Costa Rica Wins Gold and Silver at 2026 Travel Marketing Awards as European Tourism Grows
Costa Rica Wins Gold and Silver at 2026 Travel Marketing Awards as European Tourism Grows
Updated September 18, 2026
Costa Rica has earned two international honors for its tourism promotion in the United Kingdom. The “This is Pura Vida” campaign received Gold and Silver at The Travel Marketing Awards 2026, recognition that comes as air arrivals from Europe continue to grow and the United Kingdom remains one of Costa Rica’s most important European source markets.
Quick Answer
Costa Rica’s “This is Pura Vida” campaign won Gold for Content Marketing Campaign of the Year and Silver for Media Partnership of the Year at The Travel Marketing Awards 2026 in London. The recognition coincides with 319,552 European air arrivals to Costa Rica from January through August 2026, an 8.8% year-over-year increase.
Key Facts
“This is Pura Vida” won Gold for Content Marketing Campaign of the Year.
The campaign also received Silver for Media Partnership of the Year.
The campaign was developed for Costa Rica’s tourism promotion in the British market.
The Independent participated as a strategic media partner.
The awards ceremony took place July 16, 2026, at the London Marriott Hotel Grosvenor Square.
Costa Rica recorded 319,552 European air arrivals through August 2026, up 8.8%.
The United Kingdom contributed 47,753 air arrivals and ranked as Costa Rica’s third-largest European source market.
What Did Costa Rica Win at the 2026 Travel Marketing Awards?
The Costa Rican Tourism Institute (ICT) developed “This is Pura Vida” to present the country’s nature, adventure and wellness experiences to potential travelers in the United Kingdom.
At The Travel Marketing Awards 2026, the campaign received Gold in Content Marketing Campaign of the Year and Silver in Media Partnership of the Year. The campaign’s media partnership involved British news organization The Independent.
The Travel Marketing Group organizes the awards to recognize work across travel and tourism marketing. The 2026 winners were announced during the July 16 ceremony in London.
Why the UK Market Matters to Costa Rica
The awards are particularly relevant because the United Kingdom is a priority European tourism market for Costa Rica.
ICT figures show 47,753 British tourists arrived by air between January and August 2026, making the United Kingdom the country’s third-largest European source market during the period.
The broader European market also expanded. Costa Rica received 319,552 tourists by air from Europe through August, an increase of 8.8% compared with the same period of 2025.
That continues the European growth already visible in Costa Rica’s 2026 air-arrival trends.
Air Connectivity Is Also Strengthening
The award news comes alongside an important change in air access from Britain. British Airways confirmed on September 17 that its London–San José service will become year-round, moving from Gatwick Airport to London Heathrow Airport.
The announced schedule calls for five weekly flights from October 2026 through March 2027 and three weekly flights from April through September 2027.
For travelers arriving at Juan Santamaría International Airport (SJO), the San José Airport route directory provides onward transportation options to destinations around Costa Rica.
What the Recognition Means for Costa Rica Tourism
The awards recognize the marketing campaign rather than Costa Rica’s tourism performance itself. However, the timing is notable: European visitor numbers are growing while direct air connectivity with the British market is expanding.
This suggests Costa Rica’s European promotion is operating within a favorable travel environment. It does not establish that the campaign alone caused the increase in arrivals; airline capacity, traveler demand, exchange rates and broader market conditions can also influence tourism flows.
Visitors organizing multi-destination trips can use the Costa Rica Travel Planning Guide 2026 to coordinate airports, destinations and ground transportation.
Frequently Asked Questions
What did Costa Rica win at the Travel Marketing Awards 2026?
Costa Rica won Gold for Content Marketing Campaign of the Year and Silver for Media Partnership of the Year for the “This is Pura Vida” tourism campaign aimed at the British market.
What is the “This is Pura Vida” campaign?
“This is Pura Vida” is a Costa Rica tourism-promotion campaign developed by the ICT for the United Kingdom. It presented Costa Rica through themes including nature, adventure and wellness and included a strategic media partnership with The Independent.
When were the 2026 Travel Marketing Awards held?
The 2026 awards ceremony took place on July 16, 2026, at the London Marriott Hotel Grosvenor Square. The awards are organized by the UK-based Travel Marketing Group.
How many European tourists visited Costa Rica in 2026?
Costa Rica recorded 319,552 tourist arrivals by air from Europe between January and August 2026, according to ICT data. That represented an 8.8% increase compared with the same eight-month period in 2025.
How important is the United Kingdom for Costa Rica tourism?
The United Kingdom ranked as Costa Rica’s third-largest European source market through August 2026, contributing 47,753 air arrivals. Direct London–San José connectivity is also expanding to year-round operation.
Conclusion
Costa Rica’s Gold and Silver honors at The Travel Marketing Awards 2026 give the country additional visibility in a European market that is already expanding. With European air arrivals up 8.8% through August and stronger London–San José connectivity ahead, the UK and wider European market remain important to Costa Rica’s tourism strategy.
Travelers arriving through SJO can compare the country’s shuttle routes or arrange private transportation in Costa Rica around confirmed flight and hotel plans.
