Costa Rica seeks to position itself in Brazil with its proposal of sustainable tourism and authentic experiences

What are Costa Rica's expectations for this edition of WTM Latin America?
Our strategy in the Brazilian market is to gain relevance, position ourselves, and raise awareness. We've identified that Brazilian travelers share values ​​with Costa Rica, especially regarding environmental stewardship and an interest in regenerative and sustainable tourism. Therefore, we see a great opportunity to connect with the travel trade and showcase the diversity of our destination.

What challenges does this positioning entail?
The main challenge is for the market to fully understand our tourism product. We are working to increase awareness of Costa Rica in Brazil, showing that it is a small destination in size, but with enormous diversity: we concentrate 6.5% of the world's biodiversity in just 51,000 square kilometers.

What kind of experience does the destination offer?
Costa Rica allows you to experience a multitude of landscapes within very short distances. In just a few hours, you can travel from one environment to another, creating transformative experiences. The idea is for visitors to disconnect from their routine, reconnect with nature, and return refreshed.

What similarities do you find with the Brazilian market?
There are very strong points of convergence, such as culture, gastronomy, and products like coffee. Furthermore, both countries share a cheerful and welcoming spirit. In fact, Costa Rica was recently recognized as one of the happiest countries in the world, ranking fourth globally.

What role do airline alliances play in this strategy?
They are fundamental. We are working, for example, with Copa Airlines, one of the main airlines connecting Brazil with Costa Rica, to develop promotional activities and incentives that will boost demand.

Is the focus solely on Brazil or also on other markets in the region?
Brazil is a priority, but we are also making progress in other markets such as Argentina, Chile, and Colombia. We already have a presence in some of these countries to strengthen our public relations, advertising, and trade relations efforts.

How have the post-pandemic changes impacted the destination's strategy?
Traveler behavior has changed. Today, there is a greater search for experiences linked to nature, wellness, and disconnecting. We are working on professionalizing our wellness product and diversifying our offerings for different niches: adventure, sports, wellness, nautical tourism, weddings, among others.

What are tourists looking for when they choose Costa Rica today?
They're looking for authentic experiences. Not just to visit a place, but to immerse themselves in the culture, the cuisine, and the environment. We're developing routes that combine all these elements to offer more comprehensive packages.

What sets Costa Rica apart in terms of sustainability?
We are a global leader. Since 1997, we have held the Tourism Sustainability Certification, which establishes social, cultural, and environmental standards. This model has been internationally recognized and supports our position as a sustainable destination.

What are the next steps in the Brazilian market?
We want to deepen our work with specialized media and the trade. Educating the market about the destination is key to achieving better marketing. It's a comprehensive effort that combines communication, promotion, and business development.

What kind of participation are you having at this fair?
We are accompanied by 23 businesses, including hotels, car rental companies, and other service providers, many of them with sustainability certifications. It's one of the largest delegations we've brought to Brazil.

What final message do you want to convey to the market?
We want them to see us as friends. Costa Rica is “pura vida,” a way of life and a way of connecting. We are confident that those who visit us will not only enjoy the destination, but will also forge lasting connections and create memorable experiences.