TUI Spain and the Costa Rican Tourism Institute (ICT) have formalized a new agreement to deepen their strategic collaboration, in a context of change in the profile of the Spanish traveler choosing Costa Rica as a destination.
According to both organizations detailed in a joint statement, this alliance is aimed at responding to the growing demand for customized itineraries, thematic proposals, and the incorporation of less common destinations within traditional tourist packages.
The shared work plan includes the development of specific promotional campaigns, communication actions directed at the final consumer, and training programs focused on the professional sales channel.
Among the planned measures are training days for travel agencies in different cities in Spain, as well as familiarization trips to the Central American country, with the aim of expanding and diversifying the way the destination is marketed.
The roadmap proposes to complement the classic circuits, which usually cover enclaves such as Tortuguero, Arenal, or Monteverde, with proposals that integrate areas of lower tourist influx, such as Boca Tapada, Caño Negro, Palo Verde, Bajos del Toro, or the Osa Peninsula.
With this territorial diversification, it is intended to attract traveler profiles interested in wildlife observation, interaction with local communities, and immersive experiences in natural environments.
In parallel, the operator has detected a notable increase in the demand for trips designed around specific motivations, such as birdwatching in San Gerardo de Dota, wellness tourism, or humpback whale watching in Marino Ballena National Park.
To adapt to these new preferences, the company has strengthened its proposals for small groups with a guide and alternatives under the fly & drive formula, among which stands out the new program "Secrets of Costa Rica."
The Product Director of TUI Spain, Portugal & Americas, Germán Hijón, has emphasized that the destination is transitioning from a more generalist offer to approaches with a greater experiential component. "This evolution also provides new tools to travel agents to design truly differentiated proposals," he explains.
The operation of the wholesaler in Costa Rica is based on its own receptive integrated into TUI Group, which is responsible for coordinating assistance at the destination and services during the trip, including the possibility of beach stays in the Guanacaste region. In this area, RIU hotels are among the most appreciated options by Spanish travelers to enjoy a few days of rest under the all-inclusive modality.