Costa Rica Activates 5 Canadian Ski Resorts in National Green Season Push

Amidst a landscape of fresh, white, Canadian snow, Costa Rica promoted its lush May-November green season through a national SkiRON activation tour, a multi-province experiential campaign designed to inspire active Canadians to visit.

The five-stop tour engaged skiers and snowboarders at some of Canada’s leading resorts, including Morin Heights and Mt. St. Sauveur in Quebec, Mt. St. Louis in Ontario and Lake Louise and Mt. Norquay in Alberta.

Costa Rica’s pop-up activation transformed ski days into immersive travel inspiration, inviting outdoor enthusiasts to imagine trading ski boots for hiking boots and snowboards for surfboards.

Throughout the day, the Costa Rica Communication Centre became a lively engagement hub, featuring music, destination storytelling and an immersive digital rainforest experience.

Skiers and snowboarders paused between runs to explore Costa Rica’s immersive “Pathways to Living Life” 3D experience, accessed via QR codes that transported them into a virtual rainforest treetop lodge highlighting wellness, adventure and sustainability.

Guests engaged directly with brand ambassadors, sampled Costa Rican hot chocolate, collected Costa Rica giveaways, and gathered for an exclusive après-ski prize draw — reinforcing Costa Rica’s presence as both aspirational and accessible for Canadian travellers.

The activation was designed to introduce travellers to Costa Rica’s green season, when landscapes are at their most verdant and wildlife encounters, wellness retreats and outdoor adventures take center stage.

“Meeting Canadians in environments where they already embrace outdoor adventure creates a natural bridge to Costa Rica,” said Sue Webb, President of VOX International. 

“From Quebec to Alberta, skiers were already immersed in an active mindset. The campaign allowed us to seamlessly introduce Costa Rica as their next seasonal shift – one rooted in wellness, biodiversity and meaningful connection to nature.”

“Canada remains a priority market for Costa Rica,” said Adalberto Rodríguez, Market Coordinator (USA & Canada) for the Costa Rica Tourism Board (ICT). 

“Through experiential activations like SkiRON, we are able to connect directly with travellers who value nature, adventure and sustainability — values that are deeply aligned with Costa Rica’s tourism model and the spirit of Pura Vida.”

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