LatinFinance - March/April 2013 - Costa Rica Supplement - 24
Costa Rica | Tourism
Its green credentials have long attracted tourists, but in the wake of the global crisis,
Costa Rica needs more hotels and flights to bolster one of its biggest industries
Come rain or shine
W
hen it comes to promoting itself, Costa Rica is doing
something right. Its tourism industry is big business
in a small country whose brand today resonates
internationally.
Growth has been impressive: visitor numbers hit a record of
2.2 million in 2011, up from just 329,000 in 1988. The industry
generates close to $2 billion a year and accounts for close to
4% of GDP. It is a big generator of jobs, too. The sector offers
opportunities at all skill levels, helping ease Costa Rica’s roughly
10% unemployment rate. Tourism was responsible for 13.3% of
direct and indirect employment as early as 2005, according to one
study. Although international hotel chains are setting up, 80% of
hotels in the country have on average 20 rooms, making tourism an
important industry for small businesses.
“The tourism development model promotes sustainability
through a varied range of small and medium lodging companies,
coupled with the presence of large chains recognized by
international tourism,” says tourism minister Allan Flores.
The country has done especially well in promoting some of the
fastest growing niche areas in tourism. The country is seen as one
of the top destinations in the world for ecotourism, which accounted
for nearly half its international visitors in 2009. The country has
proportionately more national parks and protected areas – 23% of
its land area – than anywhere else on earth.
Ray of light: tourism’s steady returns
By the planeload
But the industry did not escape the global economic crisis
unscathed. Visitor numbers are only now recovering toward
pre-crisis levels and income was down by close to 9% in 2011,
compared to 2008.
Flores is looking to rebuild the momentum. “One of the
challenges and priorities is attracting airlines,” he says. “Bringing in
more frequencies and new flights mean a great deal of convincing,
monitoring and above all a team effort with the private sector. ... The
results are evident.”
Last year, eight airlines either started flights to Costa Rica or
increased capacity. International airports are being upgraded too.
San José’s airport has been remodelled.
The country has begun using new media, as well as traditional
forms, to promote itself to US and Canadian tourists.
“We have developed the most aggressive advertising campaign
in our history,” says Flores. Domestic tourism is being encouraged
to keep things ticking over in the low season.
24
A Supplement
to
The government is working to increase the number of rooms,
simplifying procedures for international investors and cutting the time
it takes to get permissions. Construction projects will be evaluated
in a maximum of 30 days, regardless of the size of the works, says
Flores. Both large chains and small hotels are encouraged to ensure
sustainable development of the tourism industry.
One mid-term project is the construction of a new convention
center.
“With the National Conference and Convention Center, we are
diversifying our tourism, which will allow us to strengthen our global
competitiveness,” says Flores. “This will improve the business
climate to attract more tourists throughout the year.”
Events smooth out some of the fluctuations in income from
vacationing visitors, who tend to come during the northern
hemisphere winter. Flores is also working to diversify tourist
offerings. The focuses include niches in adventure, sun, beach and
ecotourism. LF
LatinFinance | March/April 2013
Table of Contents for the Digital Edition of LatinFinance - March/April 2013 - Costa Rica Supplement
Latin Finance - March/April 2013 - Costa Rica Supplement
Contents
Getting it right
Securing the future
Making the leap
Finding space
A hard currency
Trading up
Green credentials
LatinFinance - March/April 2013 - Costa Rica Supplement - Latin Finance - March/April 2013 - Costa Rica Supplement
LatinFinance - March/April 2013 - Costa Rica Supplement - Cover2
LatinFinance - March/April 2013 - Costa Rica Supplement - Contents
LatinFinance - March/April 2013 - Costa Rica Supplement - Getting it right
LatinFinance - March/April 2013 - Costa Rica Supplement - 3
LatinFinance - March/April 2013 - Costa Rica Supplement - 4
LatinFinance - March/April 2013 - Costa Rica Supplement - 5
LatinFinance - March/April 2013 - Costa Rica Supplement - Securing the future
LatinFinance - March/April 2013 - Costa Rica Supplement - 7
LatinFinance - March/April 2013 - Costa Rica Supplement - Making the leap
LatinFinance - March/April 2013 - Costa Rica Supplement - 9
LatinFinance - March/April 2013 - Costa Rica Supplement - 10
LatinFinance - March/April 2013 - Costa Rica Supplement - 11
LatinFinance - March/April 2013 - Costa Rica Supplement - 12
LatinFinance - March/April 2013 - Costa Rica Supplement - 13
LatinFinance - March/April 2013 - Costa Rica Supplement - Finding space
LatinFinance - March/April 2013 - Costa Rica Supplement - 15
LatinFinance - March/April 2013 - Costa Rica Supplement - A hard currency
LatinFinance - March/April 2013 - Costa Rica Supplement - 17
LatinFinance - March/April 2013 - Costa Rica Supplement - Trading up
LatinFinance - March/April 2013 - Costa Rica Supplement - 19
LatinFinance - March/April 2013 - Costa Rica Supplement - 20
LatinFinance - March/April 2013 - Costa Rica Supplement - 21
LatinFinance - March/April 2013 - Costa Rica Supplement - 22
LatinFinance - March/April 2013 - Costa Rica Supplement - 23
LatinFinance - March/April 2013 - Costa Rica Supplement - Green credentials
LatinFinance - March/April 2013 - Costa Rica Supplement - Cover3
LatinFinance - March/April 2013 - Costa Rica Supplement - Cover4
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