Costa Rica returns to Switzerland's most important tourism promotion fair

Costa Rica has resumed its participation in the FESPO tourism promotion fair in Zurich, Switzerland. The fair is being held from January 29 to February 1 at the Messe Schweiz event center, with the participation of the Costa Rican Tourism Institute (ICT) and 11 tourism companies representing lodging, car rental, travel agencies, and tour operators.

Our country returns to FESPO 2026, after a few years of absence -before the start of the pandemic-, with a renewed stand design, endowed with vibrant colors, many visual elements referencing natural wealth, allegories of the typical oxcart wheel, outdoor activities such as hanging bridges in the middle of the cloud forest and aerial views of unmissable places such as the Río Celeste waterfall, Punta Catedral in Manuel Antonio, the Poás crater and the Arenal Volcano lagoon.

Also noteworthy are the large-format images of a sloth, a macaw, and a quetzal, as well as other spaces where visitors can take photos in front of the giant three-dimensional letters spelling out “Costa Rica.” A video is also being shown that explains how a vacation in any corner of the country, beyond just a trip, is a transformative experience for reconnecting with what is truly essential in life. The “Costa Rican space” at FESPO is complemented by areas for negotiations between businesspeople and potential European tourists.

“Participating in this fair allows us to position our country in the Swiss market. This tourist profile is highly interested and seeks everything Costa Rica offers, such as sustainability, authentic experiences, adventure, and wellness. They stand out for their high purchasing power and an interest in the destination that will allow for positive negotiations in the short and medium term with the businesses participating in this edition,” explained Yoselyn Hidalgo, ICT's European market promotion executive.  

Activations and strategic promotion

As part of the activations, a "prize wheel" was launched during FESPO, where winners could receive promotional materials with expanded information about Costa Rica, as well as Costa Rican chocolate bars and other prizes.
According to the ICT Marketing Department, prior to the start of the fair, a meeting was organized with Swiss journalists and content creators, as well as an event with travel professionals and agents interested in Costa Rica as a tourist destination and for establishing future business relationships. This opportunity was used to give an updated presentation of the destination and the latest additions to Costa Rica's tourism offerings.

Switzerland is currently the sixth largest source of tourists to Costa Rica, with 20,924 tourists arriving from Switzerland by air and 419,820 European travelers arriving by air during 2025. Direct flights between Zurich and Juan Santamaría International Airport are currently operated by the Swiss flag carrier, Edelweiss Air.

Source: ICT.