Costa Rica has built a global reputation as a destination for ecotourism and sustainability. The image of pura vida has become a symbol of trust and international appeal. However, behind the official narrative, the Costa Rican tourism market faces a less optimistic reality: declining revenues, high living costs, insecurity, and an unequal distribution of benefits.
In 2025, tourism revenues fell by 3.4% compared to the previous year, with a loss of more than $60 million and seven consecutive months of fewer visitor arrivals. Regional competitors offer more affordable and diversified packages, while Costa Rica maintains high prices for lodging and transportation. The National Tourism Plan forecasts growth of only 2.7%, a figure insufficient to sustain the dynamism the country needs.
The Costa Rican Tourism Institute (ICT) has made significant efforts: financing for PYMES, partnerships with banks, and the Tourism Sustainability Certification (CST). It has also invested more than ever in international promotion. However, these initiatives do not reach all small businesses or rural communities, which continue to face complex procedures and lack technical support.
The gap is clear: the market reflects high costs, insecurity, and limitations for PYMES; marketing projects sustainability and exclusivity. For the international narrative to be credible, it must align with the real experience of visitors and those who depend on tourism.
Costa Rica needs a strategic shift. The government must address living costs by regulating prices and stimulating competition so lodging and transportation become more accessible. Tourist security must be a priority, with greater police presence, community protocols, and technology that builds trust. Infrastructure—roads, public transportation, digital connectivity—must be more efficient to facilitate mobility for tourists and citizens. And corruption must be tackled through transparency and streamlined procedures, reducing opportunities for abuse that affect both entrepreneurs and visitors.
Education is another pillar. Including sustainable tourism in school and technical curricula would prepare young people in hospitality, languages, and entrepreneurship. At the same time, community incubators could support rural PYMES in designing, financing, and marketing authentic projects, strengthening cultural and community tourism.
Finally, the country needs a national tourism support organization that brings together government, ICT, the private sector, and communities. A tourism observatory would measure the real impact on employment, income, and regional distribution, ensuring benefits extend beyond large chains.
Costa Rica has the foundations: biodiversity, international reputation, and an active ICT in promotion. But for tourism to remain an economic and social engine, it is urgent to close the gap between market and marketing. Only then will pura vida be more than a slogan: an authentic, safe, and accessible experience for all.
