During the peak of the European summer, the Tourism Institute (ICT) launched a promotional campaign in Madrid featuring a "Pura Vida" surf simulator as part of an effort to attract more Spanish travelers and promote Costa Rica as an adventure tourism destination.

According to the ICT, the campaign is designed to introduce Spanish visitors to surfing while encouraging them to experience Costa Rica's beaches and outdoor lifestyle.

Developed in partnership with Honna Surf, the simulator generated programmable waves that allowed participants to learn basic surfing techniques in a setting inspired by Costa Rica's coastal scenery.

The venue also featured large-format images of some of Costa Rica's best-known beaches, many of which are recognized internationally as premier surfing destinations.

"We want potential Spanish visitors to experience the Pura Vida lifestyle before they even travel," said Angélica Herra, the ICT's European market coordinator. "Our goal is to invite them to come to Costa Rica and enjoy truly transformative experiences. These strategies are important because they allow us to connect with young European travelers who are looking for close contact with nature, wellness, sports, sustainability and authentic vacation experiences."

The event also included yoga classes and presentations highlighting Costa Rica's leading tourist attractions. The activities targeted young travelers interested in adventure tourism and group travel.

As part of the campaign, the ICT also organized a beach cleanup and recycling event at Cataluña Beach with 15 educational institutions from Spain's Tarragona region.

More than 500 people participated in the initiative, which also featured educational activities focused on ocean conservation and marine life, said the ICT.

"This initiative reinforced the message of sustainability that defines Costa Rica's tourism model," the institute added.

Tourism remains one of Costa Rica's key economic sectors. According to ICT statistics, more than 23,000 Spanish travelers visited the country during the first half of 2026.

Costa Rica welcomed nearly 1.4 million visitors arriving by air between January and May 2026.

The country recorded more than 2.6 million air arrivals in 2025.

The Madrid campaign is part of Costa Rica's broader strategy to expand its international tourism presence. More recently, the country stepped up efforts to attract U.S. travelers by participating in the Outside Days Festival in Denver, in the U.S. State of Colorado.

Costa Rica also recently earned three spots in the 2026 edition of the Corona Beach 100, an international guide recognizing coastal destinations for their natural beauty, beach culture and connection to nature.

The ICT is the government agency responsible for promoting tourism in Costa Rica.

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