Big Five Launches New Commitment in Costa Rica to Combat Overtourism
Company launches new programs and aligns with WTTC’s Community Conscious Travel Campaign
Big Five Tours & Expeditions (Big Five), a distinguished member of the World Travel & Tourism Council (WTTC) is pleased to announce new Costa Rica Programs and its latest initiative in Costa Rica aimed at combating overtourism through the adoption of the WTTC’s Community Conscious Travel global campaign. With decades of experience in sustainable tourism, Big Five is renowned for its innovative approach to preserving cultural heritage and supporting local economies, and this new focus in Costa Rica builds on Big Five’s successes in Kenya, Colombia, Sri Lanka, Peru, and many other places.
Through its newly launched programs in Costa Rica, such as those featured in their signature “Pura Vida Family Touring” experience, Big Five is committed to promoting responsible tourism practices. These initiatives are designed not only to alleviate the pressures of overcrowding in popular tourist destinations but also to introduce travelers to the lesser-known, authentic charms of Costa Rica.
The WTTC’s Community Conscious Travel campaign serves as a guiding principle for Big Five’s efforts, emphasizing three pillars:
“I am always inspired by industry leaders who commit to preserving the cultural heritage of a country through responsible tourism,” said Ashish Sanghrajka, President of Big Five Tours & Expeditions. “I am so proud, as a regional WTTC member, to see the new Community Conscious Travel campaign started by someone I admire, Andrea Grisdale of IC Bellagio. Her initiative in Italy, combined with the WTTC global campaign, offers a roadmap to changing the narrative in Costa Rica. Fair Market prices are a must to allow livelihoods to not only be protected but to thrive through socially responsible tourism. Overtourism and commoditization only make the current challenging economy in Costa Rica worse. The indigenous communities in Costa Rica must have a seat at the table. Travel and tourism globally make up 1 in 10 jobs and, in some countries, 1 in 6. Those jobs must reach the communities who rightfully belong in the conversation, so tourism done right may protect their cultural heritage.”
Amid Costa Rica’s economic challenges exacerbated by fluctuating currencies and tourism-related job losses, initiatives like Big Five’s are pivotal in fostering sustainable tourism practices that benefit both travelers and locals alike.
Dreams do come true at the WTTC Global Summit
2023 has really been a milestone year for me personally. On November 3, in Kigali, Rwanda, during the global summit. I had the honor of speaking on a panel on emerging markets on the main stage with some prestigious company, and it was everything I hoped it would be. The World Travel Tourism Council, I will never forget being appointed and becoming a regional member, serving alongside some of the brightest minds in our industry.
15 years of striving and reaching for this appointment, taking advantage of every opportunity that presented itself to make this dream come true. I got to share ideas that inspired and listen to ideas that provoked thought where, the day before, the presidents of two African nations were giving their address on that very same stage; I was humbled by the opportunity to address tourism ministers from around the African continent and their delegation. It was a dream fulfilled.
On stage, I felt like I was speaking to the visionaries, the dreamers, and those who may feel marginalized to believe in themselves and remember that if you have the will to work harder than you ever thought you could or want something bad enough, your dreams are never too big.
Thank you to the World Travel & Tourism Council, the executive board, the vice chair, my fellow members, and mentors who guided me along the way, allowing me to breathe life into my dream.
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