ICT strengthens its strategy in South America with a focus on wellness and gastronomy

Within the framework of the ANATO Tourism Showcase, Travel2latam spoke with Ireth Rodríguez, Director of the Department of Promotion and Development of the Vacation Segment of the Costa Rican Tourism Institute (ICT), about the expectations of the destination in South America and the new features it presents this year.

What are Costa Rica's objectives for this edition of ANATO?

—We see enormous potential for Costa Rica in South America, which is why we're here deepening our understanding of the destination among audiences in Colombia, Argentina, Brazil, and Chile. We have particularly high expectations for growth in Colombia, both in the corporate and leisure segments. It's a market with which we have many affinities, and we're only a two-hour flight away, which represents a great opportunity.

Last year we started a 360-degree project in Colombia and will continue with greater investment and new tactics to generate awareness and drive conversion to the destination.

What do Colombians choose today when they travel to Costa Rica?

"It's an interesting combination. They love the beach, but they also enjoy adventure, nature, and relaxation experiences. At this year's ANATO, we're especially promoting the wellness segment: yoga, hot springs, sound healing, and forest therapies. These are different ways to enjoy the unique and abundant nature we have."

Costa Rica is a multi-target destination. How do they achieve that versatility?

—Tourism is spread throughout the country. There are options for all ages and budgets: solo travelers, couples, families. It's a destination to reconnect with nature, relieve stress, and rediscover what's essential.

In terms of segments, which one do you consider to have the greatest development potential or to be the least known?

—Gastronomy. We have been promoting this cultural aspect, which isn't always so visible internationally. Thanks to our biodiversity, we have an enormous variety of fruits, vegetables, and seafood, and there's a gastronomic movement that seeks to take advantage of these ingredients while maintaining identity and telling stories through dishes. Furthermore, our tourism model promotes productive linkages that generate well-being in the communities.

What dishes are a must-try for a visitor?

—Picadillo is a very traditional dish in our region. It can be made with potatoes, beans, green papaya, or plantains, among many other ingredients. The technique involves cutting the ingredients into small cubes and mixing them with spices, with or without meat. Each region has its own signature version, and we'll soon be officially launching the Picadillo Route.

Gallo pinto and other traditional dishes can also be enjoyed in restaurants as well as in "soditas", small establishments where food is prepared with very high sanitary standards.

Besides wellness and gastronomy, what other focus are you promoting?

—We continue to enhance well-being with new offerings such as sound healing in water, therapies aimed at improving physical and mental balance. It's a natural evolution of our positioning as a nature and reconnection destination.

Costa Rica is known for its high life expectancy. How is this attribute integrated into the tourist experience?

—We have one of the highest life expectancies in the world, comparable to European countries. This is the result of several factors: a healthy diet, contact with nature, a peaceful lifestyle, and a culture that promotes harmony. This “pura vida” spirit is part of our DNA and is something visitors perceive upon arrival.

In business terms, how do connectivity and partnerships work?

—We are intensifying our efforts targeting both the end consumer and the trade. We will launch a new creative campaign to reach these markets and, at the same time, strengthen partnerships with tour operators and airlines to continue expanding air connectivity.

Costa Rica has become a relevant business opportunity for Colombia's main tour operators, who see the destination as a diverse product adaptable to different segments.