Costa Rica’s Vibrant Promotion Captivates Madrid Metro and FITUR 2024

By Ivan PetrenkoJan 27, 2024 06:38 AMNews
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The Madrid subway train stops at the station, and passengers are waiting on the platform
The Madrid subway train stops at the station, and passengers are waiting on the platform. Source: unsplash

In an innovative display of tourism marketing, Costa Rica has taken over the Madrid Metro, Spain, with captivating moving images showcasing the country's natural beauty. This high-tech initiative, active between the Colombia and Nuevos Ministerios stations on Line 8, offers passengers a dynamic 10-second glimpse into Costa Rica's stunning beaches, volcanoes, and rich biodiversity.

According to travel2latam, the initiative, part of a broader communication strategy by the Costa Rican Tourism Institute (ICT), coincides with the 2024 edition of FITUR, one of the world’s most significant tourism marketing fairs. The promotional efforts extend beyond the metro to include a 15-second video on TV Telemadrid and La Otra, potentially reaching nearly 6 million Madrid residents.

Further amplifying its presence, Costa Rica has employed "Out of Home (OOH)" advertising, strategically placing 34 screens at the IFEMA Events Center and Atocha station. The Esencial Costa Rica brand also features on 26 interactive digital Mupis at the AVE high-speed train's arrival ramps and the bustling Atocha terminal, offering continuous exposure from 6:00 am to 11:00 pm.

Carolina Trejos, Marketing Director of the ICT, emphasizes that this extensive promotional campaign, targeting high-traffic areas in Madrid, aims to refresh Costa Rica's appeal among potential Spanish tourists. The campaign spotlights Costa Rica’s tourist attractions, biodiversity, culture, and gastronomy, encouraging professionals to explore the latest offerings from 40 Costa Rican tourism businesses at FITUR 2024.

Starting today, these businesses, including hotels, tour operators, and car rentals, will participate in FITUR 2024 at the IFEMA fairgrounds in Madrid. This event marks the year's first in-person fair on the international tourism circuit, hosting 152 countries, 806 regular exhibitors, and 9,000 participating companies. With a 7% increase in international presence compared to 2023, FITUR serves as a pivotal platform for global tourism exchange.

According to recent ICT data, Spain, as the fourth-largest European source market for Costa Rican tourism, shows significant growth potential, especially with direct flights from Iberia and Iberojet. In 2023, over 53,000 Spanish tourists visited Costa Rica by air, reflecting the country’s increasing appeal in the European market. This latest campaign in Madrid Metro and FITUR 2024 represents a strategic effort to attract even more visitors from Spain and beyond, showcasing Costa Rica's unique blend of natural wonders and cultural richness.

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