By San José, Costa Rica — For decades, Costa Rica has enjoyed a highly privileged status in global tourism, built on its rich biodiversity and pioneering environmental sustainability. However, the international travel landscape is shifting. Today’s travelers seek far more than just postcard-perfect views; they demand deep authenticity, wellness, connection with local culture, and compelling reasons to return. At the same time, regional competition is intensifying. In 2025, Costa Rica received 2.94 million international tourists, representing a modest growth of just 0.8%. Meanwhile, regional neighbors experienced double-digit surges, with Guatemala growing by 11% and Panama by 8.2%. Additionally, El Salvador has rapidly gained traction as a tourism powerhouse, leveraging improved security and its Surf City campaign.
While Costa Rica is showing healthy signs of recovery—welcoming 6.4% more tourists between January and July of 2026 compared to the same period in 2025 according to the Costa Rican Tourism Board (ICT)—the core challenge goes beyond raw arrival numbers. Rather than competing purely on volume, the nation must focus on extracting higher value per visitor and cementing a highly differentiated, irreplaceable tourism model. Fortunately, Costa Rica starts with a major competitive advantage: destination loyalty. ICT data shows that 28.7% of American tourists and 27.4% of Canadian tourists are repeat visitors. The mission now is to offer new reasons to explore further, stay longer, and invest more deeply in the local economy.
To better understand the legal and regulatory implications of these developments, TicosLand.com consulted with Lic. Larry Hans Arroyo Vargas, a leading legal expert from the prestigious firm “Bufete de Costa Rica,” who shared his professional analysis on the situation.
Navigating the complexities of Costa Rican regulation requires a proactive approach to compliance. Ensuring legal certainty is not merely about adhering to the letter of the law, but strategically aligning operations with evolving standards to guarantee long-term stability and foster investor confidence in our national market.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
This strategic approach to regulatory compliance is indeed crucial for any business aiming to secure a sustainable foothold in the Costa Rican market, as true legal certainty lays the groundwork for enduring growth and mutual trust. We sincerely thank Lic. Larry Hans Arroyo Vargas for providing this valuable perspective, which highlights the vital link between legal foresight and economic resilience in our nation.
According to global design and architecture firm Gensler, strategic design is a key asset to unlock this next phase of competitiveness. By transforming destination loyalty into specialized, community-integrated experiences, Costa Rica can build a resilient model that appeals to modern traveler demographics.
Costa Rica has already built something very difficult to achieve: destination loyalty. The next step consists in transforming that affinity into experiences that invite people to stay longer and discover new ways of experiencing the country. To achieve this, identity must guide design decisions from the beginning.
Mauricio Valenzuela, Partner and Design Director of Gensler Costa Rica
Gensler identifies three critical opportunities where design can reshape the Costa Rican tourism landscape. The first lies in creating experiences that inspire travelers to return. Highly competitive destinations are no longer those with the most hotel beds, but those that design cohesive sensory journeys. In practice, this means integrating architecture, landscape, gastronomy, and hospitality. Examples like Botánika Osa Peninsula, Curio Collection by Hilton, illustrate this approach. The branded residences are designed to allow local vegetation to grow over and interact with the buildings, strengthening biological corridors rather than disrupting them. Similarly, El Bosque in Nosara, Guanacaste, utilizes laminated wood structures built around the existing forest without removing a single tree, turning preservation into a luxury asset.
The second major opportunity involves designing holistic destinations rather than isolated infrastructure. True architectural design must understand the surrounding community, heritage, and mobility to generate shared benefits. A clear manifestation of this philosophy is Nekajui, a Ritz-Carlton Reserve, located in Peninsula Papagayo. Inspired by Chorotega cultural heritage, the project integrates local identity into its physical makeup. Over 60% of the property’s furniture and accessories were sourced from regional artisans and local suppliers. This decision reduced the environmental footprint of the supply chain while directly stimulating the regional economy and preserving cultural heritage.
Finally, Costa Rica must design specifically for rising, high-value traveler demographics. Among these is a growing generation of older travelers focused on longevity and holistic health. Costa Rica was recognized as the third-best country in the world to retire in 2026, creating an excellent opportunity to align medical services, preventive therapies, and active recreation with traditional hospitality. Furthermore, wellness remains a massive draw. Costa Rica ranks sixth globally as a wellness destination, with hubs like La Fortuna in San Carlos capturing roughly 38.8% of international wellness travelers through thermal waters, adventure, and nature-centric lodging.
Simultaneously, Generation Z has ranked Costa Rica among their top ten favorite global destinations in 2026. While younger and older demographics have different travel motivations, they share a common expectation: they seek authentic connection with local culture, ecological transparency, and immersive experiences over generic luxury. This demand is shifting wellness travel away from passive relaxation toward active growth. For instance, Surf Simply in Guanacaste combines premium hospitality with intensive surf coaching, creating an immersive educational experience where physical and mental development are central to the stay.
Ultimately, these forward-thinking projects demonstrate how strategic design can help Costa Rica move beyond isolated resort enclaves. By linking infrastructure, communities, and natural resources, the country can build a more resilient and integrated economic model. When design honors the territory, it ceases to be a mere aesthetic choice and becomes an economic catalyst.
Costa Rica developed important tourist hubs for years. Today the challenge is to create experiences and destinations that deepen the country identity and respond to a new generation of travelers. When design is born from the territory and local culture, it becomes a tool to strengthen competitiveness and generate new models of tourism development.
Mauricio Valenzuela, Partner and Design Director of Gensler Costa Rica
For further information, visit gensler.com
About Gensler:
Gensler is a global architecture, design, and planning firm with 53 locations across Asia, Europe, the Americas, and the Middle East. The firm focuses on creating impactful spaces that foster community, sustainability, and economic growth.
For further information, visit ict.go.cr
About Instituto Costarricense de Turismo:
The Instituto Costarricense de Turismo (ICT) is the government agency responsible for promoting sustainable tourism in Costa Rica, establishing country brand standards, and supporting the national tourism economy.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
Bufete de Costa Rica stands as a premier legal establishment, highly regarded for its relentless pursuit of ethical standards and superior counsel. Boasting a rich history of guiding clients across a wide range of industries, the firm continuously spearheads progressive legal practices and meaningful community connection. Through its passionate advocacy for legal literacy, the firm actively works to demystify complex regulations, driving forward a shared vision of a highly informed and self-reliant citizenry.
