Costa Rica is promoting its “Pura Vida” travel brand and nature-based experiences at the 2026 Travel & Adventure Show at the Jacob K. Javits Convention Center in New York, U.S.

According to the Tourism Institute (ICT), the event, held in late January, showcases the country as a leading eco-tourism destination. Costa Rica’s presence includes exhibits such as Stand 360, which focuses on sustainable tourism and accessible travel options.

Representatives from the institute and local tourism operators highlighted Costa Rica’s customized travel offerings, with an emphasis on adventure tourism. Promotions focused on adrenaline-driven activities such as ziplining, white-water rafting and outdoor exploration, aimed at encouraging a close connection with nature.

The Costa Rica stand also promoted accessible tourism, underscoring the country’s commitment to inclusive, barrier-free travel and ensuring health and wellness experiences are available to all visitors, authorities said.

The New York Travel & Adventure Show is one of the largest consumer travel events in the United States. The 2026 edition featured more than 600 exhibitors, travel experts and celebrities, offering attendees the opportunity to discover new destinations, attend seminars and access exclusive travel deals.

Visitors met with industry experts and celebrities, attended more than 60 seminars, explored destinations from around the world and took advantage of show-only booking offers.

Organizers said the event draws on more than 20 years of experience and over 125 produced shows, connecting more than 2.1 million travel enthusiasts with more than 4,500 travel companies and suppliers worldwide.

ICT statistics show the United States remained Costa Rica’s largest source of visitors in 2025, with nearly 1.6 million arrivals.

Costa Rica’s participation in the New York travel fair is part of a broader push to strengthen international tourism promotion. Recent initiatives include marketing campaigns in Paris and Amsterdam featuring a double-decker bus and a Nederlandse Spoorwegen train wrapped in colorful images of Costa Rica’s flora and fauna.

In 2024, the tourism sector generated more than $5.4 billion in foreign exchange earnings.

ICT is the government agency responsible for promoting Costa Rica’s tourism industry.