During this month of January, all passengers and potential tourists of the Madrid Metro in Spain have been surprised with impressive moving images of Costa Rica, which are activated with the use of high technology between the Colombia and Nuevos Ministerios stations, This occurs while the vehicle is moving at high speed on the rails of line 8.
Although the audiovisuals take 10 seconds, they capture the attention of potential tourists. The time is made the most of to show outstanding nature tourist attractions of beaches, volcanoes and biodiversity, as well as outdoor enjoyment activities in different regions of the country. In addition, it promotes and invites you to enjoy gastronomy, culture and “Pura Vida” included in the varied tourist offer of our country.
This new commercial concludes with an express invitation to expand information and learn about news from Costa Rica at its stand at FITUR, located in Pavilion 3 from January 24 to 28. The first days will be dedicated to conducting business with the presence of professionals from the tourism industry and the weekend for the general public looking for alternatives for their next vacation.
Precisely, within the framework of the 2024 edition of Fitur, -one of the largest tourism marketing and negotiation fairs in the world-, the Costa Rican Tourism Institute (ICT) activated a promotion strategy for just over two weeks and in the context of this renowned global tourism event.
This strategy, in addition to the impressive presence in the Madrid Metro, includes the presentation of a 15-second video on open television on TV Telemadrid and La Otra, reaching an estimated audience of almost 6 million Madrid residents, inviting them to visit our country, as well as the exhibition and negotiation space of Costa Rica at Fitur 2024.
Other complementary promotional actions include the “Out of Home (OOH)” presence in high-exposure outdoor media for the thousands of people who will travel to Fitur, specifically 34 screens in the lobby of the IFEMA Events Center, as well as at the exits. from Atocha station, one of the most important and busiest transport infrastructures in the city and in Spain in general.
The presence of the Esencial Costa Rica brand has been displayed for more than a week from 6:00 am to 11:00 pm. Likewise, 26 interactive digital Mupis were placed on the arrival ramps of the AVE high-speed train, as well in the busy Atocha terminal.
For Carolina Trejos, Marketing Director of the ICT, this strategy and the extensive presence of Costa Rica in the days before and during the development of Fitur 2024, will allow us to refresh Costa Rica's positioning among potential tourists from Spain with high interest in visiting our country. “We launched a series of strategic promotional actions in high-traffic places such as the Madrid Metro, on Madrid television channels and in interactive outdoor media to show outstanding tourist attractions, our biodiversity, culture and gastronomy. We also take the opportunity to invite the professional public to visit us and discover the latest products from 40 businessmen in the Costa Rican tourism sector,” Trejos explained.
Indeed, starting today and until next January 28, 40 Costa Rican tourism companies such as hotels, tour operators, rent a cars and other specialized companies will participate in the International Tourism Fair FITUR 2024, at the IFEMA fairgrounds in Madrid, Spain , being the first in-person fair of the year on the international circuit of major events in the tourism sector.
The forty-fourth edition of FITUR will bring together 152 countries, 806 regular exhibitors and 9,000 participating companies. According to the organizers, there will be a 7% increase in international presence compared to 2023.
Based on the most recent data from the ICT, during 2023, a total of 53,782 Spanish tourists visited us by air, with Spain being our fourth source market for travelers from Europe and with high growth potential due to direct flight connectivity. from Iberia and Iberojet.