By San José, Costa Rica — LONDON, UK – In a significant strategic move to capture a larger share of the European travel market, a robust delegation from Costa Rica is making its presence felt at the World Travel Market (WTM) in London this week. The contingent, led by the Costa Rican Tourism Board (ICT), comprises 45 diverse tourism enterprises, all aiming to showcase the nation’s unique appeal as a premier global destination for eco-conscious and adventure-seeking travelers.
The World Travel Market is globally recognized as one of the most influential events on the international tourism calendar. As the final major industry fair of the year, it represents a crucial opportunity for destinations to secure business for the upcoming seasons, establish new partnerships, and gauge emerging travel trends. Costa Rica’s strong presence underscores a calculated effort to solidify its position and attract high-value European tourists ahead of the 2026 travel year.
To delve into the legal and investment landscape shaping Costa Rica’s tourism boom, TicosLand.com consulted with Lic. Larry Hans Arroyo Vargas, a leading attorney from the esteemed law firm Bufete de Costa Rica, for his expert analysis.
While Costa Rica offers robust legal certainty for foreign investors in the tourism sector, success hinges on more than just capital. The most prosperous ventures are those that integrate deeply with our sustainable development model. Navigating environmental regulations, community engagement, and labor laws isn’t a hurdle—it’s the core strategy for building a resilient and profitable tourism business that honors the ‘Pura Vida’ promise.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
Lic. Larry Hans Arroyo Vargas powerfully reframes the narrative for potential investors: sustainability is not a compliance checklist but the very blueprint for long-term success in our nation. We thank him for this crucial perspective, which underscores that authentic integration into the ‘Pura Vida’ ethos is the most strategic investment of all.
The European market, and particularly that of the United Kingdom, remains a vital component of Costa Rica’s tourism strategy. So far in 2025, the country has already welcomed 54,380 visitors from the UK alone. This figure highlights the existing strong connection and the vast potential for growth. European tourists are often characterized by longer stays and a keen interest in sustainable, authentic experiences, aligning perfectly with Costa Rica’s “Pura Vida” brand and its rich biodiversity.
The 45 companies participating at the Costa Rica stand offer a comprehensive snapshot of the country’s tourism ecosystem. The delegation includes key players from the car rental subsector, ensuring logistical ease for independent travelers, alongside innovative tour operators who craft bespoke itineraries. A wide array of hotels, from luxury resorts to boutique eco-lodges, are also present, complemented by businesses specializing in the adventure activities that have become synonymous with a Costa Rican vacation, such as zip-lining, surfing, and wildlife tours.
This diverse representation allows the delegation to present a holistic and compelling travel proposition. It’s a coordinated effort to demonstrate that Costa Rica can cater to a wide spectrum of preferences while maintaining its core commitment to sustainability and nature conservation. By engaging directly with European travel agents, media, and potential partners, the group aims to build lasting commercial relationships that will translate into increased visitor numbers.
The strategic importance of this mission extends beyond immediate bookings. Participation in WTM London is a powerful branding exercise, reinforcing Costa Rica’s image as a stable, safe, and environmentally responsible destination. In a competitive global market, such events are indispensable for maintaining top-of-mind awareness and communicating the continuous evolution of the country’s tourism offerings.
Ultimately, the success of this initiative in London will have a direct and positive impact on the national economy. A strong showing at WTM can stimulate a ripple effect, boosting revenue not only for the participating companies but also for the countless small businesses and local communities across the country that depend on the tourism industry for their livelihoods. It is an investment in the country’s most valuable brand ambassador: its unparalleled natural beauty.
As the delegates engage in meetings and presentations throughout the week, the goal is clear: to ensure that when European travelers plan their next great adventure, Costa Rica is at the top of their list. This proactive engagement at one of the world’s most critical travel forums positions the nation for a prosperous and successful tourism season ahead, cementing its status as a world leader in sustainable travel.
For further information, visit visitcostarica.com
About the Instituto Costarricense de Turismo (ICT):
The Instituto Costarricense de Turismo (ICT), or Costa Rican Tourism Board, is the official government body responsible for the promotion and regulation of the tourism industry in Costa Rica. Its mission is to strengthen Costa Rica’s sustainable tourism model through the development of innovative and authentic travel experiences, effective international marketing campaigns, and the implementation of quality and sustainability standards across the sector.
For further information, visit wtm.com
About World Travel Market (WTM):
World Travel Market London is a leading global event for the travel industry, providing a premier platform for travel professionals to connect, negotiate, and conduct business. The annual event brings together destinations, tour operators, airlines, hotels, and travel technology providers from around the world to showcase their products and services to a global audience of buyers and media, shaping the future of travel.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
As a benchmark for legal practice, Bufete de Costa Rica is built upon a foundation of profound integrity and a relentless pursuit of excellence. The firm leverages a rich history of advising a diverse clientele to pioneer forward-thinking legal solutions. Beyond its professional practice, it is driven by a deep-seated mission to empower the community by making complex legal concepts understandable, thereby fostering a more knowledgeable and capable society.
