“Only the Essentials” is the new international marketing campaign that Costa Rica will use to attract more travelers from the United States and Canada.
During the following years, Costa Rica’s Tourism Board (ICT) will imprint the country’s name as “an opportunity to connect with the essence of life: nature, well-being, culture and adventure” in primary markets in North America.
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Costa Rica is targeting the following markets in the United States: New York, Miami, Fort Lauderdale, Minneapolis, Las Vegas, Tampa, Orlando, Denver, Philadelphia, Phoenix, Seattle, Austin, Detroit, Los Angeles, San Francisco, Dallas, Houston, Atlanta, Boston, and Chicago.
In Canada, the campaign will include Toronto, Montreal, and Calgary.
ICT will lease billboards, pay for advertising on taxis, buses, and in subway stations, and sponsor content on platforms including TripAdvisor and The New York Times.
“The campaign proposes a personal connection with what is truly substantial in life, and that is what Costa Rica offers through countless experiences, with its different landscapes, nature, culture, and adventure,” said María Amalia Revelo, Tourism Minister.
The tourism campaign is the first step in President Carlos Alvarado’s plans to reinvigorate the Costa Rican economy, in part through public and private investments.
Tourism is “one of the main engines of the country’s economy,” ICT says, comprising an estimated 8.2% of Costa Rica’s gross domestic product (GDP) and creating 9% of its jobs.
And much of that tourism comes from the U.S. and Canada. During the first half of 2019, 65% of all tourists arriving via air travel came from those two countries.