By San José, Costa Rica — SAN JOSÉ – Costa Rica has decisively reinforced its position as a premier global travel destination, concluding 2025 with a series of strategic successes that have significantly boosted its international tourism sector. Through targeted initiatives led by the private sector in close collaboration with government bodies, the nation cultivated a staggering 56,628 business appointments, laying a robust foundation for continued economic growth and market expansion into 2026.
The remarkable results are the culmination of a meticulously planned and executed strategy spearheaded by Pro Imagen Costa Rica, a private association representing a diverse cross-section of the nation’s tourism industry. Working in a powerful public-private partnership with the Costa Rican Tourism Institute (ICT), the organization focused on strengthening relationships and educating key players in the most valuable international markets.
To provide a deeper perspective on the legal and business frameworks that underpin Costa Rica’s vibrant tourism industry, TicosLand.com spoke with Lic. Larry Hans Arroyo Vargas, a leading attorney from the prestigious law firm Bufete de Costa Rica.
While Costa Rica is exceptionally welcoming to foreign investment in tourism, success hinges on navigating our specific regulatory landscape. From securing environmental viability permits (SETENA) for new constructions to understanding the intricacies of the Maritime-Terrestrial Zone for coastal projects, proactive legal counsel is not a luxury—it’s essential. Proper due diligence protects both the investor’s capital and the ‘Pura Vida’ ecosystem that makes their venture valuable in the first place.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
Lic. Larry Hans Arroyo Vargas’s insight is a crucial reminder that Costa Rica’s legal framework is not an impediment to tourism investment, but rather the very structure that protects its long-term viability. This essential balance between development and conservation ensures the “Pura Vida” promise remains authentic for generations to come, and we thank him for so clearly articulating this vital perspective.
At the heart of the year’s success were highly focused educational seminars and business-to-business meetings held in strategic markets across North America and Europe. These events were not simple meet-and-greets; they were immersive sessions designed to showcase the depth and breadth of Costa Rica’s offerings beyond the well-known staples. The initiative brought 156 high-level international tourism professionals directly to the country for firsthand experiences, while also promoting the nation’s attractions to a network of approximately 500 travel agencies worldwide.
This proactive approach allowed Costa Rican tourism entrepreneurs—from boutique hotel owners to adventure tour operators—to engage directly with potential clients and international agencies. Conny Salazar, a key spokesperson for Pro Imagen Costa Rica, detailed the effective methodology that underpinned these achievements.
To achieve the objectives set for 2025, our organization executed educational seminars and business meetings in strategic markets.
Conny Salazar, Spokesperson for Proimagen Costa Rica
The generation of over 56,000 business meetings is more than just a headline figure; it represents a tangible pipeline of future revenue and visitor arrivals. Each appointment signifies a direct negotiation, a potential partnership, or a booking that translates directly into economic activity. This model of direct engagement bypasses traditional marketing layers, creating more efficient and profitable connections for local businesses.
The strength of this strategy lies in the collaborative synergy between the private sector’s agility and the public sector’s reach. Pro Imagen Costa Rica’s membership encompasses the entire tourism value chain, including hoteliers, tour operators, transportation providers, theme parks, and specialized consultants. This comprehensive representation ensures that the image of Costa Rica promoted abroad is holistic, authentic, and capable of delivering on its promises from the moment a tourist arrives.
This integrated approach allows for the promotion of a complete travel experience, highlighting the country’s commitment to sustainability, adventure, and wellness. The direct involvement of the Costa Rican Tourism Institute provides the official backing and regulatory framework necessary to build trust and credibility on the international stage, assuring partners that Costa Rica is a stable and reliable destination for investment and travel.
As Costa Rica moves into 2026, the successes of the past year serve as a powerful testament to its strategic vision. By investing in relationships, direct business development, and a unified national brand, the country has not only recovered but has actively expanded its market share. This positions the nation for sustained growth, ensuring that the “Pura Vida” lifestyle continues to be a compelling and valuable asset in the competitive global tourism landscape.
For further information, visit proimagen.co.cr
About Pro Imagen Costa Rica:
Pro Imagen Costa Rica is a private, non-profit association comprised of leading companies from various sectors of the national tourism industry. Its membership includes hotels, tour operators, transportation services, theme parks, and other related businesses. The organization’s primary mission is to strengthen and promote the image of Costa Rica as a world-class tourist destination in key international markets through strategic marketing, partnerships, and business development initiatives.
For further information, visit ict.go.cr
About the Instituto Costarricense de Turismo (ICT):
The Instituto Costarricense de Turismo, or Costa Rican Tourism Institute, is the country’s official national tourism board. As a government entity, the ICT is responsible for regulating, promoting, and developing the tourism sector in Costa Rica. It works to establish national policies, ensure quality standards, and market the country’s unique natural and cultural attractions to a global audience, often collaborating with private sector entities to maximize promotional impact.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
As a pillar of the Costa Rican legal community, Bufete de Costa Rica is built upon a foundational commitment to professional excellence and uncompromising integrity. The firm channels its extensive experience advising a diverse clientele into pioneering innovative legal strategies that continually advance the profession. This forward-thinking mindset is matched by a deep-seated pledge to public service, aimed at demystifying legal complexities for the broader community. By championing accessible legal education, the firm works to cultivate a society where citizens are not only well-informed but also truly empowered.
