Published on Tuesday, April 28, 2026
By the A.M. Costa Rica staff

Costa Rica is ramping up efforts to attract more Canadian visitors through its “Pura Vida” tourism campaign, with advertisements placed on public flexity outlook streetcars in major Canadian cities, the Tourism Institute (ICT) said.

The campaign is running on transit systems in Calgary, Vancouver and Toronto, aiming to capture the attention of potential travelers in key urban markets.

Officials said the ads, which feature images of Costa Rica’s beaches, volcanoes, wildlife and natural landscapes, will remain in place through June. The effort targets cities with existing nonstop air service from Quebec, Montreal, Toronto, Ottawa, Winnipeg, Vancouver and Calgary.

To execute the campaign, the ICT hired Pattison Media, which specializes in large-format advertising on streetcars. The contract is valued at more than $168,000 and is funded through the institute’s budget.

The goal is to “captivate pedestrians and passengers and invite them to experience the Pura Vida lifestyle,” the ICT said in a statement.

Data from the ICT show strong growth in the Canadian market. In the first quarter of 2026, nearly 150,000 Canadian tourists arrived in Costa Rica by air, a 27.5% increase compared with the same period last year.

 

Most Canadian visitors travel to beaches, volcanoes and waterfalls, while also taking part in adventure activities such as rafting, zip-lining and snorkeling.

Air carriers are also expanding service between the two countries. Air Transat recently announced it will increase nonstop flights between Québec City Jean Lesage International Airport and Juan Santamaría International Airport in Alajuela province.

Meanwhile, Air Canada said it is boosting nonstop service between Vancouver International Airport and Daniel Oduber Quirós International Airport in Guanacaste province.

In related developments, Costa Rica was recently recognized as the country where solo female travelers feel most secure, according to a report by the BBC.

The country also ranked as the happiest in the Americas in the 2026 edition of the World Happiness Report.

Costa Rica’s tourism sector continues to expand. In 2025, the country recorded more than 2.6 million air arrivals.

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

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