{"id":242046,"date":"2026-03-05T15:33:01","date_gmt":"2026-03-05T13:33:01","guid":{"rendered":"https:\/\/visit-latin-america.com\/?p=242046"},"modified":"2026-03-05T15:33:02","modified_gmt":"2026-03-05T13:33:02","slug":"costa-rica-lanza-su-primera-campana-europea-unificada-en-la-itb-berlin","status":"publish","type":"post","link":"https:\/\/visit-latin-america.com\/es\/costa-rica-lanza-su-primera-campana-europea-unificada-en-la-itb-berlin\/","title":{"rendered":"Costa Rica lanza su primera campa\u00f1a europea unificada en la ITB Berl\u00edn"},"content":{"rendered":"\n<p>En un panorama tur\u00edstico internacional cada vez m\u00e1s competitivo, los destinos buscan afinar la manera en que se presentan a los viajeros. En la ITB Berl\u00edn, <strong><a href=\"https:\/\/visit-latin-america.com\/es\/p\/costa-rica\/\" target=\"_blank\" rel=\"noreferrer noopener\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\">Costa Rica<\/mark><\/a><\/strong> present\u00f3 una nueva etapa de su estrategia de promoci\u00f3n: su primera campa\u00f1a europea unificada. Titulada \u201c<strong><a href=\"https:\/\/fr.visitcostarica.com\/empieza-a-vivir\" target=\"_blank\" rel=\"noreferrer noopener\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\">Empieza a vivir, Pura Vida<\/mark><\/a><\/strong>\u201d, ofrece un enfoque que va m\u00e1s all\u00e1 del simple cat\u00e1logo de lugares por visitar, poniendo \u00e9nfasis en la experiencia que los viajeros pueden vivir durante su estad\u00eda.  <\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Un concepto com\u00fan para seis mercados estrat\u00e9gicos<\/strong><\/h2>\n\n\n\n<p>El anuncio se realiz\u00f3 durante la jornada de apertura de la 60.\u00aa edici\u00f3n de <strong><a href=\"https:\/\/www.itb.com\/en\" target=\"_blank\" rel=\"noreferrer noopener\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\">ITB Berl\u00edn<\/mark><\/a><\/strong>, organizada en Messe Berl\u00edn. El <strong>Instituto Costarricense de Turismo<\/strong> (<a href=\"https:\/\/www.visitcostarica.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\">ICT<\/mark><\/a>) present\u00f3 una campa\u00f1a basada en un mismo concepto creativo para todo el mercado europeo, permitiendo adaptaciones espec\u00edficas seg\u00fan cada pa\u00eds. <\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<blockquote class=\"instagram-media\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/DVb0j5FEeuK\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"14\" style=\" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\">\n<div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/p\/DVb0j5FEeuK\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;\" target=\"_blank\"> <\/p>\n<div style=\" display: flex; flex-direction: row; align-items: center;\">\n<div style=\"background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div>\n<div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\">\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div>\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div>\n<\/div>\n<\/div>\n<div style=\"padding: 19% 0;\"><\/div>\n<div style=\"display:block; height:50px; margin:0 auto 12px; width:50px;\"><svg width=\"50px\" height=\"50px\" viewBox=\"0 0 60 60\" version=\"1.1\" xmlns=\"https:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"https:\/\/www.w3.org\/1999\/xlink\"><g stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\"><g transform=\"translate(-511.000000, -20.000000)\" fill=\"#000000\"><g><path d=\"M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631\"><\/path><\/g><\/g><\/g><\/svg><\/div>\n<div style=\"padding-top: 8px;\">\n<div style=\" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\">Ver esta publicaci\u00f3n en Instagram<\/div>\n<\/div>\n<div style=\"padding: 12.5% 0;\"><\/div>\n<div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\">\n<div>\n<div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div>\n<div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div>\n<div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div>\n<\/div>\n<div style=\"margin-left: 8px;\">\n<div style=\" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div>\n<div style=\" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div>\n<\/div>\n<div style=\"margin-left: auto;\">\n<div style=\" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div>\n<div style=\" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div>\n<div style=\" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div>\n<\/div>\n<\/div>\n<div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\">\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div>\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div>\n<\/div>\n<p><\/a><\/p>\n<p style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"><a href=\"https:\/\/www.instagram.com\/p\/DVb0j5FEeuK\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\">Una publicaci\u00f3n compartida por Inst. Costarricense de Turismo (@oficial_ict)<\/a><\/p>\n<\/div>\n<\/blockquote>\n<p><script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Seg\u00fan datos del ICT, en 2025 llegaron a Costa Rica <strong>419.820 visitantes europeos<\/strong> por v\u00eda a\u00e9rea, confirmando el papel del pa\u00eds como un mercado long-haul importante. La campa\u00f1a se dirige a seis pa\u00edses prioritarios \u2014<strong>Alemania, Espa\u00f1a, Francia, Reino Unido, Suiza y Pa\u00edses Bajos<\/strong>\u2014 y se desarrollar\u00e1 de <strong>marzo a noviembre de 2026<\/strong> mediante un enfoque multicanal que combina televisi\u00f3n abierta y digital, cine, radio digital, publicidad urbana, prensa y redes sociales. <\/p>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>De la destinaci\u00f3n al viajero<\/strong><\/h2>\n\n\n\n<p>La estrategia se basa en estudios sobre el comportamiento de los viajeros europeos y se articula en torno a <strong>cuatro pilares<\/strong>: viaje transformador, conexi\u00f3n con las comunidades locales, relaci\u00f3n m\u00e1s consciente con la naturaleza y generaci\u00f3n de un impacto duradero durante la estad\u00eda. <\/p>\n\n\n\n<p>La idea central es simple: Costa Rica se entiende mejor vivi\u00e9ndolo. Como explica <strong>Silvia Rodr\u00edguez, responsable de Estrategia de Marca y Comunicaci\u00f3n del ICT<\/strong>: <\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>&#8220;Es una invitaci\u00f3n para que los viajeros europeos descubran algo que no podr\u00e1n vivir en ning\u00fan otro lugar del mundo. Algo que solo creer\u00e1n y comprender\u00e1n una vez que lo hayan experimentado por s\u00ed mismos. Algo que incluso nosotros, los costarricenses, a veces tenemos dificultad en describir. Pero es real, existe y espera a cada viajero.&#8221;<\/em><\/p>\n<\/blockquote>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Producci\u00f3n local y diversidad territorial<\/strong><\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-full is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"603\" height=\"850\" src=\"https:\/\/visit-latin-america.com\/wp-content\/uploads\/2026\/03\/CR_es.jpg\" alt=\"\" class=\"wp-image-242032\" style=\"aspect-ratio:0.7071168446392198;width:227px;height:auto\" srcset=\"https:\/\/visit-latin-america.com\/wp-content\/uploads\/2026\/03\/CR_es.jpg 603w, https:\/\/visit-latin-america.com\/wp-content\/uploads\/2026\/03\/CR_es-213x300.jpg 213w\" sizes=\"(max-width: 603px) 100vw, 603px\" \/><\/figure>\n<\/div>\n\n\n<p>La campa\u00f1a fue completamente producida en Costa Rica. El rodaje se realiz\u00f3 durante <strong>diez d\u00edas y m\u00e1s de 2.500 kil\u00f3metros<\/strong>, con tomas en <a href=\"https:\/\/visit-latin-america.com\/en\/san-jose-gateway-to-costa-ricas-treasures\/\" target=\"_blank\" rel=\"noreferrer noopener\">San Jos\u00e9<\/a>, <strong><strong>Bajos del Toro Amarillo<\/strong>, Alajuela, la Costa Caribe sur<\/strong>, el <strong><a href=\"https:\/\/visit-latin-america.com\/en\/poas-volcano-national-park-a-geothermal-wonder-in-costa-rica\/\" target=\"_blank\" rel=\"noreferrer noopener\">volc\u00e1n Po\u00e1s<\/a><\/strong> <strong> <\/strong>y la <strong>costa Pac\u00edfico sur<\/strong>.<\/p>\n\n\n\n<p>Participaron <strong>48 personas en el equipo t\u00e9cnico<\/strong>, de las cuales <strong>40 eran profesionales locales<\/strong>. La direcci\u00f3n creativa estuvo a cargo de la agencia espa\u00f1ola <strong><a href=\"https:\/\/newlinkspain.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\">Newlink<\/mark><\/a><\/strong>, en coordinaci\u00f3n con las agencias que apoyan al instituto de turismo en los mercados europeos. <\/p>\n\n\n\n<p>Esta decisi\u00f3n refleja el deseo de mostrar la diversidad territorial al tiempo que se destaca la participaci\u00f3n local, en coherencia con el modelo tur\u00edstico que el pa\u00eds promueve desde hace d\u00e9cadas.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><em><strong>Nuestro art\u00edculo: <a href=\"https:\/\/visit-latin-america.com\/es\/tendencias-de-viaje-2026-experiencias-con-significado-en-america-latina\/\" target=\"_blank\" rel=\"noreferrer noopener\">Tendencias de viaje 2026: Experiencias con significado en Am\u00e9rica Latina<\/a><\/strong><\/em><\/p>\n\n\n\n<div style=\"height:70px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Con esta campa\u00f1a, Costa Rica no solo busca reforzar su visibilidad en Europa. Tambi\u00e9n busca transmitir en su comunicaci\u00f3n internacional una idea central de su posicionamiento: un viaje donde la naturaleza, las comunidades y la experiencia personal ocupan un lugar principal. <\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Costa Rica - empieza a vivir 90 - Espan\u0303a\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/TLBbZsoOd-8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-small-font-size\"><em>Fotos: ICT<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Costa Rica lanza en la ITB Berl\u00edn su primera campa\u00f1a europea unificada, dirigida a seis mercados clave bajo el concepto \u201cEmpieza a vivir, Pura Vida\u201d.<\/p>\n","protected":false},"author":11,"featured_media":242026,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[23279],"tags":[35648,35649,35639,35642,35644,35646,35640,35651,35638,35652],"class_list":["post-242046","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias","tag-campana-turistica-costa-rica","tag-empieza-a-vivir-pura-vida","tag-itb-berlin-2026-2","tag-marketing-de-destinos-costa-rica","tag-promocion-costa-rica-europa","tag-promocion-turistica-centroamerica","tag-turismo-costa-rica","tag-turismo-costa-rica-europa","tag-turismo-de-naturaleza-costa-rica","tag-turismo-long-haul-europa"],"_links":{"self":[{"href":"https:\/\/visit-latin-america.com\/es\/wp-json\/wp\/v2\/posts\/242046","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visit-latin-america.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visit-latin-america.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visit-latin-america.com\/es\/wp-json\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/visit-latin-america.com\/es\/wp-json\/wp\/v2\/comments?post=242046"}],"version-history":[{"count":4,"href":"https:\/\/visit-latin-america.com\/es\/wp-json\/wp\/v2\/posts\/242046\/revisions"}],"predecessor-version":[{"id":242057,"href":"https:\/\/visit-latin-america.com\/es\/wp-json\/wp\/v2\/posts\/242046\/revisions\/242057"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visit-latin-america.com\/es\/wp-json\/wp\/v2\/media\/242026"}],"wp:attachment":[{"href":"https:\/\/visit-latin-america.com\/es\/wp-json\/wp\/v2\/media?parent=242046"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visit-latin-america.com\/es\/wp-json\/wp\/v2\/categories?post=242046"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visit-latin-america.com\/es\/wp-json\/wp\/v2\/tags?post=242046"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}