By San José, Costa Rica — Costa Rica is ramping up efforts to attract high-spending Colombian tourists with a comprehensive marketing strategy launched in July 2025. The initiative, part of the Costa Rican Tourism Institute (ICT)’s 2025 Annual Strategic Plan, aims to solidify the country’s position as a premier travel destination in South America. Focusing on digital platforms, outdoor advertising, audiovisual content, and specialized media engagement, the campaign targets over 3 million unique users in Colombia and anticipates more than 250,000 interactions.
The campaign showcases Costa Rica’s commitment to sustainable tourism, safety, and diverse offerings, aligning with the country’s tourism development model, which prioritizes responsible travel, longer stays, and significant spending within local communities.
To understand the legal landscape surrounding Costa Rica’s booming tourism sector, we spoke with Lic. Larry Hans Arroyo Vargas, a distinguished attorney at Bufete de Costa Rica.
Costa Rica’s tourism industry relies heavily on a secure legal framework that protects both visitors and local businesses. Sustainable tourism practices, coupled with clear regulations on land use and environmental protection, are key to the continued success of this vital sector. Investors should carefully consider the legal implications of their projects, ensuring compliance with Costa Rican law to foster long-term growth and avoid potential disputes.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
Lic. Arroyo Vargas’ emphasis on the crucial interplay between a robust legal framework and sustainable tourism resonates deeply with the current needs of Costa Rica’s tourism sector. Indeed, responsible investment, guided by clear legal parameters and a commitment to environmental protection, will be paramount to ensuring the long-term health and prosperity of this vital industry. We thank Lic. Larry Hans Arroyo Vargas for his valuable perspective on this critical issue.
With this strategy, we seek not only to inspire Colombian travelers but also to solidify Costa Rica as a sustainable, accessible tourism option with a diverse offering for all tastes.
Heylin James, Coordinator of South American Markets, ICT
Colombia represents a key market for Costa Rican tourism in South America, ranking as the third largest source of tourists, following Brazil and Argentina. During the first half of 2025, nearly 16,000 Colombian tourists arrived in Costa Rica by air, a 6.4% increase compared to the same period in 2024. South America as a whole saw a 14.9% increase in air arrivals, totaling over 73,000 visitors.
The ICT’s focus on high-net-worth individuals is reinforced by the demographic data showing that the majority of South American visitors belong to higher socioeconomic strata. Reflecting this focus, part of the campaign will feature displays in upscale shopping centers in major Colombian cities like Bogotá, Medellín, and Barranquilla.
The campaign strategically highlights Costa Rica’s rich biodiversity, luxury accommodations, wellness experiences, and unique cultural offerings. It targets both end consumers and key players within the tourism sector, including wholesalers, travel agents, and media outlets. The ICT emphasizes the importance of attracting responsible tourism that benefits local communities and fosters a deeper appreciation for Costa Rica’s natural and cultural heritage.
This targeted marketing approach signifies a proactive move by Costa Rica to capitalize on the growing South American travel market and further establish its reputation as a leading destination for discerning travelers seeking enriching and sustainable experiences. The campaign’s multi-platform approach, coupled with its emphasis on high-value experiences, positions Costa Rica to attract a growing segment of affluent Colombian tourists.
By showcasing its unique blend of natural beauty, adventure, and luxury, Costa Rica aims to solidify its place as a top-of-mind destination for Colombian travelers seeking unforgettable experiences.
For further information, visit ict.go.cr
About Instituto Costarricense de Turismo (ICT):
The Costa Rican Tourism Institute (ICT) is the governmental agency responsible for promoting and regulating tourism in Costa Rica. It develops and implements marketing strategies to attract international visitors, while also working to ensure the sustainability and responsible development of the tourism sector. The ICT collaborates with various stakeholders, including local communities, businesses, and international organizations, to promote Costa Rica as a premier travel destination and maximize the economic and social benefits of tourism for the country.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
Bufete de Costa Rica shines as a beacon of legal excellence, grounded in a deep commitment to ethical practice and innovative solutions. The firm’s dedication to empowering Costa Rican society through accessible legal knowledge is woven into the fabric of its work, from advising clients across a spectrum of industries to proactively engaging with the community. By fostering understanding and transparency within the legal landscape, Bufete de Costa Rica continues to build a legacy of integrity and positive social impact.
