Costa Rica is launching a new campaign to promote its tourism sector in Germany, featuring a fleet of 100 electric taxis adorned with vibrant banners showcasing the country's rich flora and fauna.


According to the Tourism Institute (ICT), the taxis, which are operating in major German cities such as Berlin, Frankfurt, Munich, Hamburg, Düsseldorf, and Cologne, aim to grab the attention of locals and tourists alike.


The eye-catching ads display striking images of Costa Rican nature, including monkeys, birds, tropical beaches, majestic mountains, and dancers in traditional folk costumes.


The campaign will run throughout March and is designed to position Costa Rica as a “Pura Vida” destination, known for its warm weather and unparalleled biodiversity.

 

“The use of electric taxis aligns with Costa Rica’s commitment to environmental sustainability,” said William Rodríguez, Costa Rica’s Minister of Tourism.

Officials estimate that the banners will reach an audience of approximately 140 million people, potentially attracting new visitors to the Central American country.

Tourism is a vital sector of Costa Rica’s economy. In 2024, more than 73,000 German tourists visited the country, primarily for beach activities, wildlife observation, and volcano excursions. Peak travel periods are typically from November to March, with another influx during the summer months of July and August.

In 2024, Costa Rica earned over $5.4 billion in foreign exchange from tourism, according to the Central Bank’s data.

Additionally, the country saw a 7% increase in air arrivals, welcoming more than 2.6 million tourists in 2024 compared to the previous year.

ICT is responsible for promoting tourism and supporting infrastructure development in tourism areas in Costa Rica.