LOS ANGELES — When Mark Darcy declared his love for Bridget Jones with the words, “I like you very much, just as you are”, moviegoers around the world immediately swooned. Now, 17 years after the release of the 2001 blockbuster ‘Bridget Jones’s Diary’, those swoon-worthy words have been uttered once more, this time as part of a new tourism campaign.

The Nicaragua Tourism Board (INTUR) has launched a new tagline, “I Like You Just As You Are’, which not only brings to mind the popular rom-com, but also embodies the country’s unspoiled nature and friendly people.

The multifaceted campaign will implement different national and international marketing efforts to highlight the country’s attributes that most resonate with its target travellers – individuals looking for 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 is to make travellers feel like locals by connecting them with the true experiences that characterizes our people, our culture and our history,” said INTUR’s Co-director Anasha Campbell.

At the international level, INTUR’s strategy includes social media, advertising and digital campaigns that target the North American market. Under the hashtag #ILikeYouJustAsYouAre, the social media initiative will feature visual content that evokes the beauty and authenticity of Nicaragua. Plus, the Tourism Board will broadcast 30-second promotional videos on digital billboards in New York’s Times Square as well as key Canadian markets, and has partnered with airlines like United and Copa to broadcast 10-minute commercials of the “land of lakes and volcanoes”.

Moreover, a coast-to-coast roadshow in Canada and the U.S. is set to take place during the last weeks of February and March, during which presentations and workshops will be made available to trade partners and media.

Nicaragua welcomed 1,887,260 international tourists in 2017, an increase of 18.8% over the previous year. With tourism on the rise, it’s obvious that the destination is resonating with more and more people around the world.

Don’t ever change, Nicaragua. Mark Darcy wouldn’t want you to.