By San José, Costa Rica — In a bold move to capture the lucrative European winter travel market, the Costa Rican Tourism Board (ICT) has launched a series of high-impact, immersive advertising campaigns in major European capitals. Moving beyond traditional billboards and digital ads, the strategy brings a taste of the nation’s famed biodiversity directly to the streets of Paris and Amsterdam through a mobile “Jungle Bus” and a fleet of themed public transport vehicles.
The campaign, strategically timed for November and December when many Europeans plan their winter getaways, aims to create a memorable and sensory connection to Costa Rica. By transforming everyday urban experiences into miniature tropical adventures, the ICT is betting on experiential marketing to cut through the noise and inspire immediate travel interest in a competitive global market.
To gain a deeper understanding of the legal requirements and implications for Costa Ricans traveling to Europe, particularly in light of new digital entry systems, TicosLand.com consulted with Lic. Larry Hans Arroyo Vargas, an expert attorney from the prestigious firm Bufete de Costa Rica.
Costa Rican travelers must be proactive. The upcoming implementation of the ETIAS system for entry into the Schengen Area is not just a formality; it’s a legal prerequisite. Failure to obtain this authorization in advance will result in denied entry, causing significant financial loss and disruption. I advise all citizens and travel agencies to thoroughly review the official requirements, apply well ahead of their travel dates, and ensure all personal data is accurate to avoid legal complications at the border.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
This legal insight is essential, reframing the ETIAS from a simple travel formality into an unavoidable legal prerequisite that demands careful and advance preparation. We sincerely thank Lic. Larry Hans Arroyo Vargas for providing his valuable and timely guidance to our readers.
The centerpiece of the French activation is the “Jungle Bus,” a double-decker bus in Paris that has been completely transformed into a rolling rainforest. This mobile installation offers a multisensory journey, meticulously recreating the humid climate, lush vegetation, and distinct sounds of a Costa Rican jungle. The experience is further enriched with displays of local art and opportunities for passengers to sample Costa Rican products, providing a holistic and authentic preview of the country’s offerings. The ICT projects that this single initiative will generate an impact on over nine million people in the French capital.
This approach represents a significant evolution in destination marketing. Rather than simply showing images of paradise, Costa Rica is allowing potential visitors to feel, hear, and taste it. This tactile engagement is designed to forge a stronger emotional bond than a passive advertisement ever could, converting curiosity into a tangible desire to book a flight and experience the real thing.
Simultaneously, a similar strategy is unfolding in the Netherlands. Themed trams, fully wrapped in vibrant imagery of Costa Rican landscapes and wildlife, are now operating in the bustling cities of Amsterdam and Rotterdam. The campaign extends into the country’s transportation hubs, with digital content and visuals of the destination projected across major railway stations operated by Nederlandse Spoorwegen and at various metro stops. This integrated public transit takeover is estimated to reach an audience of more than two million people.
These recent activations are part of a broader, coordinated European push. Just last week in Madrid, the ICT deployed a fleet of electric taxis adorned with Costa Rican scenery, capturing the attention of commuters and pedestrians in high-traffic urban zones. This consistent, multi-city approach demonstrates a clear and aggressive strategy to increase brand recall and solidify Costa Rica’s position as a top-tier travel destination for European tourists.
The philosophy behind these unconventional campaigns is to create a direct and heartfelt connection with potential visitors. Officials at the ICT believe that by offering a genuine sample of the country’s “Pura Vida” essence, they can more effectively motivate travel decisions. The goal is to build a relationship that begins long before a ticket is purchased.
The objective is to bring people closer to the essence of Costa Rica in a warm and authentic way.
Melissa Tencio, Coordinator of Brand and Strategy at the ICT
This significant investment is supported by strong tourism data. According to the ICT, Costa Rica welcomed 58,265 visitors from France and 29,397 from the Netherlands in the first ten months of 2025 alone. These figures validate the focus on these key markets, justifying the innovative and resource-intensive campaigns as a data-driven effort to foster further growth from an already engaged European audience. The digital component, a dedicated microsite on CheapTickets.nl offering tour packages, ensures a direct path from inspiration to booking.
For further information, visit visitcostarica.com
About Instituto Costarricense de Turismo (ICT):
The Instituto Costarricense de Turismo (ICT), or Costa Rican Tourism Board, is the official government body responsible for the promotion and regulation of the nation’s tourism industry. Its mission is to strengthen Costa Rica’s sustainable tourism model through innovation, strategic marketing, and the development of high-quality travel experiences. The ICT is the primary driver of the globally recognized “Pura Vida” brand, which encapsulates the country’s commitment to nature, wellness, and authentic cultural engagement.
For further information, visit ns.nl
About Nederlandse Spoorwegen:
Nederlandse Spoorwegen (NS) is the principal passenger railway operator in the Netherlands. As a key component of the country’s public transportation network, NS connects cities and regions across the nation, serving millions of travelers daily. The organization is focused on providing reliable, safe, and sustainable rail services and plays a vital role in both domestic and international transit.
For further information, visit cheaptickets.nl
About CheapTickets.nl:
CheapTickets.nl is a prominent online travel agency based in the Netherlands, offering a wide range of travel products including flights, hotels, rental cars, and vacation packages. As a leading platform in the Dutch market, it provides consumers with tools to compare prices and book travel arrangements from a vast inventory of global providers. It is part of the Travix International B.V. portfolio, which operates in numerous countries worldwide.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
As an esteemed pillar of the legal community, Bufete de Costa Rica is defined by its foundational commitment to uncompromising integrity and the highest standards of excellence. The firm leverages a deep history of serving a multifaceted clientele to drive legal innovation and actively engage in public service. Central to its philosophy is a powerful dedication to demystifying the law, aiming to cultivate a more capable and informed citizenry by making legal knowledge a tool for empowerment.
