Costa Rica, a beacon of eco-tourism and adventure travel, constantly adapts to the ebbs and flows of the global market to maintain its competitive edge. Minister of Tourism, William Rodríguez, recently shared insights into the country’s strategy, emphasizing quality, value, and sustainability as key pillars for continued success.
Navigating Tourist Arrivals: A Multifaceted Approach
While tourism numbers can fluctuate, Costa Rica is proactively addressing potential dips and reinforcing its position as a top destination. In the first half of 2024, the country saw a significant increase in international arrivals by air, with over 1.5 million tourists visiting between January and June. This surge was attributed to the expansion of air routes and the addition of airlines like Brazil’s GOL, coupled with targeted promotional campaigns in key markets. However, the latter half of 2024 and early 2025 indicated a slight decrease, prompting a strategic re-evaluation.
Addressing Fluctuations in Tourist Numbers
According to Minister Rodríguez, this minor decrease is likely due to multifaceted global factors, particularly the economic climate in the United States, which accounts for a substantial portion of Costa Rica’s tourism. To counteract these fluctuations and ensure sustained growth, the Costa Rican Tourism Board (ICT) is focusing on several key initiatives:
- Increased Investment in Key Markets: Doubling investment in marketing and promotion in the United States, Canada, and Europe.
- Strategic Planning: Implementing a short-, medium-, and long-term strategy to attract both immediate and future travelers. This includes targeting potential tourists who are still undecided on their travel destinations.
- Route Expansion: Continuing to negotiate with airlines to open new routes and increase connectivity.
Expanding Air Routes and Connectivity
Costa Rica recognizes the importance of accessibility in attracting international visitors. To that end, the country has been actively working to expand its network of air routes. Thirteen new routes have recently opened from Canada, Mexico, the United States, France, and the Netherlands, providing more options for travelers from these regions.
Future Plans for Air Route Development
Looking ahead, the goal is to establish a new route from Monterrey, Mexico, further strengthening ties with the North American market. Negotiations are also underway with three European airlines, though finalizing these agreements within the current year is unlikely. The focus on air connectivity underscores Costa Rica’s commitment to making it easier than ever for tourists to experience the country’s natural beauty.
Prioritizing Tourism Sector Needs
As Costa Rica approaches new presidential elections, Minister Rodríguez is dedicated to leaving a lasting positive impact on the tourism sector. Over the past several months, the ICT has engaged with various tourism chambers and organizations to identify their most pressing needs and explore opportunities for improvement. These collaborations aim to ensure that the tourism sector continues to thrive under future administrations.
Addressing Industry Concerns
Through these discussions, the ICT has gathered valuable insights into the challenges and opportunities facing the tourism industry. While some factors, such as exchange rates, are beyond the ICT’s direct control, the organization is committed to addressing other critical issues, such as infrastructure development. This includes:
- Promoting the completion of vital road and bridge projects.
- Investing in infrastructure improvements within national parks.
- Enhancing security measures to ensure the safety of tourists.
Key Pillars for Success: Quality, Product Improvement, and Destination Empowerment
Minister Rodríguez wants his legacy to be defined by a focus on the **quality** and **value** of the tourism product, rather than just the sheer number of visitors. He emphasizes the importance of attracting tourists who stay longer and spend more, contributing more significantly to the local economy. His strategic approach rests on three fundamental pillars:
The Three Pillars
- Continuous Improvement of Strategies: Refining existing strategies for attracting investment, securing new airlines, and developing new routes.
- Enhancing the Tourism Product: Investing in infrastructure projects in national parks, improving security, and upgrading docks, ports, and airports.
- Empowering Tourist Destinations: Implementing a “Tourist Destination Management” program to empower local populations, municipalities, regional chambers, and law enforcement to take ownership of their destinations and compete effectively.
Boosting SMEs and Employment in Tourism
Small and medium-sized enterprises (SMEs) play a crucial role in Costa Rica’s tourism sector, driving employment and contributing significantly to the economy. According to the National Institute of Statistics and Censuses (INEC), the tourism sector currently employs approximately 183,000 people directly and 557,000 people directly and indirectly. This highlights the sector’s importance as a job creator and economic driver.
Supporting SMEs Through Financial Aid
Recognizing the challenges posed by the pandemic, the ICT has developed initiatives, special financing programs, and support from the development banking system to assist SMEs in their recovery. These financial aid processes are designed to provide much-needed assistance to small and medium-sized enterprises as they navigate the ongoing impacts of the pandemic.
Addressing Challenges in Tourism Management
While Costa Rica has made significant strides in developing its tourism sector, challenges remain. One of the most significant is infrastructure, particularly the backlog of projects that should have been completed long ago. Minister Rodríguez emphasizes the need for short-term plans to improve infrastructure, especially roads leading to popular tourist destinations like the Caribbean and Guanacaste regions.
Ongoing Infrastructure Projects
Despite these challenges, progress is being made on several fronts. Ongoing projects include:
- Expanding the capacity of Juan Santamaría International Airport.
- Expanding the ramp and adding four more positions at Daniel Oduber Quirós International Airport in Guanacaste.
- Expanding Route 21 in Guanacaste from Liberia to Guardia.
- Coordinating with the Ministry of Public Works and Transportation to repair approximately 45 bridges leading to tourist destinations.
Commitment to Biodiversity and Conservation
While the Ministry of Environment and Energy holds primary responsibility for biodiversity conservation, the ICT recognizes the importance of preserving Costa Rica’s natural resources, which are the foundation of its tourism industry. A portion of tourism investment is directed toward national parks and other areas related to nature conservation and preservation. Soon a new visitor center for Tenorio National Park will be inaugurated. Additionally, projects are underway at the Guayabo National Monument in Turrialba, ensuring that these sites are well-maintained and accessible to visitors.
Looking Ahead: National and International Initiatives
The ICT is also focused on promoting gastronomy as a tourist attraction through a nationwide program, in conjunction with television channels. Internationally, the Ministry has carried out targeted promotional activities in Toronto, Montreal, and other Canadian cities to maintain Costa Rica’s appeal as a tourist destination. They have also developed a specific campaign in Colombia, one of the main markets in South America, and are participating in adventure fairs in the United States and Argentina.
International Trade Fairs
Costa Rica actively participates in numerous international trade fairs, including ANATO in Colombia, WTM Latin America in Brazil, and various adventure-themed fairs in North America and Europe. These events provide valuable opportunities to promote Costa Rica as a top travel destination and connect with potential tourists from around the world.
Focusing on Wellness Tourism
While Costa Rica is not currently focused on promoting invasive medical tourism, such as cosmetic surgery, it is actively promoting wellness tourism. This includes activities related to the health of the body and soul, but which are not invasive, such as yoga retreats, spa treatments, and nature-based therapies.
Costa Rica: More Than Just a Destination
Minister Rodríguez emphasizes that Costa Rica is more than just a tourist destination; it is an asset that visitors can use to rebuild their lives and reconnect with the world. He believes that coming to Costa Rica is not just about seeing something, but rather about improving one’s individual condition, which will serve them not only at that moment but for much longer in their lives.
Ready to experience the pura vida lifestyle for yourself? Discover the magic of Costa Rica and start planning your adventure today! Whether you’re seeking thrilling outdoor activities, serene wellness experiences, or simply a chance to reconnect with nature, Costa Rica has something for everyone.
