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Government promotes tourism in Switzerland |
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 By the A.M. Costa Rica staff
The Costa Rican Tourism Institute is promoting Costa Rica at the FESPO, Tourism and Travel Fair in Switzerland* for the third year in a row. On this occasion, 10 companies from the Costa Rican private sector, such as hotels, tour operators and car rental companies are exhibiting in a space of 100 square meters, said the Institute. According to the institute the Costa Rican stand is decorated with native plants and contains large screens showing aerial photos of tourist attractions and typical Costa Rican dancing. People can also enjoy tasting the coffee and other edible delights from the country. Alberto López, general manager of the Institute, said that the strategy of attending international fairs contributes to the positive positioning of Costa Rica in the main markets of interest. “During 2019 we plan to participate in approximately 21 public fairs, tourism meetings, meetings with tourism professionals, and others." Lopez said that participation in international fairs is a strategic action for the face-to-face approach with the final consumer, but that it is also a unique space for negotiation with participating companies, as well as for the development of meetings with wholesalers, airlines and attention from the international press. According to the institute the number of tourists coming from Switzerland has increased significantly due to a series of strategic actions, among which are the direct connection flights to Zurich with Edelweiss airline, special public relations projects, the attention to Costa Rica in by press and agents from Switzerland and the participation of two previous editions of FESPO. "The Swiss market is the sixth largest source of tourists from Europe to Costa Rica, with 29,000 arrivals of Swiss tourists last year, which translates into growth of 13.7 percent in 2018 compared to 2017. In 2018 480,000 tourists from Europe were reported," said on its statement. According to the institute, 58 percent of the tourists coming from Switzerland are under 35 years old. They register an average stay of 17 days, and spend an average of $184 per day. Among the favorite activities are the beach (86 percent), observing flora and fauna (80 percent), visits to volcanoes (68 percent) and hiking along trails (66 percent). The institute did not give information on the amount that it spent on participating in this fair. As A.M. Costa Rica reported, Tourism to Costa Rica also involved the institute’s recent completion of an advertising campaign in Spain with Iberia airlines. On January 24, during the International Fair of Tourism Fitur in Madrid, Spain, the Minister of Tourism, Maria Amalia Revelo, and the President of Iberia airlines, Luis Gallego, signed an agreement for advertising about Costa Rica. Minister Revelo said the agreement with the Spanish airline "marks the path of greater efforts to consolidate and strengthen [tourism to Costa Rica] in the Spanish and European markets." Luis Gallego, president of Iberia, said that flights between Spain and Costa Rica have been on-going for forty years. "We have been flying to Costa Rica for more than 40 years, promoting the country as a tourist destination throughout Europe, and we are delighted to renew our commitment to Costa Rica." The advertising campaign includes ads in the airline magazine Round Iberia, on the airline's social networks, and on the website www.iberia.com," said the minister, but he did not provide the cost on the advertising campaign on Iberia airlines. |
 Costa Rican Tourism Institute courtesy photo Costa Rican stand is decorated with native plants and contains large screens showing aerial photos of tourist attractions. The Tourism Ministry also reported that Institute is in the process of developing a three year advertising campaign for Iberia airlines. However, the price of that campaign has not yet been defined. On January 18th, the Institute began a three-week advertising campaign to promote tourism from Spain. The Blueroom agency in Spain developed the 90,000 euro ($102,300) campaign. This campaign was called "Yo estoy pura vida. Y tu cuando vienes?” or "I am the pure life. And when are you coming?" The institute said that this campaign displayed an image of a surfer in the middle of the sea on a poster in an area of 450 square meters in front of the Plaza de Cuzco* in the central Paseo de la Castellana in Madrid*. "The ad invites the Spanish citizens to escape from the winter and low temperatures and to know the tourism attractions of our country," said the institute statement. The institute also published some posters in the Atocha train station where there are images and videos of nature, fauna, adventure activities, waterfalls and beaches to attract Spanish tourists. The promotional video and interactive digital screens were reproduced more than 1,000 times a day in that station, the institute said. In addition, the electric ramps for accessing the high-speed train of the Madrid-Barcelona were decorated with designs and colors, inspired by the typical Sarchí oxen carts. According to Ireth Rodríguez, head of promotion of the institute, "For the first time in history, a Costa Rican campaign was being carried out on large-format outdoor media in the Spanish market, a medium that allows us to reach far and in high traffic strategic points like the Paseo de la Castellana and the Atocha Station.” The institute said that Spanish tourists who visit Costa Rica stay an average of 13 nights and spend about $198 per day. Among the activities that most tourists enjoy: 89 percent come to observe flora and fauna, 87 percent come to the beach, 73 percent come to see volcanoes and 63 percent come to hike along trails. According to the institute, last year 69,000 Spanish tourists arrived in Costa Rica, which makes the country the fourth most important market of tourists from Europe. ---- What should do the government do to attract more tourists? We would like to know your thoughts on this story. Send your comments to: news@amcostarica.com *Reach the place on google maps. |
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