Ireth Rodríguez: "FITUR is a strategic window for consolidating Costa Rica's image in Spain"

What does the tourism sector contribute to the economic and social development of Costa Rica?

Tourism is one of the main drivers of Costa Rica's economy, but it goes beyond economic income. Within our model, it is essential that this industry actively contributes to the well-being and development of society. Tourism generates significant foreign exchange revenue and thousands of direct and indirect jobs, especially in rural and coastal areas, while boosting other sectors such as agriculture, gastronomy and handicrafts through productive linkages.

In Costa Rica we have been the first to apply the Social Progress Index (SPI) to tourism, thus measuring its real impact on society. In the latest survey, the results of which were made public in December 2024, 89.2% of the population considers tourism to be beneficial, as it generates employment, boosts services and strengthens the social fabric. In 2024, 15 of Costa Rica's 33 tourism destinations improved their SPI score by more than one point, reflecting tangible and resilient development in the aftermath of the pandemic. 

What are the objectives of the Integrated Tourist Destination Management Programme in Costa Rica?

The Integrated Tourist Destination Management Programme aims to strengthen local tourism planning and management in coordination with communities, local governments, the private sector, as well as other key stakeholders. We do this through a decentralised approach that empowers local governments and tourism bodies to develop their own sustainable model, adapted to their reality, capacities and tourism vocation, but providing them with the necessary tools to get there.

Among these objectives, the aim is for each tourist destination to promote participatory governance in which it assumes an active role in decision-making and in the execution of the strategy, which in turn allows it to improve competitiveness and sustainability at local level, generating well-being and economic and social development, without forgetting, of course, environmental conservation. We also want to strengthen the technical and institutional capacities of local actors to lead their processes, providing them with tools that allow them to promote resilient tourism that adapts to climate change and global challenges, making tourism a source of real and tangible social progress. 

In this context, what actions are planned to promote sustainable, innovative and inclusive tourism?

Costa Rica is a world reference and forerunner in sustainable, innovative and inclusive tourism, and sustainability is a state policy. In fact, these are the three pillars on which we have been developing our tourism model, and the axis of our National Tourism Plan 2022-2027. These three words are present in everything we do and in our decision-making, from adopting practices that promote the efficient use of tourism resources, in harmony with the environment and for the benefit of travellers, businesses and the population, to improving the supply of experiences that generate greater added value, through a wide range of actions and projects that generate economic and social well-being for our country.

Our goal is to keep tourism as the main driver of the Costa Rican economy, but we cannot stop at numbers and measure ourselves by economic success. One example is the aforementioned Social Progress Index to analyse the level of the local population’s well-being, being the indicator to measure sustainable management in destinations. 

This commitment is reflected in our membership of the Global Sustainable Tourism Council (GSTC), which enables us to align our programmes with international standards. We also chair the UNWTO Committee on Tourism and Sustainability, where we drive key actions to accelerate climate action from the One Planet programmes, as signatories of the Glasgow Declaration and the Plastics Initiative. And we hold the Certification for Sustainable Tourism (CST), a tool that translates our values into concrete practices for companies in the industry, and which is internationally recognised.

Along similar lines, tourism infrastructure projects are being developed, such as improvements to the Tenorio Volcano National Park and a tourist pier at La Pavona, among other actions. These initiatives reflect the strategic collaboration between the ICT and MINAE to promote tourism products based on the conservation of natural heritage, an alliance that is also manifested in international spaces such as the UNOC and the COPs, and in national actions such as forest restoration through Fonafifo. We are also continuing to work on new tools to drive adaptation measures in the private sector, with CST for Venues, and the "Futurismo" publication, which is expected to be published in September. 

How has tourism between Costa Rica and Europe, and specifically between Costa Rica and Spain, evolved? 

Spain is one of Costa Rica's main markets and our interest in its development lies in the robustness of its industry and, above all, in the characteristics and consumer behaviour of the Spanish traveller. We see in the Spaniard a conscious, responsible traveller who connects with all that Costa Rica has to offer and teach: affinity with the sustainable model, interest in living authentic and transformative experiences, interest in wellness or gastronomy...

While we continue working to increase air capacity, we currently have one daily flight with Iberia and up to three weekly flights with Iberojet, both direct from Madrid, which positively influences the decision of Spaniards to travel to Costa Rica, as they value the comfort and efficiency of transport.

In recent years, we have seen a steady evolution in this flow, with a sustained growth in Spanish tourist arrivals and a clear trend towards longer stays and more personalised trips. We have visitors who are not only repeat visitors, but who seek out new, lesser-known regions, thus spreading their impact more evenly across the country. 

What does your participation in FITUR bring to the Costa Rican tourism industry?

For us, FITUR represents a strategic window that helps us to consolidate Costa Rica's image in Spain as an authentic, sustainable and, above all, transformative destination. It is undoubtedly a meeting point to strengthen institutional and commercial relations, supporting the promotional work we do throughout the year, and which serves to guide our strategy for the coming years. In the last edition, we held key meetings with various tourism stakeholders, as well as brands, partners and media, which today translate into real, high-impact projects. FITUR is an ideal showcase for presenting the destination's innovations, highlighting differentiated tourism products, which allows the destination to be discovered at the same time as boosting economic reactivation in lesser-known areas, attracting travellers committed to responsible tourism. 

Can you give us a preview of some of the projects you will be presenting at FITUR 2026?

It is still too early to officially announce the details, although we do plan to present a series of proposals at FITUR 2026 that will consolidate our evolution as a strategic and sustainable tourist destination, reinforcing our commitment to authenticity, inclusion, culture and Costa Rican tradition.

In addition, as we have done in past editions, we will continue to promote this space as a key platform for networking and business opportunities both for the promotion of Costa Rica as a destination and for the partners who accompany us, ensuring an environment that fosters professional contact and joint growth.

How would you invite travellers to visit Costa Rica?

Costa Rica is much more than a destination. It is a valuable, hospitable and conscientious society, which honours nature and people. We live in under the concept of "Pura Vida" (which literally translates as ‘Pure Life’ but embodies a relaxed, optimistic, and nature-focused lifestyle) and offer those who visit us something unique: a profound transformation, a journey of purpose and a lasting emotional legacy. I invite you to discover the Pura Vida of Costa Rica!