Within the framework of ANATO's Tourism Showcase, Travel2latam spoke with Ireth Rodriguesz, Head of Promotion of the Costa Rican Tourism Institute
What are the objectives of the Costa Rican Tourism Institute in promoting Costa Rica in Colombia?
This year we are coming to Colombia because this country has become the first generator of tourists for Costa Rica from South America. Last year we received more than 30,500 Colombian tourists, with a projected growth for 2024 of 7.7% compared to 2023. It is an attractive market not only because of the number of tourists, but also because of the proximity and cultural affinity between both countries. At ANATO, our goal is to bring our tourism companies closer to potential Colombian buyers, but also to start a communication strategy that will continue throughout 2025. We will carry out actions for both consumers and tourism professionals, including strategic alliances so that Colombians know the diversity of tourism products that Costa Rica has to offer, just two hours away by plane.
What are the most popular destinations or regions for Colombians in Costa Rica?
It is a very diverse market. Classic destinations such as Fortuna, Monteverde and Manuel Antonio remain popular. However, we are also promoting new destinations such as Sarapiquí, where you can enjoy nature, agrotourism and adventure, and Turrialba, which is famous for its coffee and sugarcane plantations and the archaeological remains of Guayabo. These are lesser-known destinations but with an incredible offer, as well as the possibility of interacting with the locals, something we are very proud of, since Costa Ricans are very hospitable. In addition, both countries share values such as the importance of coffee and respect for the environment, which makes Colombians feel comfortable in Costa Rica.
How does sustainability impact Costa Rica’s tourism offering?
Our tourism development model is based on sustainability, which means that the offer we show to our visitors is not only unique, but also integrates local communities. This makes it an authentic experience. In addition, sustainability allows us to offer tourism that respects and preserves our biodiversity, natural resources and, above all, our identity as a nation. The preservation of nature is one of the main pillars of our tourism offer.
How is Costa Rica's international promotion planned for this year?
This is the beginning of our international promotion season. We are participating in ANATO, and we have planned to participate in events such as WTM Latin America in Brazil, ILTM in May in Brazil and FIT in Argentina in September. This last event is particularly important for us because Argentina is a loyal market with which we have strategic allies and tour operators for many years. With them, we will carry out actions prior to FIT to further position Costa Rica in that market. We are also working with a communications and marketing agency to promote Costa Rica in a comprehensive manner in all these countries.
What new air connectivity measures are there to facilitate access to Costa Rica for Colombian tourists?
One of the latest innovations is the direct Gol flight from Sao Paulo, which connects very well with the Argentine market. We also have alliances with airlines such as Avianca, Copa, Latam and Garavelle, which strengthens connectivity and facilitates access for tourists to Costa Rica. With more flights, frequencies and schedules, tourists will have fewer difficulties in reaching our destination.
What is the Costa Rican Tourism Institute's goal for visitor arrivals this year?
Our National Tourism Plan aims to reach 2.9 million visitors by 2027. Last year we achieved a visit of 2.6 million tourists, so we hope to increase by about 100,000 more tourists this year. While the number of tourists is important, our main focus is on the quality of visitors. We know that our destination requires protection, and that is why we prioritize the care of nature and biodiversity. We believe that we are on the right path to achieve long-term sustainability in tourism.