Costa Rica dazzles with 100 iconic red double-decker buses in London

The Costa Rican Tourism Board (ICT) officially presented its comprehensive " Transformative Travel " strategy in the United Kingdom. This strategy is designed to position Costa Rica as an ideal destination for those seeking a tourist experience that goes beyond relaxation, offering well-being, renewal, and a new perspective on life.

This initiative aims to boost the British market, which, during the first five months of 2025, registered 33,693 travelers, making it our third-largest source market for travelers from the Old Continent, behind France and Germany.

Recognizing this potential, the ICT deployed this initiative with a massive presence in key public transport spaces, deploying a total of 100 of the traditional red double -decker buses, combining outdoor advertising with images of nature, adventure activities such as zip lining, and the word "Pura Vida," as well as a digital presence to create a significant impact on consumers.

“We are proud to present this new strategy in the United Kingdom, which, in addition to promoting our country's landscapes and natural attractions, is also an invitation to potential British tourists to take a unique, transformed trip that renews their minds and spirits,” said Marcela Bonilla, International Advertising Executive for the ICT Brand and Communications Department.   

Bonilla added that thousands of tourists and pedestrians will be able to view the promotional messages on around 100 London double-decker buses, on illuminated panels distributed in more than 30 London metro stations, as well as on 20 digital screens in train stations in strategic English cities such as  Birmingham, Manchester, Liverpool, and Edinburgh, Scotland.

This physical presence is complemented by a robust digital strategy that includes audiovisual content and testimonials from tourists who have experienced personal growth and rejuvenation in Costa Rica.

Connecting with the Essential

This strategy highlights Costa Rica's transformative capacity through its wellness retreats, authentic cultural experiences, and the country's distinctively stunning natural beauty. 

Furthermore, the strategy is inserted within the four strategic communication pillars that the ICT has defined for Europe, which include: reinvented nature , connections and Costa Ricans , impact on sustainability  and transformative travel . 

These axes were developed in collaboration with European agencies after exhaustive market research and analysis, and they guide promotional actions to maximize the impact and relevance of the Costa Rica brand.

The main objective of " Transformative Travel " is to increase brand awareness, positioning Costa Rica as an attractive, sustainable, and memorable tourist destination, capable of generating an emotional connection with visitors and making them consider Costa Rica a preferred vacation option at any time of the year. This promotes longer stays, greater consumption of tourism products, and the exploration of multiple regions and activities within the country.

Source: ICT.