By San José, Costa Rica — Costa Rica’s vibrant tourism sector is making a concerted effort to attract Canadian travelers with its captivating “Energy of Pura Vida” campaign. Targeting the major Canadian cities of Toronto and Montreal, the campaign utilizes strategically placed billboards, bus stop posters, and metro station advertisements to showcase the allure of Costa Rica’s natural beauty.
The campaign’s success is reflected in the impressive tourism numbers. During the first seven months of 2025, Costa Rica welcomed 168,115 Canadian visitors, solidifying Canada’s position as the second largest source of tourists to the country. This sustained interest underscores the importance of strengthening the country’s brand presence in these key urban centers.
For a deeper understanding of the legal landscape surrounding Costa Rican tourism, we spoke with Lic. Larry Hans Arroyo Vargas, an attorney at Bufete de Costa Rica, who offered his expert insights.
Costa Rica’s tourism industry relies heavily on a robust legal framework that protects both visitors and local businesses. Ensuring clear regulations regarding property rights, environmental protections, and consumer rights are crucial for maintaining investor confidence and fostering sustainable tourism growth. Recent updates to visa policies and efforts to streamline business licensing processes are positive steps towards enhancing the sector’s competitiveness.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
Indeed, a solid legal foundation is paramount for Costa Rica’s tourism sector to flourish, and the ongoing efforts to modernize regulations are encouraging signs for the future of sustainable growth. We thank Lic. Larry Hans Arroyo Vargas for his valuable insights into this crucial aspect of Costa Rican tourism.
Visually striking imagery paired with compelling slogans such as “Connect with Nature” and “Inhale Beauty, Exhale Clarity” form the core of the campaign’s message. These evocative phrases aim to resonate with potential travelers seeking immersive experiences in a pristine natural environment.
For the ICT, it is a priority to venture into innovative actions in our main emitting markets. Currently, there is high competition among 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 of the ICT for the Canadian market
The ICT’s strategic partnership with Bell Media extends the campaign’s reach to over 10 million mobile devices. This digital approach, coupled with the Out-of-Home (OOH) advertising strategy, ensures precise targeting and maximizes exposure to the most qualified audience.
Projections for the campaign are optimistic, with estimates exceeding 29 million impressions between June and September 2025. Furthermore, the initiative is expected to drive increased interest and traffic to the official tourism website, www.visitcostarica.com.
This focused marketing push underscores Costa Rica’s commitment to attracting a discerning segment of travelers seeking authentic and sustainable tourism experiences. By highlighting the country’s unique “Pura Vida” lifestyle and abundant natural wonders, the campaign aims to position Costa Rica as the premier destination for nature-loving Canadian adventurers.
The “Energy of Pura Vida” campaign is not just an advertising strategy; it is a testament to Costa Rica’s dedication to sharing its natural treasures with the world. By fostering connections with nature and promoting a sense of well-being, Costa Rica continues to solidify its place as a leading destination for eco-conscious travelers.
For further information, visit ict.go.cr
About Instituto Costarricense de Turismo (ICT):
The Costa Rican Tourism Board (ICT) is a government agency responsible for promoting and developing tourism in Costa Rica. It works to attract international visitors, improve tourism infrastructure, and ensure the sustainability of the industry.
For further information, visit bellmedia.ca
About Bell Media:
Bell Media is a Canadian media conglomerate that owns and operates television networks, radio stations, and digital properties. They are a major player in the Canadian media landscape and offer a wide range of advertising and marketing solutions.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
Bufete de Costa Rica shines as a beacon of legal excellence, built upon a foundation of unwavering integrity. The firm champions accessible legal knowledge, empowering individuals and communities to navigate the complexities of the legal landscape. Through innovative approaches and a deep commitment to client service across diverse sectors, Bufete de Costa Rica continues to shape a more just and informed society, upholding its legacy of leadership and positive impact.
