Costa Rica Tourism Board Selects Burson-Marsteller
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Costa Rica Tourism Board Selects Burson-Marsteller

The Costa Rica Tourist Board has selected Burson-Marsteller to develop and implement a public relations campaign in North America promoting Costa Rica as a tourism destination. The 24-month campaign will raise awareness in the United States and Canada.

Paul Holmes

SAN JOSE, COSTA RICA—The Costa Rica Tourist Board has selected Burson-Marsteller to develop and implement a public relations campaign in North America promoting Costa Rica as a tourism destination. The 24-month campaign will raise awareness in the United States and Canada of Costa Rica’s wide range of tourist offerings, especially ecotourism, adventure tourism and educational travel.

Particular emphasis will be given to the key feeder markets of New York, California, Texas, Florida, Pennsylvania, Ontario, Quebec and British Columbia.

“Tourism is one of the most important sectors of Costa Rica’s economy, generating over US $1.8 billion in revenues a year, or 17 percent of the country’s gross domestic product,” says Costa Rica tourism minister Carlos Ricardo Benavides. “This year alone, we have welcomed 1.9 million foreign tourists to our country, of which 66 percent are tourists from North America; so an effective tourism promotion strategy in the United States and Canada is obviously key to the continued growth of our country’s tourism industry.”

According to Benavides, Burson-Marsteller was selected for its strong network of offices throughout the United States and Canada, extensive tourism experience, knowledge of Costa Rica and an account team able to work in English, Spanish and French.
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