• Campaign to lure new airlines
• Improving strategies for the United States and Canada
• Encouraging national tourism
With the launch of the new Strategic Marketing Plan, the Costa Rican Tourism Board is making a commitment to enter new markets, strengthening the traditional ones as well as offering better options to Costa Ricans so they can visit vacation areas within the country.
The announcement was made this morning by the Tourism Minister, Carlos Ricardo Benavides, along with the Assistant Marketing Manager for ICT, María Amalia Revelo.
The two emphasized the efforts made to encourage the promotion and marketing of the country with a budget of $14 million this year.
With this new plan, we hope to continue
promoting our country as a sustainable and unique vacation destination, to make strides in attracting more visitors, to reduce the seasonal nature of tourism, especially during the low season, and to strengthen national tourism, among other plans of action, said Benavides.
The heads of this initiative added that they plan to move ahead with a vigorous policy to lure new airline companies as well as new visitors coming from other markets, especially Europe, Asia, and Latin America. With respect to the North American market, continued efforts will be made to improve strategies regarding the Costa Rican tourist product through innovative marketing tools, media campaigns, public relations, and strengthening ties with wholesalers, among other efforts.
Some of the tools that will be implemented will be made available on ICT’s website, in order to address visitor’s needs and to make information more readily available to the tourist sector as well as to promote online campaigns making the country more accessible on the primary search engines.
Also, efforts will be made to maintain the country’s exposure during important international festivals in Europe, Latin America, the United States and Canada.
Also, new ways to improve access to the end-customer will be addressed with respect to the work sector by working with businesses dedicated to tourism, giving priority to those that adhere to the framework of sustainability outlined in the Sustainable Tourism Certification (CST).
With respect to the national market, the plan is to provide more information regarding vacation spots for Costa Ricans. The renewed efforts of the “Todo a un Brinco” (“All Together”) campaign supports rural tourism, developing new products and tourist routes, as well as the promotion of low-cost family and labor union vacation programs, which is being done in conjunction with the private sector.
