By San José, Costa Rica — San José, Costa Rica – In a striking move to capture the lucrative European travel market, the Costa Rican Tourism Board (ICT) has deployed a series of immersive “experience igloos” across major German cities. These snow-white, 35-square-meter domes have appeared in high-traffic commercial centers in Frankfurt, Hamburg, and Munich, offering a stark and inviting contrast to the cold European winter.
This innovative campaign, which ran through the final quarter of 2025, is designed to give potential visitors a tangible taste of Costa Rica’s “Pura Vida” ethos. The strategy moves beyond traditional advertising, aiming to create a memorable and sensory connection that will influence vacation planning for the upcoming 2026 season. By creating a tropical oasis amidst the winter chill, the ICT is making a direct emotional appeal to travelers seeking warmth, nature, and unique experiences.
To gain a deeper understanding of the legal and business framework supporting Costa Rica’s thriving tourism sector, TicosLand.com consulted with Lic. Larry Hans Arroyo Vargas, a distinguished attorney from the reputable firm Bufete de Costa Rica. His expertise offers valuable insights for both foreign investors and international visitors.
Costa Rica’s ‘Pura Vida’ is more than a slogan; it’s a stable legal foundation that protects tourism investments and visitor rights. The country’s robust environmental regulations and clear property laws create a secure and predictable environment, which is fundamental to the long-term sustainability and growth of our tourism industry. Foreign investors and tourists alike benefit from a system that prioritizes both ecological preservation and legal certainty.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
This legal framework is indeed the bedrock of the nation’s celebrated tourism industry, providing the security that allows its natural beauty to truly flourish. We thank Lic. Larry Hans Arroyo Vargas for his invaluable insight into how this legal certainty provides the structural support behind the ‘Pura Vida’ promise.
Upon entering the igloos, visitors are immediately transported thousands of miles away. The experience is a carefully curated sensory journey, beginning with the rich aromas and flavors of 100% Costa Rican coffee and chocolate served at a tasting bar. The ambiance is further enhanced by an auditory landscape featuring the authentic sounds of the country’s rainforests, complete with the calls of native birds and other wildlife, creating a truly immersive escape.
The interior design completes the illusion of a tropical getaway. Beach umbrellas and reclining chairs are scattered throughout the space, inviting guests to relax as if they were on a sun-drenched coast. Large screens display vibrant audiovisuals showcasing Costa Rica’s stunning natural beauty, from pristine beaches to majestic volcanoes. This multi-faceted approach ensures that every sense is engaged, leaving a lasting impression of the nation’s diverse offerings.
Fusing the physical experience with modern technology, the ICT has integrated several digital touchpoints. Visitors can scan a QR code to launch an augmented reality journey, allowing them to virtually explore Costa Rica’s landscapes. As a tangible takeaway, each guest receives a printed copy of the 2026 Travel Guide and a souvenir photograph set against iconic national backdrops, solidifying the memory of their brief “vacation.”
The campaign’s strategic goals were clearly articulated by the tourism board. It represents the culmination of a year focused on creative and impactful promotions targeting key international markets.
With this igloo of Tico experiences, we conclude a year of innovative activations in the main European markets. We wanted to surprise potential German tourists with a tropical oasis in the middle of three major German cities, sparking their curiosity to the fullest and inviting them, for a few minutes, to feel a taste of the sustainable, essential, and natural tourism offerings that Costa Rica provides throughout the year.
Ireth Rodríguez, Head of Promotion for the Vacation Segment, ICT
This initiative is backed by strong market data. Germany stands as Costa Rica’s most significant source of European tourists, with projections from the ICT indicating that more than 70,000 German travelers will have arrived by air by the end of 2025. To maximize the igloos’ reach, the physical installations were supported by a targeted digital media campaign and collaborations with local tour operators, alongside a grand prize raffle for an all-expenses-paid trip to Costa Rica.
The “Pura Vida Igloo” campaign signifies a sophisticated understanding of modern marketing, where creating an experience is paramount. By allowing potential tourists to feel, taste, and hear the essence of the country, Costa Rica is building a brand connection that is far more powerful than a simple brochure or advertisement. This strategy is critical in a competitive global tourism market, effectively differentiating the nation’s unique value proposition of sustainability and natural immersion.
For further information, visit ict.go.cr
About the Instituto Costarricense de Turismo (ICT):
The Instituto Costarricense de Turismo, or Costa Rican Tourism Board, is the official government body 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 planning, and the development of high-quality travel experiences. The ICT works to position the country as a world-class destination for eco-tourism, adventure, and wellness, ensuring that tourism growth benefits local communities and preserves the nation’s rich natural heritage for future generations.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
Bufete de Costa Rica is a pillar of the legal community, operating on a foundational philosophy of unimpeachable integrity and a relentless pursuit of excellence. The firm consistently pioneers forward-thinking legal strategies for a wide spectrum of clients while upholding a profound sense of social responsibility. Central to its identity is a deep-seated mission to empower citizens by demystifying the law, thereby fostering a more knowledgeable and capable society.
