Nicaragua Promotes Destination Authenticity

WHY IT RATES: The new tourism campaign will better showcase Nicaragua's many offerings including unspoiled nature and vibrant culture. —Mia Taylor, TravelPulse Senior Writer.

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The Nicaragua Tourism Board (INTUR) has launched a new comprehensive tourism campaign to promote the country's unspoiled nature, vibrant cultural traditions, and its genuinely friendly people.

Under the captivating tagline “I Like You Just As You Are," the campaign will powerfully showcase Nicaragua’s wide diversity and authenticity to encourage international travelers to visit the destination.

This multifaceted campaign will implement different national and international marketing efforts to highlight the country’s attributes that resonate with Nicaragua’s target travelers—individuals looking for real and truly unique experiences.

“It’s no secret that those who visit Nicaragua fall in love with the country’s rich authenticity and its welcoming people. Our aim is to make travelers feel like locals by connecting them with the true experiences that characterize our people, our culture, and our history,” said INTUR’s Co-director Anasha Campbell, during the presentation of the campaign.

At the international level, INTUR’s strategy includes social media, advertising and digital campaigns targeting the key North American market.

Under the hashtag #ILikeYouJustAsYouAre, the social media initiative will feature powerful visual content that evokes the beauty and authenticity of Nicaragua’s destination offering, showcasing the Central American country as a destination that generates authentic travel experiences.

The tourism board will additionally broadcast 30-second promotional videos on digital billboards throughout New York’s iconic Time Square and key Canadian markets.

INTUR has also partnered with several airlines, including United Airlines, Avianca and Copa Airlines, which will broadcast 10-minute commercials promoting the “land of lakes and volcanoes”.

With the aim of strengthening relationships and establishing strategic partnerships with key North American tourism stakeholders, the tourism board will also organize a coast-to-coast roadshow in the United States and Canada during the last weeks of February and March 2018.

In collaboration with the Nicaraguan private sector, a tourism delegation will offer presentations and workshops on Nicaragua’s appealing tourist attractions and latest developments to North American trade partners and media.

In 2017, Nicaragua welcomed 1,887,260 international tourists, an increase of 18.8 percent over the previous year. Between January and September 2017, tourism gathered $597.8 million in revenue, according to the Central Bank of Nicaragua. The World Tourism Organization ranked Nicaragua as the world's 8^th fastest-growing tourist destination in 2017.

SOURCE: Nicaraguan Tourism Board