Published on Thursday, November 13, 2025
By the A.M. Costa Rica staff

Costa Rica is working to draw more visitors from Europe, particularly the United Kingdom, through its participation in the World Travel Market (WTM) trade show held at the ExCeL London Convention and Exhibition Centre in the U.K.


According to the Tourism Institute (ICT), WTM London is one of the world’s leading tourism events. This year marks the show’s 45th anniversary as a platform for promoting destinations and fostering business networking.


Costa Rica is featuring a 276-square-meter booth where representatives from 45 Costa Rican companies (including car rental agencies, tour operators, hotels and adventure tourism providers) are taking part in the event.


Visitors to the Costa Rica booth learned more about the country while tasting coffee prepared by barista Gabriel Abarca of the Costa Rican Coffee Institute (ICAFE), who is also demonstrating various brewing methods.


“Staying true to the spirit of Pura Vida and the idea of reconnecting with life’s essentials, the booth also features a relaxation area decorated with elements inspired by Costa Rica’s natural environment, highlighting the wellness tourism experiences available in the country,” the institute said in a statement.


Tourism Minister William Rodríguez said WTM is one of the most important trade shows in the world and the final major tourism fair of the year, offering “an opportunity for Costa Rica to motivate European travelers to choose our country as their vacation destination, helping us continue bringing social progress to our communities.”

According to the institute’s statistics, more than 54,000 tourists arrived in Costa Rica by air from the United Kingdom through September, making it the country’s third-largest source of European visitors. During the same period, more than 2.2 million travelers arrived in Costa Rica by air overall.

Costa Rica’s participation in the WTM London followed its recent appearance at the ABAV International Tourism Expo, one of South America’s leading travel industry events, held at Arena BRB Mané Garrincha in Brasília, Brazil.

In 2024, the country welcomed over 2.6 million international air arrivals, a 7% increase from the previous year.

The sector also generated more than $5.4 billion in foreign exchange earnings in 2024.

The ICT is the government agency in charge of promoting the country’s tourism industry.

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What additional strategies could Costa Rica pursue to attract even more visitors? We would like to know your thoughts on this story. Send your comments to news@amcostarica.com