Earlier this year, the Costa Rican Tourism Board (ICT) launched “Only the Essentials,” a global tourism campaign aimed at positioning the country “as an opportunity to connect with the essence of life: nature, well-being, culture and adventure.” Tourism is “one of the country’s main economic drivers,” says ICT, accounting for an estimated 8.2% of Costa Rica’s gross domestic product (GDP)
Much of this tourism comes from the United States and Canada. 65 percent of all tourists arriving by air travel came from these two countries during the first half of 2019.
The Minister of Tourism, María Amalia Revelo, said she is planning to increase tourists to Costa Rica by 5 percent in 2019 compared to 2018.
According to Casa Presidencial, this is how Costa Rica promoted itself in cities around the world.
The campaign “Only the Essentials” targeted major U.S. and Canadian cities with billboards, bus and subway advertising, and a TV commercial.
A pop-up immersive installation in New York City allowed people to experience the rainforest of Costa Rica at Brookfield Place (the World Financial Center).
On the International Coffee Day in October, New Yorkers were provided with free coffee by bicycles designed to look like painted oxcarts.
The commercial presence of Costa Rica in Europe was somewhat more diverse.
In England, Costa Rica collaborated with the Eden Project — Cornwall’s natural tourist attraction — to create an orchid exhibition.
The line “Pura Vida 2020” was inspired by the biodiversity of Costa Rica during the Fashion Week in Madrid and illustrated by accessories produced by Tico artisans.
More than 350 electric vehicles were retrofitted in France to highlight the biodiversity of Costa Rica.
In France, electric cars have been sold as mini rainforests. Via the Presidential House.
And in Germany, ICT partnered with the Salomon brand of sportswear to offer in-store ads and a trip to Costa Rica.