Costa Rica is launching a major advertising campaign on San Francisco’s iconic cable cars as it seeks to attract more tourists from the U.S. State of California and strengthen its presence in the U.S. market.

The Tourism Institute (ICT) is placing promotional banners on nine cable cars operated by the San Francisco Municipal Railway, featuring eye-catching images of Costa Rica’s beaches, wildlife and recreational activities, including kayaking.

The campaign is designed to capture the attention of passengers traveling on the cable cars throughout San Francisco and promote Costa Rica as a vacation destination for residents of the city.

The campaign will run from August through October. As part of the effort, nine cable cars will be decorated with the country’s promotional materials, highlighting the Essential Costa Rica brand. The campaign aims to reach thousands of potential tourists.

According to tourism authorities, San Francisco is home to millions of potential travelers who are interested in visiting Costa Rica.

“This advertising campaign seeks to strengthen Costa Rica’s presence in San Francisco, California, one of the cities that is home to thousands of travelers who have a strong interest in visiting our country on their next vacation,” said Marcela Bonilla, coordinator of the advertising campaign. “It will also reinforce Costa Rica’s positioning in the United States, our main tourist source market.”

Based on ICT estimates, the advertising campaign could be seen by as many as 5 million people, some of whom could eventually become tourists to Costa Rica.

The U.S. continued to be the country's top tourism market, with more than 966,000 visitors by air during the first half of 2026, according to the ICT.

  

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

To provide a better experience for travelers, Daniel Oduber-Quirós International Airport (LIR) in Liberia, Guanacaste, has opened a new VIP Pura Lounge as part of ongoing efforts to enhance passenger services and expand the airport’s capacity.

In related developments, Juan Santamaría International Airport (SJO) in Alajuela Province is preparing to become home to Central America's first on-airport hotel.

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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