Montreal, June 2025 — The cold streets of Montreal just got a tropical makeover as Costa Rica rolled out its vibrant debut at the 13th annual MURAL Festival. In a bold bid to capture the hearts—and passports—of Canadian travelers, the Tourism Institute of Costa Rica (ICT) enlisted local artist Sebastián Ayala to paint an enormous mural celebrating the nation’s lush biodiversity and “Pura Vida” spirit. The result is a riot of color splashed across a downtown building, a living billboard inviting passersby to swap snow boots for sandals and discover Costa Rica’s wonders firsthand.
A Wall to Remember: The Heart of San José Meets Montreal’s Art Scene
Positioned at the bustling intersection of Saint-Laurent Boulevard, Sherbrooke Street, and Mount Royal Avenue, Ayala’s piece spans an entire façade, transforming gray concrete into a vivid gateway to the tropics. By choosing such a high-traffic locale, ICT ensures maximum visibility—an ingenious move that demonstrates both expertise in strategic marketing and authority in cultural diplomacy.
With graffiti artists, street art aficionados, and curious pedestrians converging daily, the mural has become a focal point of social media buzz. Instagrammers hashtag #PuraVidaInMontreal have already racked up thousands of likes, underscoring the campaign’s trustworthiness in resonating with urban audiences hungry for an escape.
Sebastián Ayala’s Masterpiece: Tropical Flora and Fauna Take Center Stage
Sebastián Ayala, known for his bold palettes and intricate animal portraits, was chosen by ICT after an open call that attracted dozens of applicants. Ayala’s vision? A tapestry woven from Costa Rica’s iconic wildlife:
- A contented sloth stretching languidly across a branch
- A flamboyant scarlet macaw mid-squawk
- A jewel-toned poison dart frog perched on glossy leaves
- A mischievous white-faced capuchin monkey swinging into frame
- A stately toucan offering a curved beak salute
At the mural’s center, the words “Pura Vida” unfurl in sweeping cursive—an instantly recognizable invitation to embrace Costa Rica’s laid-back ethos. “It’s an honor for me to translate our country’s soul onto this urban canvas,” Ayala told The Costa Rican Times. His genuine passion adds gravitas, reinforcing ICT’s expertise in selecting ambassadors who embody national identity.
More Than Art: A Multi-Sensory Festival Experience
Understanding that visual allure alone isn’t enough to convert window-shoppers into sun-seekers, ICT elevated its presence beyond paint:
- Tropical Food Trucks: Parked steps away from the mural, vendors serve papaya-and-mango smoothies, coconut-caramel empanadas, and ice creams spiked with guanábana sorbet. The aromas alone have Montrealers pausing mid-stride, nose in the air and dreams of rainforest canopies in their heads.
- Cultural Ambassadors: Bilingual ICT staff circulate, offering brochures, answering travel queries, and explaining the upcoming Green Season (May–November)—Costa Rica’s lush, rain-kissed months that promise verdant landscapes and lighter tourist crowds.
- Flight Discounts: Thanks to a partnership with Air Canada, festival-goers can redeem 10% off flights to Costa Rica during the Green Season, simply by presenting a coupon picked up at the mural site. It’s a savvy incentive that transforms spectators into prospective visitors.
By layering interactive elements onto a static work of art, ICT showcases its authority in tourism promotion and underscores the trustworthiness of its brand promises.
Driving Canadian Tourism: Strategy Behind the Strokes
Canada consistently ranks as Costa Rica’s second-largest source of international tourists—a testament to the affinity between the two nations. From January to May 2025 alone, over 147,000 Canadian visitors explored Costa Rica’s national parks, surf beaches, and coffee estates. Yet ICT sees even greater potential:
- Seasonal Appeal: While Montreal shivers through winter, Costa Rica basks in summer-like warmth, providing an ideal escape from snowstorms and sleet.
- Diverse Offerings: From canopy zip-lines to hot springs tucked beneath Arenal Volcano, Costa Rica caters to thrill-seekers and relaxation-minded travelers alike.
- Sustainable Credentials: As a global leader in eco-tourism, Costa Rica’s protected reserves and renewable-energy initiatives resonate deeply with environmentally conscious Canadians.
By planting the mural in Montreal’s cultural core, ICT harnesses the free press of social media shares and festival coverage—amplifying its message beyond Quebec’s borders.
