Mexican travel agents toured Costa Rica to promote the destination in their country

Costa Rica strengthens its position in the Mexican market with the visit of 28 travel agents and tourism experts. The tour, organized by Proimagen Costa Rica and supported by the Costa Rican Tourism Institute (ICT), combined a business meeting with local entrepreneurs and a tour of different regions of the country so that participants could experience the country's tourism offerings firsthand and promote them more authentically in Mexico.

This joint initiative between the ICT and Proimagen seeks to strengthen Costa Rica's international presence through direct contact with those who market the destination. According to Christian Doñas, president of Proimagen Costa Rica, the goal is for travel agents to experience the country and learn firsthand about its tourism offerings, in order to then promote them with greater knowledge and authenticity. "We want agents to experience the destination, to feel what Costa Rica is all about, and to be able to convey that experience to the Mexican public, showcasing an authentic, diverse, and sustainable country," he stated.

“During 2025, the Costa Rican Tourism Institute (CTI) has developed a robust promotional strategy in Mexico, one of the main source markets with significant growth potential. Without a doubt, the presence of 28 Mexican travel agents specializing in immersive travel, discovering the latest in Costa Rican tourism products, strengthens our country's positioning and contributes to attracting potential tourists. This initiative is combined with increased air connectivity, which includes the opening of a new direct route to Monterrey starting October 30th, operated by Viva Airlines,” explained Heilyn James, coordinator of Latin American markets at CTI.

Mexico, a strategic ally for Costa Rican tourism

According to ICT data, Mexico continues to be Costa Rica's main Latin American source market. In 2024 alone, 92,404 Mexican tourists arrived by air, and between January and September 2025, the number has already reached 69,160 arrivals.

Furthermore, the ICT's "Best Prospects" study estimates that around half a million Mexicans show a strong interest in visiting the country, motivated by experiences such as visiting volcanoes, observing flora and fauna, enjoying beaches, and experiencing local cuisine.

The invited agents agreed that Costa Rica offers a proposition that is difficult to match.

For Arcy González, AX Travel representative in Monterrey, “Costa Rica has tremendous biodiversity and a very clear focus on nature preservation. That is precisely the type of tourism we want to promote: attracting travelers from Mexico interested in sustainable experiences, in direct contact with the environment, and in the authenticity that characterizes the country.”

From Mexico City, Roberto Ramírez of Viajes Fama noted that "there is great interest in Costa Rica throughout Mexico, which is a pleasure for us. We want to reach out to tourists who are still deciding on a destination, because Costa Rica has it all. We work with different client profiles and always seek to offer personalized experiences: some want gastronomy, others volcanoes or beaches."

This phase complements the training activities carried out months ago by Proimagen in Mexico, in cities such as Monterrey, Mexico City, Mérida, and Cancún, where specialized workshops were offered on how to position the destination for Mexican travelers.

Mexican traveler trends

The Mexican market is showing an encouraging trend, with visitors extending their average stay from seven to ten nights and expanding their itineraries beyond San José. Tourists are increasingly exploring regions such as Arenal, Monteverde, Guanacaste, and the Southern Caribbean, where they enjoy experiences linked to biodiversity, adventure, and local culture.

According to Doñas, this change demonstrates that "Mexican tourists have discovered a country that's easy to travel to, with authentic experiences within close proximity, which has allowed us to diversify the benefits of tourism in different communities and strengthen the bond between the two nations. Mexico is a strategic partner for Costa Rica, and at Proimagen, we're working to consolidate that relationship so that every travel agent who visits our country becomes a true ambassador for the destination."

Direct air connectivity, with flights of less than three hours from major Mexican cities, and the diversity of tourism products, nature, wellness, gastronomy, and culture reinforce Costa Rica's appeal.

For Proimagen Costa Rica and the ICT, this visit represents another step in a long-term strategy to consolidate the country's presence in a high-value market.

Source: ICT.