Costa Rica is promoting its well-known “Pura Vida” motto in Mexico as part of an effort to attract more tourists, the Tourism Institute (ICT) announced.

The campaign aims to strengthen the “Pura Vida” concept as a lifestyle centered on music and nature, according to the ICT.

The initiative features a song inspired by the “Pura Vida” philosophy and seeks to promote Costa Rica as a tourism destination through immersive audiovisual content displayed on a bus line in Mexico City.

The campaign aims to show potential Mexican visitors the many ways to experience Costa Rica, including enjoying its natural attractions and adventure activities.

“Mexico is one of our priority markets, and we are thrilled to see a growing interest among Mexican travelers in discovering our country,” said Marcos V. Borges, president of the ICT.

The campaign will run in Mexico through February 2027. The ICT expects it to generate more than 161 million visual impressions nationwide, encouraging Mexicans to experience the essence of Costa Rica firsthand.

The “Pura Vida” campaign will appear across major media channels in Mexico City, Guadalajara, Monterrey and Mérida. The strategy includes digital advertising and large-scale outdoor displays.

According to the ICT’s latest data, Costa Rica received more than 74,000 Mexican visitors by air from January through September, a 7.9% increase compared with the same period the previous year.

More than 1.6 million travelers arrived in the country by air during the first half of 2026, underscoring the industry’s continued role as a major contributor to the national economy.

In 2025, Costa Rica welcomed more than 2.6 million air travelers.

The “Pura Vida” campaign is part of Costa Rica’s broader efforts to increase tourism revenue and strengthen its presence in key international markets. Recently, the country promoted its cuisine in Germany as part of an effort to attract more tourists from the European market.

Costa Rica generated more than $3.3 billion in tourism income during the first half of 2026, an increase from the same period in 2025.

The ICT is the government agency responsible for promoting Costa Rica as a tourism destination and supporting the country’s tourism industry.

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What additional strategies could Costa Rica pursue to attract even more visitors? We would like to know your thoughts on this story. Send your comments to news@amcostarica.com

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