The Nicaragua tourism board (INTUR) will use the bright lights of New York City to roll out its new promotional campaign. ‘Nicaragua Te Quiero As Sos’ or ‘I like you just as you are’ is geared towards highlighting Nicaraguan culture in all facets – its land, its architecture and most importantly, its people.

View of volcán Concepción and Ometepe island in Nicaragua from the slope of volcán Maderas. Image by: Alvaro Faraco/Lonely Planet

‘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 via TravelPulse.

INTUR will use the iconic billboards of Times Square to entice the estimated 26 million tourists to also visit ‘The Land of Lakes and Volcanoes’.

Catedral de Granada, Nicaragua. Image by: Cadaveraphotography/500px

Showcasing its year-round fiestas, the historic architecture and its diverse environment ideal for ziplining, hiking or surfing, INTUR wants to give the true Nicaraguan experience.

The INTUR has also taken to social media using #ILikeYouJustAsYouAre to reach an even larger audience through a variety of beautiful landscapes and Nicaraguan cuisines.

Nicaragua is quietly becoming a major destination hot spot for tourists. There was an 18% increase in 2017 with close to two million visitors according to the Central Bank of Nicaragua.

Article originally appeared on Today Nicaragua and is republished here with permission.