Costa Rica is stepping up efforts to attract more European visitors, particularly from the United Kingdom, through its participation in the World Travel Market (WTM) in London, one of the world's leading tourism trade shows.

The event is being held this week at the ExCeL London Convention and Exhibition Centre in the United Kingdom. This year marks the show's 46th anniversary as an international platform for promoting travel destinations and building business connections across the tourism industry.

According to the Tourism Institute (ICT), the event is one of the world's most important tourism trade shows and the final major industry fair of the year. It provides an opportunity for Costa Rica to encourage more European travelers to choose the country as a vacation destination, helping generate social progress in local communities, tourism authorities said.

Costa Rica is presenting a 250-square-meter exhibition booth featuring representatives from 45 Costa Rican companies, including car rental agencies, tour operators, hotels and adventure tourism providers.

"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.

According to ICT statistics, more than 36,000 tourists arrived in Costa Rica by air from the United Kingdom through June, making the country its third-largest European source market for visitors. During the same period, more than 1.6 million international travelers arrived in Costa Rica by air from all countries.

Costa Rica's participation in WTM London follows its recent international tourism promotion campaigns. Most recently, the country promoted its well-known "Pura Vida" motto in Mexico as part of efforts to attract additional visitors.

In related developments, Lufthansa has expanded its nonstop service to Costa Rica, offering five weekly flights between Frankfurt, Germany, and Juan Santamaría International Airport (SJO) in Alajuela.

Costa Rica generated more than $3 billion in tourism revenue during the first half of 2026, according to the Center for Tourism Studies.

In a related development, Costa Rica launched a $13 million modernization project at La Managua Local Airport in Quepos Canton, Puntarenas Province. The project aims to improve airport infrastructure, operational safety and air connectivity along the country’s Central Pacific Coast.

The ICT is the government agency responsible for promoting Costa Rica as a tourism destination and supporting the country's tourism industry.

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