As part of this endeavour, the organisation has this year launched the Pura Vida Pledge initiative.

“Pura Vida Pledge is a concept to educate both trade and consumers on the positive results that responsible tourism creates and what actions they can take to help make responsible tourism the norm, because we know that if we all do the minimum it will have the biggest impact,” said Zeeshan Rashid, UK sales and marketing manager for Costa Rica.

“Costa Rica is a country committed to the environment and sustainable development – it’s in its DNA,” added Angelica Herra Cruz, executive of public relations in Europe for the Costa Rica Tourism Board.

The initiative is based on five pillars – its Certificate of Tourism Sustainability, carbon offsetting, volunteering, respecting the environment and quality assurance – and involves a wide range of tourism partners including Journey Latin America and Classic Collection.

“For us, the mission to promote sustainable travel is not a marketing gimmick, it’s a part of who we are,” said Rashid.

The remaining six reasons to visit Costa Rica promoted were biodiversity, its uniqueness and variety, its national park adventures, its peaceful nature and educated community, and its year-round appeal.

Due to the direct British Airways flight launched in 2016 UK arrivals in Costa Rica have grown by more than 17% in the past five years, but as a result of the Covid-19 pandemic the route has been put on pause.

Travellers from the UK can fly via Germany, Spain and France until the service is reinstated, with current regulations for entering Costa Rica during the pandemic including completing a digital Health Pass form 48 hours before travel and purchasing travel insurance.