First look: Costa Rica’s new tourism campaign in the United States

Costa Rica this week launched a new tourism campaign in major U.S. and Canadian markets.

Branded “Only the Essentials,” the marketing push promotes Costa Rica as “an opportunity to connect with the essence of life: nature, well-being, culture and adventure.”

On Tuesday, we got our first look at a new television ad inaugurating the new campaign:

Now, thanks to President Carlos Alvarado, we have photos of Costa Rica-branded buses in action in New York and Texas:

El 8.8% de la totalidad de empleos provienen de forma directa del turismo y genera más ingresos que las exportaciones de banano piña y café juntas. Por eso, lo promovemos para estimular la contratación de personas.

Sigamos adelante todas y todos juntos por este grandioso país. pic.twitter.com/k52iouhn8v

— Carlos Alvarado Quesada (@CarlosAlvQ) September 2, 2019

The campaign will run for two years and target the U.S. cities of 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.

It is the first step in President Carlos Alvarados’s plans to reinvigorate the Costa Rican economy, in part through public and private investments.