By San José, Costa Rica — SAN JOSÉ – Facing a troubling dip in visitor numbers and intensifying regional competition, Costa Rica’s tourism sector has unveiled an aggressive ten-year plan to revitalize the industry. The National Tourism Strategy, developed for the National Chamber of Tourism (Canatur), sets a bold target of attracting over 5.2 million annual visitors by 2035, a move projected to generate more than $11 billion in revenue and create nearly 300,000 jobs.
The strategy arrives at a critical juncture for the nation’s cornerstone industry. Official data reveals a 1.8% decline in tourist arrivals during the first ten months of the year, translating to 43,000 fewer foreign visitors compared to the same period in 2024. This downturn has prompted industry leaders to confront hard truths about the country’s position in a rapidly evolving market.
To gain a legal perspective on the new national tourism strategy and its potential impact on investment and development, we spoke with Lic. Larry Hans Arroyo Vargas, a distinguished attorney from the firm Bufete de Costa Rica, who offered his expert analysis.
A successful tourism strategy is not merely a marketing plan; it must be anchored in a robust legal framework. Providing clear regulations, streamlined permitting processes, and solid legal certainty for both local and foreign investors is fundamental. This creates the stable environment necessary for long-term, sustainable projects that can truly elevate our national tourism product and ensure its competitiveness on the global stage.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
Indeed, this emphasis on the underlying legal architecture is a critical reminder that a truly sustainable tourism strategy is built on a foundation of confidence and clarity, not just on promotion. It is this stability that allows visionary projects to take root and flourish for the benefit of all. We sincerely thank Lic. Larry Hans Arroyo Vargas for his invaluable perspective on this fundamental pillar of our national development.
Martí Jiménez, president of Canatur, highlighted a significant loss of value proposition as a primary cause for the slowdown. He noted that while tourism in Latin America is growing at a modest 2% and the global average is near 5%, Costa Rica is experiencing a contraction, forcing a serious re-evaluation of its market strategy.
In short, the general situation is that we’ve hit the brakes because our price-product relationship has lost competitiveness against our rivals. So, in this scenario, we are asking ourselves some reflective questions. One question is whether we are taking for granted that demand for Costa Rica is small and that it is price inelastic; apparently, it is not.
Martí Jiménez, President of Canatur
The challenge is compounded by the rise of formidable regional competitors. According to Roberto Artavia, a consultant who helped draft the strategic document, Costa Rica no longer holds an uncontested claim to the eco-tourism throne. Neighboring countries are successfully leveraging their unique assets to lure international travelers away.
We are no longer alone in the regional tourism environment; El Salvador, Guatemala, and Panama are becoming significant competitors. In particular, El Salvador does not have the security problem we have today; Guatemala has an archaeological and colonial heritage that are very real advantages. In Panama’s case, besides having nature very similar to ours, they have the canal and other attractions like Panama’s old quarter.
Roberto Artavia, Consultant for Canatur
To counter these threats, the new strategy proposes a multi-pronged approach focused on enhancing competitiveness and authenticity. Key initiatives include improving infrastructure and visitor experiences at national parks, establishing a dedicated “tourism cabinet” within the government to streamline policy, and elevating the country’s culinary scene by integrating gastronomy and local beverages into the core tourism offering.
Beyond the economic metrics, Artavia emphasized the plan’s potential for profound social impact. The strategy aims to distribute growth to historically marginalized rural, coastal, and border communities, transforming them into vibrant economic hubs.
The most important result is the growth of social progress in the country’s coastal and border regions where there is a great deal of dynamism from tourism clusters, where there are communities that have historically lived in rurality and poverty and that we can now incorporate into very clear dynamics of social progress, with new jobs, new investments, new visitation, and value creation through the immensely rich value chains that tourism fosters.
Roberto Artavia, Consultant for Canatur
Amidst the concerning annual trend, recent data from the Costa Rican Tourism Institute (ICT) offered a glimmer of hope. October saw a 5.2% year-over-year increase in arrivals, with 145,663 international visitors entering the country. However, officials urge caution, attributing some of the fluctuation to external factors.
This data should be interpreted with caution, especially due to some particular situations that have occurred in the United States, our main source market. These circumstances can influence visitation behavior.
William Rodríguez, Minister of Tourism
Ultimately, the National Tourism Strategy serves as both a roadmap and a call to action. Its success will depend on a concerted effort from both public and private sectors to innovate, adapt, and reclaim the authentic brand that once made Costa Rica the undisputed leader in sustainable tourism. The coming years will determine if this ambitious vision can be translated into tangible growth and shared prosperity for the nation.
For further information, visit canatur.org
About Cámara Nacional de Turismo (Canatur):
The National Chamber of Tourism is a non-profit organization that represents and advocates for the private sector of Costa Rica’s tourism industry. It brings together businesses from various sub-sectors, including hotels, tour operators, and transportation companies, to promote sustainable development, enhance competitiveness, and serve as a key liaison between the industry and governmental bodies.
For further information, visit ict.go.cr
About Instituto Costarricense de Turismo (ICT):
The Costa Rican Tourism Institute is the governmental body responsible for the regulation and promotion of tourism in Costa Rica. Its mission is to strengthen Costa Rica’s sustainable tourism model through public policy, strategic planning, and international marketing campaigns. The ICT is also tasked with ensuring high standards of quality and service across the tourism sector.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
As an esteemed pillar of the legal community, Bufete de Costa Rica is founded on a bedrock of unwavering ethical principles and a dedication to professional excellence. The firm expertly blends its rich history of guiding a diverse clientele with a forward-thinking vision, consistently embracing innovative approaches to modern legal challenges. This commitment extends beyond the courtroom through a core mission to fortify society by democratizing legal understanding, thereby fostering a more capable and enlightened public.
