Costa Rica promotes itself in Spain by surfing in the Pura Vida style
With a spectacular and realistic simulator for developing surfing lessons called "The Wave", our country is promoting itself in Madrid as a sustainable destination with multiple activities to reconnect with nature
Hundreds of potential Spanish tourists have literally emulated the Costa Rican surfing experience in Madrid, thanks to a realistic simulator called "The Wave," a huge pool with controlled waves that includes interactive information about our majestic beaches. This eye-catching European summer activity is part of the "Surfing The Pura Vida" promotional strategy, developed by the marketing department of the Costa Rican Tourism Board in Spain during the month of June.
The wave simulator is located at Honna's facilities in Madrid, in the X-Madrid leisure area in the heart of the capital.
Visitors will experience an immersive 360-degree aquatic experience featuring the Esencial Costa Rica brand on the back of the wave, on each surfboard, in Costa Rican-inspired décor in high-traffic areas such as the restaurant and terrace, and even on special surfing t-shirts offered to visitors. Surf instructors will also share tips and recommendations for staying on the board, as well as detailed information on the best surfing beaches on both coasts of the country.
Also included on the sides of the pool were large-format images with outstanding information about Playa Guiones (located in Nosara, Guanacaste), Playa Grande (located in Cabo Velas, Guanacaste), Playa Cocles (Puerto Viejo, Limón), and other of the best beaches for surfing.
"We continue to carry out innovative initiatives to invite potential Spanish and European tourists to experience unique experiences of reconnecting with nature and the truly essential aspects of life. On this occasion, a wave simulator and surfing serve as emblematic wellness activities to experience the essence of Pura Vida," highlighted Ireth Rodríguez, Head of the Vacation Segment Promotion and Development Department.
Surfing, well-being and environmental awareness
While the "Surfing The Pura Vida" tourism promotion strategy promoted by the ICT focuses on the immersive experience and classes in the real wave simulator and surf lessons, it is also complemented by the programming of activity classes to promote balance and well-being, such as yoga, functional exercise sessions, and participatory talks about Costa Rica's most outstanding tourist attractions.
Even during the month of June, a special raffle promotion was launched for a trip to Costa Rica, generating more than 15,000 digital participants. This led to the early closing of the contest on the official website of the strategy created to attract future Spanish travelers. In addition, the activities include waste collection campaigns at various sites along the Catalan coast in the province of Girona during the month of June. The projected participation of 15 educational centers with approximately 500 children is expected. They will learn about Costa Rica and its sustainable tourism model while collaborating in the cleanup of marine environments through a transformative educational experience.
The innovative promotional campaign was made possible through a strategic alliance between the Costa Rican Tourism Institute and Honna Surf Hub, with the goal of promoting a healthy lifestyle and reconnection with nature that can be experienced near Costa Rica's beaches.
“We firmly believe in the power of surfing as a tool to connect with nature and foster values of sustainability and community. Throughout this month of June, we're activating more than just a collaboration; we're uniting to live at the pace set by nature, not the clock. This activation isn't a campaign; it's an invitation to reconnect with the essentials and return to the simple: a wave, a coffee, a good conversation, a beautiful sunset, and Pura Vida,” said Ramon Casanovas, CEO of Honna Surf Hub, regarding the partnership with the Costa Rican Tourism Board.
According to the most recent ICT survey on the main activities undertaken by tourists visiting Costa Rica by air, 16.6% surf on Costa Rican beaches, and more than 70% engage in outdoor activities related to sun and sand. Spain is currently the fifth-largest source market for tourists from Europe. Between January and May 2025, a total of 17,496 Spanish tourists arrived in Costa Rica by air, and a total of 197,370 European travelers by the same route, according to a recent ICT report.
Source: ICT.