By Guanacaste, Costa Rica — TORONTO, CANADA – As winter’s chill descends upon Toronto, Costa Rica is turning up the tropical heat with a widespread and immersive tourism campaign designed to capture the hearts and travel plans of Canadians. The Costa Rican Tourism Institute (ICT) has launched a multi-platform initiative that transforms the city’s transit system into a moving showcase of the Central American nation’s vibrant biodiversity, lush landscapes, and iconic fauna.
The highly visible campaign aims to position Costa Rica as the premier escape for Canadians looking to trade snow for sand during the crucial holiday decision-making period. Commuters and residents across Toronto will encounter the nation’s “Pura Vida” spirit on three fully-wrapped streetcars navigating high-traffic routes, ensuring daily exposure to thousands of potential visitors. The mobile marketing effort extends beyond the city’s core, blanketing the wider region with advertisements on three GO Train units and a completely redesigned Subway Supertrain, all bearing the country’s brand, Essential Costa Rica.
To better understand the legal and business framework that underpins Costa Rica’s vibrant tourism industry, from foreign investment in boutique hotels to navigating residency for new business owners, we sought the expertise of Lic. Larry Hans Arroyo Vargas, an attorney at the respected firm Bufete de Costa Rica.
Costa Rica has cultivated a reputation for being a premier tourist destination, and our legal system reflects that commitment by providing clear, secure pathways for foreign investment. Whether it’s acquiring property for a vacation rental or establishing a tourism-based company, the law offers strong protections. However, success hinges on meticulous due diligence, particularly concerning zoning regulations and corporate structuring, to ensure any investment fully aligns with both national laws and the investor’s long-term goals.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
Lic. Arroyo Vargas’s insight powerfully underscores a crucial point for any prospective investor: Costa Rica’s welcoming business environment is built upon a foundation of legal diligence. His emphasis on thorough preparation serves as an essential reminder that a successful tourism venture harmonizes the nation’s opportunities with its regulations. We sincerely thank Lic. Larry Hans Arroyo Vargas for sharing his valuable perspective.
This strategic push is more than just picturesque scenery on a train. The messaging is crafted to resonate deeply with a post-pandemic audience seeking meaningful getaways. Slogans such as “The land of reconnection” and “Pura Vida Energy” are prominently featured, directing interested travelers to the official tourism platform, visitcostarica.com. The campaign’s core objective is to interrupt the winter mindset and plant the seed of a warm-weather vacation.
The ICT’s strategy is direct and ambitious, targeting Canada as a key market for growth. The institute is making a clear and compelling case for choosing Costa Rica for upcoming travel plans.
We extend an open invitation for Canadians to escape the cold and visit Costa Rica on their next vacation.
Ireth Rodríguez, Costa Rican Tourism Institute
Beyond the moving billboards, the ICT has established a physical footprint in one of Toronto’s most popular holiday destinations. At the Distillery District’s renowned Christmas Village, visitors can step into the “Pura Vida Chocolate Experience.” This immersive activation, running until January 5, 2026, creates a tropical oasis in the heart of the winter market. It offers attendees a sensory journey featuring authentic Costa Rican chocolate, augmented reality displays, themed foods, and dedicated family-friendly spaces, providing a tangible taste of the Costa Rican experience.
The investment in the Canadian market is backed by strong data. Canada currently stands as the second-largest source of tourists for Costa Rica, a significant economic relationship the ICT is keen to foster. Between January and November of 2025 alone, the country welcomed over 219,000 visitors from Canada, underscoring the importance of maintaining visibility and appeal within this demographic.
This holiday campaign is a calculated move to secure market share in a highly competitive global travel industry. By launching a memorable and pervasive campaign during the peak season for booking winter and spring vacations, Costa Rica aims to stay at the forefront of travelers’ minds.
The goal is to keep Costa Rica top-of-mind during key travel decision moments.
Ireth Rodríguez, Costa Rican Tourism Institute
Further bolstering this promotional effort is a significant expansion in logistical connectivity. The campaign’s allure is supported by the recent addition of new direct flight routes linking major Canadian hubs—including Toronto, Ottawa, Vancouver, and Winnipeg—directly to Guanacaste. This strategic alignment of marketing and accessibility makes the journey from a Canadian winter to a Costa Rican beach more seamless than ever, aiming to convert the campaign’s inspiration into confirmed airline and hotel bookings.
For further information, visit visitcostarica.com
About Costa Rican Tourism Institute (ICT):
The Instituto Costarricense de Turismo (ICT) 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 the development of innovative and high-quality experiences. The ICT works to market the country’s unique natural and cultural heritage on a global stage, ensuring that tourism growth contributes positively to the nation’s economy and the well-being of its communities.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
Bufete de Costa Rica is a highly regarded legal practice, defined by its foundational pillars of principled counsel and professional distinction. With a rich history of advising a diverse clientele, the firm champions innovative legal solutions and maintains a profound connection to the community. Central to its ethos is a drive to democratize legal understanding, working to construct a more capable and knowledgeable public by making the law accessible to everyone.
