In an exclusive interview with ITB Berlin News, Costa Rica’s Minister of Tourism, William Rodríguez López, outlines the destination’s emphasis on experiences
Beyond its spectacular natural sites, Costa Rica wants to attract visitors because of that special something “you can’t explain, you have to experience”
Costa Rica is emphasising experiences over attractions. How does this philosophy set the country apart for visitors seeking something unique?
Yes, we try not to emphasise attractions, but instead focus on experiences. That’s what sets us apart, because people are not travelling just to see the beauty of Costa Rica and all of its remarkable nature sites. They want to interact with its people and with those attractions. So, what we are doing currently is developing new products in Costa Rica for wellness and astrotourism, and other products if we know there is a market for them.
Costa Rica is increasingly focusing on gastronomy tourism. How are culinary identity and sustainability playing a role in this?
In a small country like ours, gastronomy is an important decision for travellers who want to do different things and it’s not only about tasting the food. What we are doing with some operators is getting visitors involved in preparing food and then they can taste it. It is also important to mention that Costa Rica is rescuing ingredients from our ancestors, from the indigenous territories, so we are bringing that knowledge forward as well.
How is the local population an important part of visiting Costa Rica?
When we did research, 92% of the visitors we talked to at the end of their stay said the most important attraction for them was the people. I think that is very important because we have lovely natural attractions, but our people make the difference. Another important aspect is social progress. In a survey we asked people if tourism was helping them and 98% considered that tourism is a strength for their communities to progress and gain a better standard of living.
What is your strategy for attracting European visitors?
The strategy we have for the European market is basically encouraging them to take a break in Costa Rica and experience a transformational journey. Costa Ricans live at a slower pace and our “pura vida” way of life is not something you can explain, you have to experience it. That’s the new strategy we are trying to promote in European markets. What we are trying to do is not only increase the number of visitors from Europe, but the quality of the experience that they have in Costa Rica. And this experience-based tourism also helps to attract visitors year-round, not just in the high season.
What new air routes or partnerships are you working on developing especially to attract more travellers from Europe?
We are working on the Scandinavian countries, and another destination we would like to have a non-stop flight from is Italy. We would love to have some more options, for instance, a flight from the UK, especially from Heathrow, rather than Gatwick, which is the gateway for British Airways.
Costa Rica and UN Tourism committed to sustainability
Last year, Costa Rica, a pioneering destination for sustainable tourism, secured the presidency of the Tourism and Sustainability Committee of the United Nations World Tourism Organization (UN Tourism). For Mr Rodríguez López, one of the main priorities during Costa Rica’s four-year tenure is to officially change “climate change” to “climate emergency”. “The term ‘climate change’ does not reflect the reality of the situation – “climate emergency” is more accurate. It is an emergency already and we cannot wait any longer to make the decisions necessary to change that.”
