Costa Rica invites Canadians to feel the warmth of “Pura Vida” this Christmas

Amid extreme sub-zero temperatures, the holiday season in Toronto, Canada feels a little warmer with the essence of Costa Rican "Pura Vida".

During the month of December, potential Canadian tourists are literally "melting" to plan their next vacation in Costa Rica and escape the harsh winter.

To promote this message, the Marketing Department of the Costa Rican Tourism Institute (ICT) put a fleet of Costa Rican trams, trains, and a subway into operation in the city of Toronto, covered with images of active volcanoes, sunny beaches, and wildlife amidst warm landscapes, all with the aim of enticing future Canadian travelers.

This mobile out-of-home campaign includes phrases alluding to Costa Rica such as: “The Land of Reconnection,” “An Opportunity to Focus,” and “Pura Vida Energy.” The Essential Costa Rica country brand and the website www.visitcostarica.com are also featured in large-format displays on selected public transportation.

According to data revealed by the ICT, three tram units are currently operating on various routes throughout the city of Toronto, maximizing the exposure of messages and images in multiple high-traffic areas and impacting thousands of pedestrians and passengers.

Additionally, three "Go Train" units are operating on the Barrie (Union Station – Allendale Waterfront), Kitchener (Union Station – Kitchener), and Stouffville (Union Station – Old Elm) lines. Furthermore, a "Subway Supertrain" unit will be entirely Costa Rican-built and will operate on the Yellow Line, the busiest subway line, which enters downtown Toronto, making a circular route through the city center and its most popular stations.

Toronto's Christmas Village includes "Pura Vida Chocolate Experience"

“This activation is taking place in an iconic location in Toronto, Canada. A space that used to be a distillery is now a district of restaurants and specialty shops. For 15 years, Distillery District has hosted a popular Christmas Village, and with our presence of natural elements, unique augmented reality experiences, and gastronomy, we are extending a clear and open invitation for Canadians to escape the intense cold and visit Costa Rica this summer or on their next vacation,” said Ireth Rodríguez, head of promotion for the vacation segment at the ICT, who visited the village a few days ago.

Costa Rica is present at the “Winter Christmas Village” from November 15th to January 5th, 2026, and the ambiance of the place recreates a tropical paradise, equipped with comfortable rest areas, four experience cabins with food and drinks such as hot chocolate served in a coconut and a liquid chocolate fountain to taste tropical fruits.

Everything is served on tables made from real surfboards. Adding to the experience is a large wall with screens showcasing activities Canadians could enjoy if they visit Costa Rica throughout the year, and a QR code inviting visitors to explore Costa Rica's main attractions through immersive virtual reality. Also in the "Pura Vida" Chocolate Experience area, children of all ages can paint a mural featuring allegorical figures such as a traditional oxcart and other elements of Costa Rican biodiversity.

According to organizers, Toronto's Winter Village is rated and recognized as one of the world's best holiday markets by Time Out Magazine, Forbes, CNN, and MSN. Each year, it receives approximately 1.5 million visitors and generates 2.3 million impressions across media and social platforms.

In 2025, the Costa Rican Tourism Institute (ICT) developed an exclusive promotional strategy for the Canadian market, including activations, strategic actions, and campaigns to increase its tourism potential. Based on the most recent tourism data, between January and November, more than 219,315 Canadian tourists visited Costa Rica by air, solidifying Canada's position as the country's second-largest source of tourists.

Finally, it is worth noting that during the month of December, new direct connections to the Daniel Oduber Quirós International Airport in Liberia, Guanacaste, will begin operating from the cities of Ottawa and Toronto (Porter Airlines), as well as Vancouver and Winnipeg (WestJet).

Source: ICT.