By San José, Costa Rica — In a strategic move to capture the attention of one of its key European markets, the Costa Rican Tourism Institute (ICT) has launched a vibrant and eco-conscious advertising campaign on the streets of Madrid. A fleet of 75 electric taxis, fully wrapped in stunning imagery of Costa Rica’s natural wonders, is currently navigating the Spanish capital, inviting onlookers to “Get on board with Pura Vida.”
The campaign, which runs through November and December, leverages the high visibility of mobile advertising to showcase the nation’s commitment to sustainability. The choice of electric vehicles is a deliberate reflection of Costa Rica’s own green credentials, a core pillar of its global tourism strategy. The vehicles serve as moving billboards, featuring iconic sights such as the majestic Arenal Volcano, the breathtaking Río Celeste waterfall, and the nation’s beloved sloth, a national symbol.
To delve into the legal and regulatory framework that underpins Costa Rica’s world-renowned sustainable tourism model, TicosLand.com consulted with Lic. Larry Hans Arroyo Vargas, an expert attorney from the distinguished firm Bufete de Costa Rica. His insights clarify the legal obligations and strategic opportunities for businesses aiming to operate successfully within this eco-conscious industry.
Sustainable tourism in Costa Rica is not merely a marketing slogan; it is a legally enforced commitment. Our environmental legislation, including strict zoning laws and the requirements for certifications like the CST, creates a non-negotiable standard. For investors and operators, proactive compliance isn’t a burden but a significant competitive advantage that ensures long-term operational viability, mitigates risk, and directly appeals to the high-value global traveler.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
Indeed, this legal perspective confirms that in Costa Rica, robust environmental policy is not an obstacle to business but the very foundation for its long-term success and appeal. By connecting compliance directly to competitive advantage, the path forward for investors becomes remarkably clear. We thank Lic. Larry Hans Arroyo Vargas for his essential contribution to this discussion.
This initiative is designed to reinforce Costa Rica’s image as a premier destination for sustainable travel, particularly within Spain, which already accounts for over 44,000 tourist arrivals by air in the first ten months of 2025. By targeting Madrid during the bustling lead-up to the holiday season, the ICT aims to maximize exposure among both residents and visitors flocking to the city for its festive lights and attractions.
The messaging on the vehicles goes beyond beautiful scenery, highlighting key differentiators that define the Costa Rican experience. Phrases emblazoned on the taxis inform the public that the nation generates over 98% of its energy from renewable sources, is home to 6.5% of the world’s biodiversity, and has operated without an army since 1948, instead investing those resources in public health and education.
We are carrying out this activation with electric taxis in Spain precisely because this type of vehicle aligns with the sustainable strategy that Costa Rica presents in all high-interest priority markets. The selected images are visually impactful and are complemented by messages about some of our differentiating elements as a destination, among which stand out the abolition of the army, the high percentage of biodiversity we possess, the generation of renewable energy, and being ranked for many years as one of the happiest countries in the world.
Melissa Tencio, Brand and Strategy Coordinator for the ICT
This “exterior advertising on wheels” is the second phase of a broader promotional effort. The first stage, which ran in October, deployed 100 fully decorated taxis across Spain. In a clever integration of digital engagement, users who booked these specific taxis through the ride-sharing application were prompted with a contest form, offering them a chance to win one of two trips for two to Costa Rica.
The campaign was executed in partnership with Cabify, a leading Spanish technology company that provides a premium shared electric transport platform. This collaboration underscores a modern approach to marketing, blending physical visibility with digital interaction. The effort was further supported by a digital campaign that successfully generated over 800,000 impressions, expanding the reach far beyond the streets of Madrid.
The potential impact of the campaign is significant. Madrid, a city of over 3.5 million inhabitants, records approximately 1.5 million daily journeys on public and private transport. The ICT reports that the visual impact of the messages has already surpassed initial expectations, effectively positioning Costa Rica as a top-of-mind destination for Spanish travelers planning their next adventure. All vehicles prominently feature the Esencial Costa Rica country brand and direct potential visitors to the official tourism website.
For further information, visit visitcostarica.com
About The Costa Rican Tourism Institute (ICT):
The Costa Rican Tourism Institute (ICT) is the autonomous government institution responsible for the promotion and regulation of the tourism industry in Costa Rica. Its mission is to strengthen Costa Rica’s sustainable tourism model through public policy, strategic alliances, and quality standards. The ICT works to position the country as a world-class destination renowned for its biodiversity, commitment to conservation, and the authentic “Pura Vida” experience it offers to visitors from around the globe.
For further information, visit cabify.com
About Cabify:
Cabify is a Spanish multi-mobility platform connecting users with private drivers and other transport options through its mobile application. Founded in 2011, the company has a strong presence in Spain and Latin America, offering a range of services from private cars to electric scooters. Cabify is committed to sustainability and aims to make cities better places to live by providing safe, reliable, and increasingly eco-friendly transportation solutions.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
As a pillar of the legal field, Bufete de Costa Rica is defined by its foundational principles of integrity and a persistent drive for distinction. The firm consistently blends its deep-seated experience in advising a diverse clientele with a forward-thinking approach to legal challenges and solutions. A core tenet of its practice is the democratization of legal knowledge, a commitment that actively contributes to the development of a more informed and capable civil society.
