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In conversation with: Forbes 30 under 30 and Thirst Project CEO, Seth Maxwell

A young man named Seth posing in front of a blackboard.

At the end of April and in recognition of Earth Month, The Travel Project teamed up with Seth Maxwell, CEO and founder of The Thirst Project, and a Forbes 30 under 30 social entrepreneur, to discover how Costa Rica, a destination smaller than Lake Michigan and yet the most sustainable country in the world, is leveraging tourism to further its sustainability journey. Here’s what he had to say…

What did you know of Costa Rica before travelling there?

Honestly, I really didn’t know very much about Costa Rica at all before I traveled there! All that I knew was that it was was a beautiful, tropical country with beaches and forests, but I really didn’t know much.

What struck you the most about the country?

Without question, the stunning natural beauty of the country combined with the people’s extreme commitment to preserving it is what struck me most. Anyone who visits can’t help but be overwhelmed by how beautiful the nature and wildlife of the country is. That’s obvious. Whether the sunkissed beaches or the thriving cloud forests, the nature is rich and lush and pristine. Lots of places in the world have beautiful nature and wildlife.  

I’ve never experienced anything like it. The commitment to preserving the natural world isn’t just something that looks good on paper; it’s lived out by everyone in the country.

Costa rica fog sustainable living

How is the country’s tourist trade geared towards sustainability?

Much of the sights and activities and tours that the country offers center around nature. This strategy takes travelers out of hotels and into natural environments where they get to come face-to-face with the animals and spaces the country works so hard to sustain and protect.

How did it feel to travel in a country where everything is about respecting and protecting the environment?

It was SO great! Everyone’s approach to sustainability was positive and enthusiastic. Because it was so sincere and authentic, being asked to JOIN the people in doing our part never felt like a chore, but rather felt like we were part of something bigger than ourselves- something that felt great.

Costa rica bridge sustainable living

How does this compare to America?

Almost always, in America, we choose convenience over sustainability or preservation. Rather than keep the air conditioner off while we are away and wait five minutes for our room to cool down when we return, we opt to keep the air running all the time. Etc.

Do you think the sustainability practices in place in Costa Rica could be replicated in other countries?

Absolutely! As with anything, the hardest part is simply starting.

Costa Rica has proven it is not just good for the world, but good for their people.


Costa rica school sustainable living

Costa Ricans are regularly cited as some of the happiest people in the world. Do you think their relationship to and treatment of the natural world contributes to this?

Definitely. It’s no revelation that people who spend more time outside score happier than those who don’t by virtually every psychological measure we have.

How does Costa Rica use tourism to further its sustainability efforts?

Costa Rica centers much of their tours, sights and activities around the natural world, wildlife and activities that bring people out into nature, building a relationship between travelers and the world that Costa Rica strives to protect.

Biggest thing you learnt on the trip?

I learned that in just a few short decades, Costa Rica has made immense progress towards integrating green, sustainability efforts and carbon neutrality into almost every aspect of life, AND, not only have these efforts worked, but the people have benefitted economically, psychologically and in virtually every measurable way possible.

Costa Rica in 3 words…

Nature is life!

bird sustainable living

Seth Maxwell travelled on Contiki’s Canopies & Cabanas in partnership with The Travel Project. If you would like to be a part of The Travel Project and be in with a chance of earning travel with Contiki, head here.