The strategy implemented by the Costa Rica Tourism Board to promote the country for European tourists is paying off, according to data provided by the General Direction of Migration Costa Rica has received 8.4% more European tourists (through the airports) in the first semester of 2017 in comparison to the same period of 2016.
The Minister of Tourism, Mauricio Ventura, has explained on several occasions that the government’s goal was to diversify and not be so dependent on the American tourists.
“Historically we have depended on the United States as a natural market, and the efforts of attracting new airlines, market intelligence, promotion, publicity and public relations were all focused on this country; but the story has changed, because it is necessary that Costa Rica takes advantage of its image to reinforce its positioning in Europe as a market with huge potential”, explained Ventura.
The majority of European tourists coming in the country originate from France with a total of 35,759 (through airports only) followed by the United Kingdom with 33,249 and Germany 27,856.
The growth is directly related to the increase in the number of airlines(currently 8) and the frequency of direct flights from Europe to Costa Rica.
The Costa Rica Tourism Board has taken steps towards ensuring a continuous growth of this market by opening a PR agency in each of the four main European markets (France, Spain, Germany and United Kingdom), having presence in international tourism fairs and creating marketing strategies directed to this market.
By Laura Alvarado