The article "Back to Basics: The Future of Tourism in Costa Rica" is a publication by Hans Pfister, president of CANAECO. In this official communication, Hans shares his perspective and recommendations on how Costa Rica can maintain and strengthen the foundations of its tourism success, emphasizing the importance of sustainability, security, and social well-being. Hans's vision, based on his extensive experience in the industry, provides valuable guidance for the continued development of tourism in the country.
Amid so many challenges, what’s next for tourism in Costa Rica?
As Costa Rica enters its first regular low season after the post-pandemic phenomenon, discussions on the next steps in terms of marketing, promotional efforts, and innovative distribution strategies have intensified. Some of the topics discussed include:
Shifting the message from sustainable tourism to regenerative tourism.
Exploring new markets to diversify.
Applying artificial intelligence elements in promotional efforts.
Leveraging the "wellness wave" and other similar trends.
While these topics are interesting and worth analyzing, Hans Pfister, president of CANAECO, recommends not overcomplicating current efforts with sophisticated trends, but rather returning to the basics that made Costa Rica successful in tourism.
The Foundations of Costa Rica's Tourism Success
Accessible and Pristine Nature: The creation of National Parks, access to wildlife observation, and forest conservation and restoration have been exemplary. This effort has been led by pioneers like Álvaro Ugalde and Mario Boza and continued by many others.
Safety: Although no place is 100% safe, Costa Rica has maintained a safe environment for living and vacationing, provided necessary precautions and common sense are applied.
Democratic Tourism Model: Costa Rica is envied for its tourism model, which does not focus on all-inclusive resorts but on visiting multiple destinations, staying in various hotels, eating at different restaurants, and hiring local guides. This ensures that tourism dollars stay in the country and are widely distributed.
Peace: Known for resolving disputes peacefully, Costa Rica is valued for its civilized exchange of positions and opinions without insults.
People and Culture: The warmth and friendliness of the Costa Ricans, along with their "Pura Vida" lifestyle, are frequently mentioned by visitors as highlights of their experience in the country.
Challenges and Recommendations
Pfister identifies several areas that need attention to maintain and strengthen these foundations:
Protection of Natural Resources: It is crucial to avoid harmful practices such as oil drilling and shrimp trawling, as well as to combat illegal logging. Costa Rica has been a success in reforestation, and it is vital to continue this legacy.
Safety and Well-being: Strengthening the police force and judicial system is essential to address the increase in crime and ensure a safe environment for everyone.
Sustainable Tourism Model: Properly regulating and taxing short-term rentals is necessary to prevent the destruction of tourist destinations.
Reputation as a Peaceful Nation: Maintaining mutual respect and building bridges is fundamental to preserving Costa Rica's peaceful reputation.
Caring for People: Investing in the education and well-being of younger generations is crucial for the country's future.
Marketing Strategy and Future of Tourism
The marketing strategy should focus on improving the product and visitor experience. According to Pfister, the success of tourism depends on decisions made in various ministries, not just the Ministry of Tourism. Collaboration between Security, Justice, Infrastructure, Education, Environment, and the Presidency is crucial to building and protecting the foundations of tourism success.
Comment from CET
From the Center for Tourism Studies (CET), we strongly support Hans Pfister's recommendations. Sustainability and social well-being are fundamental pillars for the development of tourism in Costa Rica. Our research highlights the importance of protecting natural resources, improving infrastructure, and ensuring that tourism benefits the entire community. By returning to the basics and working together, we can ensure that Costa Rica remains a world-class tourist destination, promoting "Pura Vida" in every aspect of our lives and in the experience of every visitor.
For more details on our initiatives and to stay updated on the latest developments in Costa Rica’s tourism sector, visit the CET website.
References:
Pfister, H. (2024). Back to Basics: The Future of Tourism in Costa Rica.
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