Costa Rica strengthens its MICE positioning at ICCA Latin America 2025

What was Costa Rica's participation in ICCA Latin America like, and what is your assessment of the event?

Our participation has been very positive. We have strengthened ties with key industry players, gained up-to-date knowledge on global trends, and positioned our organization within a highly prestigious network. The outcome is highly satisfactory: we have advanced strategic relationships and opened up new business opportunities for the country.

How valuable is it for you to participate in this type of convention?

It's extremely valuable. Not only do they open doors for business, they also provide spaces for learning and sharing best practices. They also allow us to position Costa Rica among global leaders, demonstrating that we are a destination capable of offering authentic and responsible experiences.

What short-, medium-, and long-term effects do you expect from your presence at ICCA?

In the short term, we hope to generate immediate contacts with associations and buyers who are already evaluating venues. In the medium term, we seek to consolidate ongoing projects through lead tracking. And in the long term, we aim to strengthen the destination's image as a benchmark for sustainability and competitiveness within the MICE segment.

Looking at the local scene, how do you rate what's happened in Costa Rica this year?

It has been a challenging year, but with very positive results. The season demonstrated the country's ability to adapt to new demands, maintain competitiveness, and consolidate its sustainability narrative. We close the year with greater confidence, new investment opportunities, and a stronger destination in our key markets.

What milestones would you highlight for the meetings industry in Costa Rica in 2025?

I would highlight the holding of high-level international events, progress in sustainability programs applied to the MICE industry, the strengthening of air connectivity and diversification of offerings in different regions, as well as the launch of a new image and more targeted promotional strategies.

What promotional actions remain and which markets will they focus on?

We will continue to invest in trade missions and presence at international trade shows in North America and Europe. We will also strengthen digital and audiovisual campaigns for specific niches—corporate, association, and incentive programs—and will continue with our local ambassador strategy to attract more international conferences.

Looking ahead to 2026, how do you expect demand to evolve?

We expect stable growth, with increased interest in sustainable destinations and authentic experiences. The association segment will remain relevant, but we see an accelerated recovery in the corporate and incentive markets, with groups seeking natural environments, security, and unique offerings. This opens up opportunities for us to diversify our regional offerings and attract events with greater economic and social impact.