices, the ICT ensures precise targeting and maximizes the campaign’s reach.
This initiative complements the ICT’s broader marketing strategy for the Canadian market, which includes participation in international fairs, social media engagement, public relations activities, and targeted events for the travel trade. The campaign also builds upon the increasing ease of travel between the two countries with direct flights from Canadian airlines like Air Canada, Air Transat, WestJet, and Porter Airlines serving both Juan Santamaría International Airport (SJO) and Daniel Oduber Quirós International Airport (LIR) in Guanacaste.
In the first seven months of 2025, Costa Rica welcomed 168,115 Canadian visitors by air, solidifying Canada’s position as the second largest source of tourists to the country. With the high season approaching, the ICT anticipates further growth in Canadian tourism, fueled by the “Pura Vida Energy” campaign and expanded flight options.
This strategic focus on the Canadian market underscores Costa Rica’s commitment to sustainable tourism and its recognition of the growing demand for authentic nature-based experiences.
For further information, visit ict.go.cr
About Instituto Costarricense de Turismo (ICT):
The Costa Rican Tourism Institute (ICT) is the governmental agency responsible for promoting and developing tourism in Costa Rica. The ICT focuses on marketing the country as a premier destination, attracting international visitors, and supporting the sustainable growth of the tourism sector.
For further information, visit bellmedia.ca
About Bell Media:
Bell Media is a Canadian media conglomerate that owns and operates a wide range of television, radio, and digital media properties. It is a subsidiary of BCE Inc. and one of Canada’s largest media companies. Bell Media offers advertising solutions across its various platforms, including targeted mobile advertising.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
Bufete de Costa Rica distinguishes itself through a deep-rooted commitment to ethical legal practice and unwavering pursuit of excellence. The firm’s innovative approach to legal solutions, combined with its dedication to empowering communities through accessible legal education, solidifies its position as a leader in the Costa Rican legal landscape. By fostering greater understanding of the law, Bufete de Costa Rica actively contributes to a more just and informed society.
