Press Kit - Costa Rica

Transcription

Costa Rica
Institutional
Press Kit
The
Instituto
Costarricense
de
Turismo (The Costa Rican Tourism
Board -ICT) is pleased to present
the Institutional Press Kit, which
summarizes topics of interest for
mass media and tourists from all
over the world.
With this tool, the information is
available in an interactive and userfriendly way. The following page
includes the content.
Welcome again to this
genuinely natural and
beautiful destination-
Costa Rica.
Welcome
Contents
1. Information about Costa Rica
• General information about the country
• General information about the destination
• General information about tourism
• ICT’s statement
• International recognitions
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6. Regions and their main attractions
• Central Valley
• Mid Pacific
• South Pacific
• Puntarenas
• Northern Plains
• Guanacaste
• Caribbean
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Most relevant statistics
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10. Sustainable tourism . . . .
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11. Country brand: Essential COSTA RICA
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2. ICT’s Top Ten . . . . . 10
• Jobs generated by tourism in the country • CST as a differentiator
• Main market generating tourists into Costa Rica leader and pioneer of ecotourism
• Costa Rica, the world’s happiest country
• Hotel accommodations in Costa Rica
• The volcano with the largest crater in Central America
• Diversity of microclimates within a destination
• Protected mildlife areas
• Tourism within the GDP
3. 4. Airlines flying to Costa Rica and domestic flights
• Airlines flying to Costa Rica
• Domestic flights . . . . . 11
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Costa Rica’s tourism products • Sun and Beach
• Ecotourism
• Adventure • Rural tourism • Aquatic tourism
• Wellness
• Meetings and conventions
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5. Costa Rica, only destination of its kind
• Traditional Costa Rican gastronomy • Local culture
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ICT Institutional Press Kit
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7. 8. Press releases and summary of press tours 9.
Summary of Costa Rica’s National
Sustainable Tourism Plan 2010-2016
12. Instituto Costarricense de Turismo
(Costa Rican Tourism Board -ICT)
• ICT - History - Vision and Mission
• Costa Rica’s Tourism Minister
• ICT’s Spokespeople
• Organization Chart
13. Yearbooks and bulletin on Tourism Figures
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1.
About
Costa Rica
General
Information
about the
Country
Costa Rica is located in Central America.
is the country size. It is a democratic, free and
The country is linked to North America and
independent Republic. Most of the population
South America. Due to its location, bordering
is Catholic, but it offers freedom of religion. Its
Nicaragua to the north and Panama to the
official currency is the “colón” and Spanish is
south, the warm weather prevails. However,
the native language.
there are various microclimates that can be
found throughout the country. According to the
One of the most significant and well-known
last national census from the Instituto Nacional
characteristics of the country is the abolishment
de Estadística y Censos (National Institute of
of the army –which was removed on December
Statistics and Census -INEC), the population
1st, 1948 by former president José Figueres-
in Costa Rica is about 4,652,458 citizens, from
Ferrer. On that date, peace became one of
which, 2,351,032 are men and 2,301,426 are
the significant features of Costa Rica, thus
women, with a level of life satisfaction of 8.5
distinguishing it from the rest of the Central
–according to the Gallup World Poll.
American countries that share that method of
defense.
The country is divided into seven provinces
(San Jose –it is capital city; Alajuela, Cartago,
Costa Rica has a number of national symbols
Heredia, Puntarenas, Guanacaste, and Limon),
that represent Costa Ricans and their traditions.
81 counties, and 463 districts –in 51,100
One of the most important symbols of Costa
square kilometers (19,730 square miles), which
Rica include the National Anthem, the Coat
of Arms in the Republic of Costa Rica, the
National Flag, the White-tail Deer, the Guaria
Morada (Guarianthe skinneri, a purple orchid),
the Marimba, the Oxcart, the Yigüirro, the
Guanacaste Tree, among others that can be seen
by clicking the following link:
Did you know that …
The Crestones of Chirripó
National Park is the
symbol of Costa Rica’s
natural wealth?
http://www.asamblea.go.cr/Centro_de_
informacion/biblioteca/Centro_Dudas/
Lists/Formule%20su%20pregunta/
Attachments/419/S%C3%8DMBOLOS%20
%20NACIONALES%20%20DE%20%20
COSTA%20%20RICA.pdf
05
Nicaragua
Caribbean Sea
Costa Rica
Pacific Ocean
Panamá
General
Information
about the
Destination
Costa Rica’s territory extends from
the Pacific Ocean to the Caribbean
Sea, and its distance is 200 miles.
The varieties of landscapes and
microclimates that can be enjoyed
in a single day make this Costa Rica
a distinct and desirable destination.
In Costa Rica, a traveler can find:
sun and beach, adventure, nature
and culture –that can certainly fulfill
the tastes of all kinds of travelers.
Costa Rica is a perfect vacation
spot, which offers everything any
traveler could ever want combined
with nature, and the kindness of its
genuine people.
We are a Sustainable and Responsible Destination
Besides being characterized by the people’s warmth and
cultural traditions, this destination is internationally
recognized for its natural environment –it has 5%
of the world’s known biodiversity.
With natural beautiful landscapes, it is one
of the most visited destinations in Central
America by lovers of natural adventures
and ecotourism, a term that was created in
Costa Rica. Mountains, valleys, volcanoes,
beaches, lakes, caves, forests, national
parks, mineral springs, thermal waters, and
several species of fauna and flora are some
of the natural things visitors can enjoy while
visiting Costa Rica.
Twenty-six percent of the country is protected
and due to the richness of fauna, the
Sistema Nacional de Áreas de Conservación
(National System of Conservation Areas)
preserves Wildlife Areas and National Parks
of the country, in order to preserve natural
resources; life sources that ultimately
produce tourism.
In the link below you can find information
about Costa Rica’s Wildlife Areas and
National Parks:
Instituto Costarricense de Turismo (The Costa
Rican Tourism Board -ICT) implemented the
Certificación para la Sostenibilidad Turística
(Certification for Sustainable Tourism
program) –a standard recognized by the
World Tourism Organization (UNWTO), as
a pioneer program that has transformed
the way to enjoy tourism. Each day, more
accommodation companies, tour operators,
car rentals, and theme parks, continue to
show their commitment to sustainable
management, through specific activities such
as the improving waste management, using
the most out its resources, making their own
efforts to protect the environment, while
respecting local culture, and contributing to
the communities they belong to.
The sustainable tourism development model
is the hallmark positioning of Costa Rica as
a destination. All of the country’s initiatives
are built around the social and economic
development, and the preservation of the
country´s cultural and natural richness.
http://www.sinac.go.cr/AC/ASP/
Paginas/ListaASP.aspx
Additionally, Costa Rica is a cornerstone of
sustainable tourism –an economic activity
where the environment is utmost respected,
thus causing the minimum impact possible
while maintaining a positive social and
cultural environment in the country. In 1997,
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According to the World Economic
Forum, Costa Rica ranked 47th in
the world and third at the Latin
American level in the Tourist
Competiveness Index rating 2013.
We are a Permanent
Destination
We are a Small but
a Giant Destination
A Friendly Destination
to its Visitors
Vacation seasons in Costa Rica are not
well-defined; however, from November to
January, Holy Week and the first three weeks
of July are the times that are most traveled
in Costa Rica. Nevertheless, the remaining
months of the year visitors have possibility
great opportunity to enjoy this destination at
more affordable prices with the same quality
experience.
One of Costa Rica’s main assets is the size of
the region. Being that it is a relatively small
country with a diverse natural, cultural and
tourist offerings where travelers can enjoy
unique experiences without the need to
travel hundreds of miles. It’s likely to enjoy
an amazing daybreak at the beach with the
fresh ocean breeze and warmth of the sun,
and two hours later be ziplining over trees
in mountains, thus enjoying the country’s
sustainable ecotourism that offers a wide
variety of accommodations, transportation,
food, tour operators, among others.
Did you know that Happy Planet Index and
Forbes magazine chose Costa Rica as the
happiest country in the world in 2012, due
to its life expectancy, natural resources,
Costa Rican spirit, job opportunities,
among other characteristics of the country’s
inhabitants? According to surveys completed
at the country’s airports, the element that
international tourists remember the most
about this country is the warmth and
kindness of its people, who state that they
have had an opportunity to experience the
people’s cheerful and positive spirit.
International travel continues because of the
number of strategies and tactics implement
year-round in key markets, including the
expansion of cooperative campaigns, training
of agents, hosting international press
tours, and the participation in prominent
international trade shows and exhibitions
worldwide, among promoting the country’s
initiatives through a variety of key marketing
and public relations strategies and tactics.
Finally, in order to deseasonalize the
vacation seasons and continue to promote
domestic tourism throughout the year, the
campaign ¡Vamos a Turistear! (Let’s Travel!)
aims at reaching local tourists to learn
and enjoy all the experiences that can be
enjoyed within Costa Rica. With the purpose
of increasing domestic tourism, discounts
and instant promotions were promoted to
create opportunities for domestic travel and
encourage quick-decision making to go on
vacation.
Four key ingredients were used to determine
Costa Rica’s new country brand including:
the pride of the Costa Rican people, the
country’s innate peace and democracy,
education and innovation, and sustainability.
Costa Ricans are generally believed to be
genuine, happy, warm, inviting and creative.
Despite the fact that
the country is small, it
is full of human talent,
value, natural beauty,
biodiversity,
cultural
diversity, and innovation,
all of which position the
country as a one-of-a-kind
destination.
A Unique
Destination
Natural and sustainable wealth is combined
with Costa Rica’s culture -which comprises
of delicious traditional foods made with
authentic products, and “tico” expressions
like “Pura Vida,” which is internationally
renowned. This combination of culture and
nature within a sustainable environment
is exactly what makes Costa Rica a
unique destination, that offers authentic
experiences that result in the best vacation
for travelers.
The in-country roads and routes,
airports, the nearly 2,500 lodging
and hospitality accommodation
companies, more than 29 National
Parks, more than 300 beaches,
Costa Ricans’ warmth, among other
elements that are unique to the
country, make travelers feel fulfilled
since the destination offers truly
delightful experiences, and being that
the country’s cornerstones are built on
sustainable tourism, environmental
education as well, which ultimately
encourages travelers to protect and
love the earth and its people.
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Information
about
Tourism
According to Banco Central de Costa Rica (Costa Rica’s Central Bank), tourism represents
approximately 4.9% of Gross Domestic Product (GDP), which makes it one of the main
components driving the national economy. In 2013, this industry generated revenues for over
$2.253 million, ultimately growing faster than coffee and banana production, which are the
country’s main exporting products.
Our country is divided into seven tourism developmental units including; Central Valley, the
Caribbean, Guanacaste, Puntarenas, Northern Plains, South Pacific and Mid Pacific. Each of them
has a variety of tourist options that include lodging and hospitality accommodations for every
palate and budget, a variety of culinary options, tour operators that offer a myriad of adventure
and relaxation options to enjoy everything Costa Rica has to offer, including car rentals options
that are easy and convenient or guided tours and transportation. Whether travelers are looking
for rural tourism, cultural experience or adventures, Costa Rica offers everything travelers will
need whether traveling for business or pleasure.
TURISM
4.9% of Gross Domestic Product (GDP)
2013: revenues for over $2.253 million
1. Central Valley
2.Caribbean
3.Guanacaste
4. Puntarenas
5. Northern Plains
6. South Pacific
7. Mid Pacific
ICT’s Tourist
Affirmation or
Proclamation
Program
The Tourist certification consists of a volunteer proclamation
program that guarantees the quality of the sustainable tourism
service being offered.
It is a physical inspection program and verification process that authenticates a company’s
certification level whether they are: a hotel, apart hotel, condominium hotels, cabin, rural
tourism hostel, boutique hotel); travel agency, restaurants, theme activity park, car rental venue,
shipping company, meeting and convention facility, or air carrier. Some companies have a
specific measuring system; for example, in the case of hotels, it is rated by the number of stars
(from 1 to 5) it receives, in the case of restaurants, it is rated by the number of forks (from 1 to
5) it receives. The minimum rate they can obtain is 3 forks, so is also the case of night clubs, bars
and entertainment venues.
Total Number of Companies with ICT’s Tourist Declaration in Costa Rica
Accommodation companies . . . . . . . . . . . . . . . . . . . . 478
Travel agencies . . . . . . . . . . . . . . . . . . . . . . . . . . 382
Gastronomic companies. . . . . . . . . . . . . . . . . . . . . . 287
Rural tourism hostels . . . . . . . . . . . . . . . . . . . . . . . . 9
Tourist activities companies . . . . . . . . . . . . . . . . . . . . 32
Car rentals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
Shipping companies . . . . . . . . . . . . . . . . . . . . . . . . 25
Total number with tourist declaration. . . . . . . . . . . . . . . 1 247
Source: Tourist Planning, ICT/ Up to February 2014
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Acknowledgment TOP 15
1
First Place
2
First Place
3
Costa Rica
obtains 9 World
Travel Awards 2013
World and Central America`s
Happiest Countries
Best Wild Life
Destinations
World Travel Awards 2013
Travel Channel
Fox News
World Travel Awards
4
Fourth Place
in the
Top 10 World`s Reefs
5
Third Place
500 of the World´s Best Hidden
Travel Gems
National Geographic
Secret Jouneys of a Lifetime
7
First Place
The Best Latin or
South America Country
Tourism Bureau
8
10
Fourteenth
Place
Most Popular
Destination in
Adventure Travel
Travel and Lesuire
TripAdvisor
Most Popular
Ecofriendly Destination
TripAdvisor
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One of the
12 Best National
Parks in the World
Costa Rica among the 24
Honeymoon Destinations
in the World
Manuel Antonio National
Park: one of the most
beautiful National Parks in
the World
CCN International
Revista Forbes
13
First Place
Sexiest
Romance/Honeymoon Destination
- Latin America Best Selling
Destination - Latin America
Readers’ Choice Awards (15th
Annual Readers’ Choice Awards )
14
First Place
Top 5
Best Vacation Spots
in the World
First Place
TravelPulse, Agent@Home
Magazine, Vacation Agent
Magazine
6
Country Brands
Country Brand
Index 2010
FutureBrand
9
“Main
Chamber or
Tourism Board”
World Travel Awards 2012
World Travel Awards
12
First Place
Costa Rica: Crystal
Apple Award for Best
Destinantion 2011
Apple Vacations
15
Best Destination
in Central and
South America
Travel Weekly Reader’s
Choice Awards
2010-2011-2012-2013
Travel Weekly
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2.
ICT’s
TOP 10
1.
2.
Tourism in Costa Rica generates from 140,000 to 145,000 jobs within its population.
The Certification for Sustainable Tourism (CST) is a program promoted by the ICT that has served as a role model
of several countries across the globe due to its effectiveness and commitment to the environment. The main purpose of the
CST program is to transform the concept of sustainability into something real, and practical. For Costa Rica, it is a key initiative
to maintain the country’s competitiveness in the industry. Ultimately, the program looks to improve the way natural and social
resources are utilized, promote the active participation of local communities, and provide additional support for competitiveness in
the industry. Currently, there are 299 tourist companies within the CST program.
3.
Worldwide, the United States (U.S.) is the largest generator of tourism for Costa Rica. In 2013, 929,402 international
arrivals from the U.S. were reported. From Europe, Germany is the main generator of tourism for Costa Rica, with a total of 54,754
Germans in Costa Rica for 2013.
4.
Costa Rica has been and continues to be a pioneer of ecotourism industry. It was awarded as the predecessor of
5.
Happy Planet Index and Forbes magazine designated Costa Rica as one of the world’s happiest countries 2012, due to
6.
Our country has 478 hotels that are Tourist certified, which guarantees diverse options throughout the country, with
7.
Poás Volcano, located in Alajuela, is the volcano with the largest crater in all Central America, which makes it
8.
Costa Rica has very diverse microclimates, which help tourists –in short distances and periods of time, to experience different types
9.
Our country has 62 Protected Wildlife Areas (National Parks, Wildlife Refuges, Biological Reserves, among others), all
this type of tourism and has been recognized by the World Tourism Organization (UNWTO).
its life expectancy, natural resources, the Costa Rican spirit, job opportunities, among other attributes the country offers its citizens.
approximately 22,203 rooms available. The country has the largest amount of accommodations in Central America.
one of the most important tourist destinations in Costa Rica.
of environments that can truly fulfill their traveling experience.
of which have become highly regarded ecological destinations. In 2012, these sites reported 1,613,129 visitors –residents and
foreigners; this is a 6.9% increase compared to 2011.
10.
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Tourism in Costa Rica represents about 4.9% of the Gross Domestic Product (GDP), which makes it one of the
largest contributors to the local economy.
3.
Airlines
Flying
to
Costa Rica has a wide variety of air arrival and departure options.
Its two main international airports receive hundreds of flights per month from the main cities,
thus allowing a constant movement of passengers with modern and safe ports of entry. The
Juan Santamaría International Airport (Code SJO), is the main airport in the country
which is located in Alajuela. On its part, the modern Daniel Oduber International Airport
in Liberia (Code LIR), receives specific flights mainly for tourists who want to visit the area
of Guanacaste, Monteverde and La Fortuna. This comfortable airport connects to
beautiful beaches in one of the largest and most important tourist areas.
Costa Rica
Following are the details of the airlines flying to Costa Rica and
their itineraries (routes) as well
Juan Santamaría International Airport | Alajuela, Alajuela, Costa Rica
AIRLINE
AIRPORT ABBREVIATIONRUTE
FREQUENCY
• Interjet
MEX
DAV
Mexico City - San Jose
David - San Jose
1 flight per day
1 flight Mon, Tues, and Fri
• American Airlines
DFW
MIA
Dallas - San Jose
Miami - San Jose
1 flight per day
2 flights per day
• Air Canada
YYZ
Toronto - San Jose
1 flight Fri
• Aeromexico
MEX
1 flight per day
• JetBlue Airways
FLL
Fort Lauderdale - San Jose
MCO
Orlando -San Jose
• Copa
GUA
Guatemala City - San Jose
1 flight per day
1 flight per day
2 flights Mon, Tue, Wed, Thu, and Fri
1 flight Sat and Sun
• Copa / Condor
MGA
PTY
SAP
TGU
SDQ
Managua - San Jose
Panama City - San Jose
San Pedro Sula - San Jose
Tegucigalpa - San Jose
Frankfort - San Jose
2 flights per day
8 flights per day
1 flight per day
1 flight per day
1 flight Mon and Thu
• Delta
ATL
Atlanta - San Jose
2 flights per day
• Delta / Iberia
LAX
MAD
Los Angeles - San Jose
Madrid - San Jose
1 flight Mon, Thu, Fri, Sat and Sun
1 flight per day
• Avianca
BOG
SAL
SAP
Bogota - San Jose
San Salvador - San Jose
1 flight per day
1 flight Mon
1 flight Fri
• Avianca / Spirit Airlines
CCS
GUA
LIM
MEX
MGA
MIA
PTY
SAL
SAP
TGU
FLL
Caracas - San Jose
Guatemala City - San Jose
Lima - San Jose
Managua - San Jose
Miami - San Jose
Panama City - San Jose
San Salvador - San Jose
Tegucigalpa - San Jose
Fort Lauderdale - San Jose
1 flight per day
1 flight per day
1 flight per day
1 flight per day
1 flight per day
1 flight per day
1 flight per day
6 flights per day
1 flight per day
1 flight per day
1 flight per day
• United Airlines
EWR
IAH
Newark- San Jose
Houston - San Jose
1 flight per day
2 flights per day
SJO = San Jose, Mon=Monday, Tue=Tuesday, Wed=Wednesday, Thu=Thursday, Fri=Friday, Sat=Saturday, Sun=Sunday, Source: OAG Aviation Worldwide, October, 2013.
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Daniel Oduber International Airport | Liberia, Guanacaste, Costa Rica
Airline
American Airlines
Air Canada
JetBlue Airways
Copa
Delta
Avianca
United Airlines
US Airways
Westjet
Airport Abbreviation DFW
MIA
YYZ
JFK
PTY
ATL
SAL
EWR
IAH
CLT
YYZ
Route
Dallas – Liberia
Miami – Liberia
Toronto - Liberia
New York - Liberia
Panama City - Liberia
Atlanta - Liberia
San Salvador - Liberia
Newark - Liberia
Houston - Liberia
Charlotte - Liberia
Toronto - Liberia
Frequency
1 flight Sat
1 flight Mon, Thu, Fri, at and Sun
1 flight Mon
1 flight Sat
2 flights Thu and Sun
1 flight Mon, Thu, Fri, Sat and Sun
1 flight Tue, Wed, Fri and Sun
1 flight Sat and Sun
1 flight Fri and Sat
1 flight Sun
1 flight Mon, Fri and Sat
LIR = Liberia, Mon=Monday, Tue=Tuesday, Wed=Wednesday, Thu=Thursday, Fri=Friday, Sat=Saturday, Sun=Sunday. Source: OAG Aviation Worldwide, October, 2013.
Local
Costa Rica has different local airports with two airlines that fly inside the country: Sansa Regional
and Nature Air. The following map shows the connection routes of the country’s local flights.
Flights
For more information about itineraries, you can access the web site of each airline at:
SANSA REGIONAL:
http://www.flysansa.com/indexcr.asp
NATURE AIR:
http://www.natureair.com/
Domestic Destinations from San José
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SANSA REGIONAL:
N AT U R E A I R :
• Bahía Drake
• Liberia
• Puerto Jiménez
• Tambor
• La Fortuna
• Liberia
• Puerto Jiménez
• Quepos - Manuel Antonio
• Golfito
• Palmar Sur
• Quepos - Manuel Antonio
• La Fortuna
• Bahía Drake
• Nosara
• Punta Islita
• Tambor
• Golfito
• Palmar Sur
• Tamarindo
• Tortuguero
4.
Costa Rica’s
Tourist
Offerings
Costa Rica offers an array of tourist offerings in a natural
setting, hence providing enriching experiences that are
truly unique.
Since Costa Rica offers so many activities and sites to see, the country also enjoys high levels
of local tourism. With the tourism campaign project, “¡Vamos A Turistear!”, a number of
smaller destinations within the country are also very well-traveled by local tourist from other
parts of the country.
SEE PHOTOS OF VAMOS A TURISTEAR (LET’S TRAVEL!)
Sun & Beach
Costa Rica has an advantaged position in the heart of Central America, that spans
51,000 square kilometers (19,730 square miles) with beaches surrounded by the Atlantic
and the Pacific oceans that are only parted by a three-hour car ride or a 45-minute flight
from San Jose.
Costa Rica’s beaches offer recreational activities, plenty of watersports and a variety of
relaxation options. Tree-covered beaches in their natural state have few tourists, offering
quite, quaint beaches that are not overpopulated.
The Caribbean region is well-known for its aquatic ecosystems and its black and white sand
beaches, which are perfect for recreational activities, such as surfing and diving in crystal
clear waters, and enjoying walks along the beach and soaking up some rays.
The Pacific coast is popular
among tourist, as its beaches
are favored for surfing, including,
Esterillos, Jacó, Hermosa, Boca
Barranca and near Marino Ballena
National Park beaches as well as
the Pavones region, where the
famous “ longest left wave “ is
formed.
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Ecotourism
Costa Rica is an energetic country, where nature is expressed throughout all
its splendor thanks to the extraordinary biodiversity that exists in the country.
Ecotourism exists due to the country’s natural and beautiful ecological and geological
features, combined with activities that include bird watching, flora and fauna, volcanoes,
hiking, walking trails, national parks and more.
The territory is divided into 20 natural parks, 8 biological reserves and a series of protected
areas that attract those who love eco-tourist activities.
Expedition an tour offers are diverse and include horse-back riding, walks along mountain
trails, guided tours for bird watching, forest and landscape tours, as well as aerial trams,
lakes and rivers full of fauna and flora.
This tourist product and services offerings not only aim at offering beautiful natural
experiences to tourists but also to educate them about the importance of protecting natural
resources.
Adventure
Adventure travel in Costa Rica has been developed around natural environments
related to sports or hobbies that require certain skills and physical and energetic
levels.
One of Costa Rica’s main attractions -for which it is internationally well-known, is sports and
adventure activities. Costa Rica is a land of volcanoes, humid and cloudy forests, huge waterfalls
and large rivers. This generous nature makes it difficult to decide among the varied options of
activities that include:
• rafting
• windsurfing
• diving
• kayaking
• sport fishing
• surfing
• canopy
For those who love adventure tourism, Costa Rica
is a destination where emotions and adrenaline
are plentiful. Along the year, and in most parts of
the country –either by water, land or air, you can
choose from a wide variety of activities for the
entire family that are usually developed in natural
scenarios where memorable experiences can be
enjoyed.
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Rural
Tourism
This product includes two types of tourism:
• Rural Community Tourism (TRC, for its name in Spanish):
“Tourist experiences sustainably planned and integrated to the rural
environment and developed by local inhabitants organized for the
benefit of the community.”
• Rural Tourism (TR, for its name in Spanish): “Tourist experiences sustainably integrated to the rural environment
and developed by individual entrepreneurs.”
In both cases, the basic elements for this type of product are that the options are developed in
the rural environment, with products based on rural aspects. Placing the assets in local hands
allows the diversification of traditional tourist products, offering the knowledge about the
natural patrimony, the enjoyment of leisure activities and the coexistence with the culture of
hosting communities, as well as promoting the agricultural culture and traditional technologies
of the community.
At the same time, this tourist product is a means to generate the local sustainable development.
Therefore, it fulfills a social purpose. Moreover, the activities included in this type of product are
highly varied but, initially, they include tours and experiences at agricultural productive farms,
accommodation at tourist hostels, and traditional gastronomy.
This tourist product relates the cultural patrimony to cultural elements of rural aspects that, at
the same time, reinforce the local identity, thus making it a distinguishing element, which allows
fulfilling a demand that looks for what is genuine, different, and exotic and life experiences as
part of the tourist’s differentiation while traveling.
In this way, the field of operation is not limited to specific sites but to zones –within or outside
tourist destinations, where the existing offer aims at fulfilling future requests of the demand.
Rural community tourism is one of the activities that, little by little becomes an important tool in
developing those rural communities that have this potential and are in the capacity of competing
with other high-quality attractions. It is structured as follows: assets, history, nature talents, and
reliability of the rural world in a recipe that is unique in the world and impossible to imitate
–as genuine as specific. This is what rural community tourism is: a unique tourist product, an
important tool for developing communities and for strengthening the Costa Rican identity.
15
Nautical
Tourism
It refers to tourist, recreational, and sport nautical activities which, due
to their recreational or relaxing nature, aim at offering the tourist a life
experience on a boat. It includes activities such as: sailing, sport and tourist fishing,
boat rides, and others.
The operation of these activities is developed along both coasts, and it includes navigating
on rivers, lagoons, and dams –provided that they are legally executed.
In the case of sport fishing, its operation requires special conditions such as fuel or services
that limit the activity to marinas or tourist piers formally and sustainable established.
Wellness
Wellness tourism is included in the promotion of vacations, recreation
and leisure, and it is related to services especially designed to fight
stress and fatigue. It includes services such as massages, spa, relaxing wraps,
chiropractor, physiotherapy, hydrotherapy, hot springs, relaxation, and resting in natural
and quiet environments, contact with the environment, naturalistic food, and others.
A tourist in this category will consume traditional tourist services -hotels, restaurants,
transportation, attractions, and others) related to a vacation trip.
Since well-being tourism is included in
the promotion of vacations and leisure,
it is part of the current positioning of
the destination in the international
markets. Regarding the support to the
development of this type of products,
it is perfectly consistent with all
marketing and promotion efforts.
16
Events
and
Conventions
The Events and Conventions product covers activities related to the organization,
promotion, sale, and distribution of meetings and events; products and services
that include governmental, companies and associations meetings; business
incentive trips, seminars, congresses, conferences, conventions, exhibitions,
and fairs.
In order to develop tourism for the conventions and congresses product, the existence of a
supplier network that supports the rendering of tourist services is required.
This network includes accommodation services, gastronomy
places, bars, and similar businesses of tourist interest, as well as
companies specialized in organizing events, and service suppliers
in this particular area.
This tourist product will be strongly promoted with the future Centro Nacional de
Congresos y Convenciones de Costa Rica (National Center of Congresses and
Conventions of Costa Rica), which will fulfill the demand of the Meetings, Incentives,
Congresses and Exhibitions segment (MICE) by incorporating a sustainable design and
state-of-the-art technology to maximize the Costa Rican business strengths. This 15,000
square meters (161,458.5 square feet) building, located eight kilometers (about 5 miles)
from Juan Santamaría Airport, will have a space for exhibitions, convention centers, VIP
meeting rooms, press rooms, kitchen areas, halls, restrooms, and restaurants; it will also
have a parking area, among others. This site will have the capacity to host more than three
thousand participants in a sustainable, innovative, and spacious environment.
17
5.
Destination
Differentiation
Traditional Costa Rican Gastronomy
The training program on traditional gastronomy and cocktails is part of the strategy
to differentiate and consolidate destinations.
This component consists on developing
a training and dissemination program of
traditional Costa Rican cuisine and cocktails
as a differentiating element of the options
for tourist services in the different areas of
the country.
Born in 2010 as an alliance among three
institutions; the Instituto Costarricense de
Turismo (Costa Rican Tourism Board -ICT),
Ministerio de Cultura y Juventud (Ministry of
Culture and Youth -MCJ) and the Instituto
Nacional de Aprendizaje (National Learning
Institute -INA), by taking advantage of the
strengths of the three entities: the MCJ with
the research made about the gastronomical
preservation by province, INA’s experience in
training about gastronomy, and the strategy
for differentiating destinations from ICT by
incorporating cultural identity.
Since 2011, the program for recovering the
Traditional Costa Rican Cuisine has trained
more than 800 chefs at a national level,
in order to promote more culinary options
of traditional dishes in restaurants, by
training the staff about the different Tourism
Planning Units of the country, as well as
18
YEAR
ACTION
# PEOPLE TRAINED
2010 - 2011
24 workshops on traditional food
2009 - 2011 38 workshops on barismo
2009 - 2011 Handling
2012 12 workshops on traditional food
12 Workshops cocktail 881 chefs-cooks
760 baristas
441 chefs-cooks
240 bartender
2013 10 workshops on traditional food
400 chefs-cooks
10 workshops on cocktail making
400 bartenders
greater appreciation for the Costa Rican
culture.
Its purposes are based on including cultural
components offered through different tourist
services, as diversifying and differentiating
elements of tourist products and destinations.
As well as creating local capacities for
tourist PYMES to diversify the current
options by including the gastronomy and
cocktail component, as part of a renovated
and differentiating tourist product. And, it
wants to make tourist entrepreneurs aware
for them to renew their options by including
cultural components that differentiate the
destinations.
Finally, it tries to recover tastes and
preparations specific to each region of the
country, as significant elements to reaffirm
local, regional, and national identities.
In summary, this program aims at
strengthening the tourist development model
that has characterized and differentiated
Costa Rica in promoting options that allow
democratizing the income generated by the
tourist industry, thus providing different
possibilities to include PYMES regardless of
their size, in the destination where they are
located and of the services they offer; as well
as adding a different and authentic element
to tourists’ travel experiences.
Local Cultural Projection
The Instituto Costarricense de Turismo (Costa Rican Tourism Board -ICT)
has a process in training and creating handmade products.
allows the participant to create his/her own
product prototypes, from which an entire line
of handmade products can be marketed.
This initiative, which aims
at
differentiating
the
destinations and showing
part of the cultural wealth of
our country, has developed
different workshops for
artesans, which will provide
the tools for a better
marketing of products that,
besides being beautiful, will
be of high quality.
The Artesanías con Identidad (Handcrafts with
Identity) program is developed in different
stages where the production of each artesan
of the area under execution is appreciated.
Then, the identification of the artesan and
the detection of his/her style is made, which
is combined with his/her identity. Based on
the different identifying elements, a designed
line for handcrafts is established, so that it
The process also responds to an established
plan that identifies the creative potential of
the communities involved and the capacity to
develop a production with a regional identity
and a differentiating mark of the destination.
As part of the strategy to improve the
competitiveness of tourist destinations
and products and aimed at incorporating
the cultural component as differentiating
element of destinations, local capacities and
the promotion of the artistic cultural identity
such as dance, music, and natural patrimony
are being generated and they allow giving
tourists innovative experiences that are highly
appreciated by those who prefer options of
sustainable and cultural tourism.
and Cartago. These groups are:
• “Limón Dulce” in Guápiles
• “Puntarenas Lleno de Vida” in
Puntarenas
• “Arroz con Mango de Occidente”
and “La Garua” from Cartago
Whose products have a local identity that
becomes a distinguishing characteristic that
is expressed in originality and quality of
handmade products created and exhibited.
http://www.visitcostarica.com/ict/paginas/folletos/2012/
ARTESANIAS_IDENTIDAD/Artensanias_Identidad.pdf
Regarding the cultural option, artesan groups
of the Design Program of Artesanías con
Identidad stand out –which have been trained
by ICT. By this date, there are four groups
representing Guápiles, Puntarenas, Alajuela
19
6.
Tourism
Planning
Units and their Main Attractions
Central
Valley
It is the country’s main entrance ...
Offers the possibility of enjoying a variety
of cultural and natural tourist attractions,
including the best museums of the country:
Gold Museum, Jade Museum, National
Museum, Costa Rican Arts Museum, La
Salle Natural Science Museum, Insects
Museum from the University of Costa
Rica, Contemporaneous Art and Design
Museum, Children’s Museum, among
others. Moreover, it has Costa Rica’s best
architectural treasure –The National Theater.
All of them are located in the capital city.
National Parks located in the Central Valley
protect the main volcanoes of the area:
Poás, Braulio Carrillo, Irazú and Turrialba.
All of them have road infrastructure to visit
them and enjoy their birds, landscapes,
craters, and natural forests.
The capital -San José, covers most of
the governmental services. However, the
20
remaining capitals of province -Alajuela,
Heredia and Cartago, have a series of highquality commercial and tourist services.
The Central Valley, as a tourist area, has
two highly beautiful areas which represent
real tourist destinations -Turrialba and Los
Santos Valley. Rural towns offer beautiful
scene views and offer a glimpse of ancient
Costa Rica –with its houses made of
bahareque, and the presence of large coffee
farms, sugar mills, and dairy farms.
Rural areas in the Central Valley
are perfect for tourists to enjoy
horseback riding tours to places
such as: Turrialba, Santa María
de Dota, Atenas, Palmares,
Zarcero, as well as Escazú, Santa
Ana, Puriscal and others?
Tourist Map Central Valley
Offer of Accommodation Companies with ICT’s Tourist Declaration – Central Valley
Stars
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Quantity 16 305 32 550 55 1562 46 2856 20 3216 1698489
Emp. (Accommodation Companies) Hab. (Rooms available) / Up to January 2014
21
Mid
Pacific
This region of the country extends from the city of Puntarenas
to the mouth of Barú River –in the area known as Dominical de
Osa. It has three cities of great interest and tourist development
-Quepos, Jacó and Puntarenas.
It includes the islands of the Gulf of Nicoya
because the access to these islands is
made from Puntarenas. This is a region
with humid and rainy weather; therefore,
beaches and hills near to the coast have
greater biodiversity. Consequently, there
are transition tropical forests –from tropical
dry forest to tropical rainy forest. These
ecosystems are the habitat for several species
of plants and animals that are protected in
different wildlife areas.
This area also includes Coco’s Island which,
despite being almost 600 Km (372 miles)
from Puntarenas, jurisdictionally belongs to
the province.
The main attractions in this region are:
• Coastal attractions
• Protected wildlife areas
Regarding the coast, it is composed
of multiple and beautiful beaches –
some of them are located less than
two hours from San José; therefore,
you can quickly visit them. In regards to
wildlife areas, there are wildlife refuges,
22
national parks and biological reserves.
Other important attractions are cultural and
recreational. We also have to include the
different events –mainly sports events, which
characterize this region. It is important to
emphasize the scenic view of the Costanera
highway that joins the Caldera sector to
Quepos and Manuel Antonio.
Manuel Antonio National
Park protects 12 islands
that are perfect refuges
for different species of
seabirds?
Tourist Map Middle Pacific
Offer of Accommodation Companies with ICT’s Tourist Declaration – Middle Pacific
Stars
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Quantity 5 118 12 258 23 800 9 444 6 449 542069
23
South
Pacific
The main entrance and distribution center is the city of Pérez Zeledón;
its limit goes along the border of the region including the attractions of
Tinamastes range such as Nauyaca Waterfalls, Platanillo town, and
up to Barú River. The latter starts in the coastal sector that goes up to
Punta Burica with a total extension of 49 0 Km (30 4 miles).
• The main product is ecotourism,
especially that made in the :
Sport fishing can be practiced
with no problems due to
the richness of Golfo Dulce
and different places or
communities that offer these
services in a sustainable and
responsible way. Some of
them are: Puerto Jiménez,
Golfito and Zancudo?
24
The main activities are the beach and the
marine resources –whale and dolphin
watching. Other activities are watching
mangroves, landscapes, reptiles, sport
fishing, surfing, walks along trails in
national parks, professional diving,
energy treks to the Chirripó Mountain,
the enjoyment of botanical gardens, and
amazing waterfalls in
protected areas are
part of the main
product
offered
by the tourist unit
accessed
through
this
information
office.
- Sierpe-Térraba Wetland
- Golfo Dulce Forest Reserve
- Marino Ballena National Park
- Caño Island Biological Reserve
- Corcovado National Park.
• Beach tourism has great potential
in the coastal sector of:
- Dominical-Piñuela
- Platanares Beach
- Zancudo and Pavones
• The mountain product is identified in
the Talamanca Mountain Range subunit where San Gerardo de Rivas and
San Vito de Coto Brus –which are
centers that give access to Chirripó
National Park and La Amistad World
Heritage, stand out.
Tourist Map South Pacific
Offer of Accommodation Companies with ICT’s Tourist Declaration – South Pacific
Stars
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Quantity 3 35 4 141 14219 14408 - - 35803
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Puntarenas
and Nicoya
Gulf Islands
Puntarenas and the Gulf islands have an area of 2,442
km2 (942 square miles) and 425 kilometers (264
miles) of coast. This unit is characterized by the spatial
discontinuity because it includes the Nicoya Peninsula
sector and the city of Puntarenas.
The union between both coasts is made
through maritime transportation. The unit
extends from Punta Conejo –to the south
of Puerto Caldera, to the mouth of Bongo
River.
Puntarenas is one of the most
important tourist regions of
Costa Rica.
Its coasts are enriched with several islands,
creeks, beaches, and highly beautiful natural
treasures that make it a tourist destination
par excellence. Its main center is the city
of Puntarenas, which serves as a place to
stay, a distribution, stop and excursion site.
Traditional hotels and cabins near the sea
and the famous all-inclusive hotels mainly
prevail in its tourist development.
The peninsular sector has important tourist
development centers such as Tambor,
Santa Teresa and Montezuma which have
amazing natural beauty where beaches
26
and sun are a highly appreciated attraction.
Cabo Blanco Absolute Natural Reserve, San
Lucas, Chira, Tortuga and Coco’s islands
also stand out.
The Monteverde area, located to the
north of the city of Puntarenas, is one of
the most important areas at national and
international level because it is known
worldwide due to its pro-conservation
efforts and a lifestyle focused on respecting
nature.
The diversity of flora and
fauna in natural areas,
natural coastal landscapes,
and cultural aspects make
video and picture taking
one of the activities tourists
practice the most?
Tourist Map Puntarenas and Nicoya Gulf Islands
Offer of Accommodation Companies with ICT’s Tourist Declaration – Puntarenas
Stars
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Quantity 6 83 5 112 13 342 10 803 1 402 351742
27
Northern
Plains
The Northern Plains have different protected areas, lakes,
lagoons, volcanoes, rivers and waterfalls; therefore, and in order
to properly use these remarkable features, a thriving tourist
development has been taking place in services and adventure
sites to enjoy nature.
Since it is highly rainy, it has always green
humid forests and fertile plains, natural
environments that are sanctuaries for water
birds, reptiles, mammals and the prehistoric
Gaspar fish; therefore, they are sites of
interest for those who love to see wild fauna.
There, you can find rivers that allow
developing adventure activities and enjoy
nature watching -Peñas Blancas, San Carlos,
Toro, Puerto Viejo and Sarapiquí rivers. Some
of them are highly important for navigation
purposes.
The Sarapiquí region, with its biodiversity,
it is part of this region and is well-known
as a scientific research site and as the last
stronghold of endangered species such as
the green macaw.
Arenal Volcano is located 7 kilometers
(4.35 miles) from La Fortuna. Its area is
33 square kilometers (about 12.74 square
miles). It has been constantly active since July
28
29th, 1968. It has two different landscapes
–one covered with exuberant vegetation
that hosts a variety of wild fauna, and a wild
area of lava flows and sands resulting from
constant eruptions. It is considered the main
attraction of the area, and the observation
takes place in the day or at night due to the
possibility of enjoying some of its constant
explosions and eruptions. Additionally, this
area is appreciated due to thermal waters
that provide unique relaxation surrounded
by local nature.
There are tourist and recreation
companies
in
different
communities that have developed
facilities to enjoy adventure
activities and which are developed
in hanging bridges, natural trails,
and treetops. Some of them are:
Fortuna, La Virgen and Puerto
Viejo de Sarapiquí?
Tourist Map Northern Plains
Offer of Accommodation Companies with ICT’s Tourist Declaration – Northern Plains
Stars
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Quantity 8 119 17 391 23970 6 409 4 253 582142
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Guanacaste
With a total area of 9,529 km2 (about 3,679 square miles) and more
than 700 kilometers (about 434 miles) of coast, the Guanacaste
tourist unit includes Costa Rica’s Pacific Coast –from the border with
Nicaragua up to the mouth of Bongo River in the Nicoya Peninsula.
This unit includes an important
part of the Costa Rican natural
and cultural patrimony. This is
why, there is a significant number
of protected areas that include
aquatic, land, mountain and
coastal ecosystems where life is
abundantly developed.
Tourist activities that might be
developed in Guanacaste are
varied and they can be related
to relaxation, health, culture,
adventure, nature and to sports
and recreational aspects?
The unique beauty of its landscapes –
from tropical dry forest to low mountain
forest and its warm weather, as well as
its fertile nature, have made Guanacaste
one of the places most visited by local and
international tourists, and it is one of the
regions with the greatest development
–based on high-investment hotels with
potential of direct demand. Additionally,
this region offers mountains that are
perfect to enjoy zip lining and other
adventure activities.
Along the Guanacaste coast, there are
several beaches surrounded by warm
waters of the Pacific Ocean. The landscape
of the coast is great. There are large white
sand beaches and the quiet sea is blended
with intense blue colors.
The northern sector of the unit has two
distribution centers -Liberia and Santa Cruz
which, at the same time, interrelate with
five important tourist development centers
-Papagayo, El Coco, Flamingo, Conchal and
Tamarindo. The southern sector includes
Nicoya distribution center and Samara
development center.
Fotografía Vera Vargas | Compañía Danza HUANACAXTLE, UCR Sede Guanacaste
30
Tourist Map - Guanacaste
Offer of Accommodation Companies with ICT’s Tourist Declaration – Guanacaste
Stars
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Quantity 15 265 19 398 43 1599 16 1174 11 2928 1046364
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Caribbean
This tourist unit has an extension of 9,177 km2 (about 3,543
square miles) and 320 kilometers (about 198 miles) of coast. It
includes the Costa Rican Caribbean coast which goes from San
Juan River up to Sixaola River at the border with Panamá.
The city of Limón is located in the
central sector of the tourist unit
and it represents a distribution
and scale center of tourists.
and Afro-American culture in the towns
of Cahuita, Puerto Viejo and GandocaManzanillo, which are located in the
southern sector of the tourist unit, with
high-quality beaches where there is a
combination of activities of adventure
and natural history that are definitely
complemented with culture, gastronomy,
and music.
Coral reefs, multi-colored
sand beaches –from black to
yellow and gray sands, coastal
The main attraction in the northern sector
of the unit is egg-laying of green turtles on
the beaches of Tortuguero National Park
and Barra del Colorado Wildlife Refuge
–a privileged place for sport fishing of
sea bass, shad and other species. The
aforementioned is complemented with the
waterway system that joins Puerto Moín
with Barra del Colorado, which constitutes
a singular attraction and, at the same
time, the only transportation means.
The unit shows a unique combination -in
the country, of beach, natural resource,
32
vegetation and mediumheight forests stand out.
The Caribbean zone has scenic
roads, adventure and recreation
sites that allow bike-rides or
mountain-bike rides. Visits to
beaches and mountains are some
of the activities of particular
interest?
Tourist Map Caribbean
Offer of Accommodation Companies with ICT’s Tourist Declaration – Caribbean
Stars
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Quantity 7 173 3 65 11296 1 98 - - 22632
33
7.
Most
Significant
Statistics
• Estimation of tourists’ expenses and stay
http://www.visitcostarica.com/ict/backoffice/treeDoc/files/7C91_
Estimaci%C3%B3n_GMP_TODAS_VIAS_2009-2011.pdf
• Visit of Residents and Non-residents to
Protected Wildlife Areas
http://www.visitcostarica.com/ict/backoffice/treeDoc/files/C037_Visita_
Areas_Silvestres_Protegidas_2002-2009.pdf
• Levels of international demand by UPT
http://www.visitcostarica.com/ict/backoffice/treeDoc/files/442D_Pisos_
demanda_internacional_UPT_TODOS_LOS_PUERTOS_2006-2011.pdf
8.
Press
Releases
and Summaries
of Press Tours
The Instituto Costarricense de Turismo (Costa Rican Tourism Board -ICT) makes
available all press releases 2013 as well as the summaries of press tours that have
been made in the last two years.
In this section, you can find important information that has been disclosed.
• P ress Releases
Summaries of Press Tours
34
Golfito
Cartago
http://www.visitcostarica.com/ict/pdf/GP_Golfito.pdf
http://www.visitcostarica.com/ict/pdf/GP_Cartago.pdf
Nicoya Peninsula
Puntarenas
http://www.visitcostarica.com/ict/pdf/GP_Peninsula_
Nicoya.pdf
http://www.visitcostarica.com/ict/pdf/GP_Puntarenas.
pdf
9.
Summary
Costa Rica’s National Sustainable Tourism Plan 2010-2016
The Instituto Costarricense de
Turismo (Costa Rican Tourism
Board -ICT) aims at promoting a
development model focused on
a balance among the financial,
natural, human, and social capital.
This results in the attraction of
investments, the preservation and
rational use of biodiversity and
natural spaces, the participation and
integration of local communities, and
the preservation of Costa Ricans’
customs and traditions, which take a
strategic significance for preserving
comparative
and
competitive
advantages of the country as a
tourist destination par excellence.
The tourist strategy refers to a series of
actions that will be needed to achieve the
development model planned, which aims at
positioning a “tourist brand” always hand in
hand with the concept of sustainability. The
following purposes are the genesis of this
plan:
- Keep the tourist industry as one of the
main driving forces of the country’s
economy, which generates direct and
indirect benefits for human development.
- An activity with high-quality standards
and with a wide variety of competitive and
high-impact products in social well-being.
- Tourism will be the country’s sustainable
means, human wellbeing, and it will
promote opportunities for local direct
participation.
As part of the strategic selection for Costa
Rica, choosing a combination and describing
the most outstanding characteristics,
assumptions, or ambitions related to the
following decision is implied:
BE DIFFERENT:
Costa Rica should keep the differentiation it
has reached up to this moment in order to:
• Control the way how the territory is used,
and try to reduce impacts on tourist
resources.
• Invest on improving tourist attractions to
expand the production base of tourism.
• Strongly promote the innovation of tourist
products, strategic marketing planning
and integrated management of marketing
for the continuous improvement of
competitiveness.
• Have an adequate system of tourist
governance
through
institutional
strengthening and private, public
and
community
inter-institutional
coordination.
• Invest on improving human resources,
the preservation of values and the Costa
Ricans’ way of life.
• Improve the level of training and
comprehensive training in sustainable
tourism –both, in making civil society
aware and in obtaining professional
technical knowledge and tourism job
skills.
• Promote fundraising strategies, economic
incentives, and financial and non-financial
mechanisms, micro-credit systems and
business promotion that allow executing
programs for sustainable tourism.
• Gradually become the classic destination
par excellence for nature tourism.
35
New
Options
for
New Tourists
Costa Rica needs to create new
options for new tourists.
To do this, the country needs the following:
• Improve the quality and focus on the business model that fulfills the expectations
of new demand segments intended.
• Keep the offer of small and medium-sized businesses with high-quality
personalized services.
• Improve the marketing capacities from private companies with the opening of
new channels.
New Options
• Innovate with new tourist products, and simultaneously strengthen the market
and marketing to improve the presence in current and potential tourist markets.
• Develop, equip and provide elements required to create, improve, and consolidate
new competitive tourist products able to attract new demand segments.
• Strengthen the chambers and other union-like organizations to support the
management process of tourist spaces.
• Promote local tourism as a way to socialize the benefits of tourism and
allow enjoyment, recreation and relaxation in an affordable way for the local
population.
Better Growing:
Costa Rica should grow better –both, regarding volume and appropriate
demand profiles for the country’s tourist model. Therefore, the following
should be done:
• Improve the knowledge about markets that potentially generate the intended
profile.
• Classify and determine the characteristics of the marketing chain intended for the
country, and support the opening of channels for private sectors that have less
capacity for this purpose (product networks, reservation centers, among others).
• Expand the benefits of the activity to companies, communities and tourist institutions
and to the society to enjoy recreation and social tourism.
• Support the growth of internal tourism.
36
Future Goals
By looking at this strategy, it is possible to forecast
the future goals in hand with quality, growth, and
sustainability.
An average increase of 5% is expected regarding
the number of international tourists compared to
the number that arrived in 2010.
For 2016, it is estimated to have 2,700,000 tourists
arriving in Costa Rica.
Source: ICT. Development and Planning Macro-process
2016
+500
tourism
enterprises
Increase, at least, 500 tourist companies certified under the standard of the
Certification for Sustainable Tourism (CST) program. It is calculated from
a base of 183 that were created in 2010, which corresponds to 53 new
companies per year -approximately. Currently, the country has 299 tourist
companies with CST.
Finally, increase by 10% the percentage of hotel rooms with tourist declaration
issued by ICT for them to represent about 60% of the national supply. It is
calculated from a base of 49% declared in 2010.
With this tourist strategy, it is intended that economic profits exceed two
thousand five hundred million dollars by 2016; this is, an increase of more
than 500 million dollars since 2010.
37
10.
Sustainable
Tourism Top
5ustainable facts
1.
2.
3.
4.
5.
Costa Rica covers less
than one percent of
the planet’s surface
-51,100 square
kilometers (19,730
square miles), but
it hosts 5% of the
world’s biodiversity
and 3.5 percent of
the world’s marine
life, thus making it
one of the countries
with more biological
richness in the world.
Costa Rica hosts more
than 500 thousand
species of flora and
fauna, including:
Costa Rica has three
sites declared by
UNESCO as World
Heritage Sites:
• more than 850
species of birds
• Coco’s Island
In almost 26 years,
Costa Rica went from
having 21% of wooded
territory to over 52%,
making it one of the
Globally, Costa Rica
is the first destination
leader in ecotourism
and then in sustainable
tourism –a concept that
reaches a balance in its
economic development,
thus respecting the
patrimony and including
the communities as
part of that growth,
which makes hundreds
of tourists value our
country as a destination
par excellence and
responsible as well.
• 150 species of
orchids
• 100 species of
frogs, and 150
species of bats.
• La Amistad
National Park
• Guanacaste
Conservation
Area
few countries in the
world that recovers
its forests, which are
home to about 11% of
bat diversity and 10%
of the entire planet
Earth ferns.
Sustainability is a concept related to an economic model; this is, an alternative way to set the
future development and, as such, it is applicable to tourism and to any other productive and
service activity as well. Sustainable tourism is the economic activity where the environment is
respected, thus causing the least impact possible and being friendly with the country’s social
and cultural environment.
As a model, sustainability should be promoted in a continuous change process where different
participants are involved and that includes, at least, private companies, municipalities,
government, communities, tourists, and workers.
Unlike the traditional model, this focuses on demand that is intensive in the use of artificial capital
(financial capital), the supply model trusted by Costa Rica looks for a balance among financial,
and natural, human, and social capital? Therefore, elements such as attraction of investments,
the conservation and rational use of biodiversity and natural spaces, the participation and
integration of local communities and the preservation of our customs, traditions, and the way
of being, have a strategic significance for keeping the country’s comparative and competitive
advantages as a tourist destination.
38
Certification for Sustainable Tourism (CST)
The Certification for Sustainable Tourism (CST) is a program
of the Instituto Costarricense de Turismo (Costa Rican Tourism
Board -ICT) designed to categorize and distinguish tourism
companies according to the degree in which their operation reaches
a sustainability model –regarding the management of natural,
cultural, and social resources.
The main purpose of the CST is to transform the sustainability concept into something real,
practical and required within the country’s tourist competitiveness, in order to improve
the way to use natural and social resources, promote the active participation of local
communities, and provide new support for the competitiveness of the business sector.
Total companies with CST in Costa Rica
Type
Quantity
Lodging companies 223
Tour operators
70
Rent a car
6
Theme parks
5
Total304
• It is valid for two years. After that, the company should undergo again a new
evaluation to determine its level of sustainability.
• This award is granted by the National Accreditation Commission located in
Costa Rica.
The Instituto Costarricense de Turismo (Costa Rican Tourism Board -ICT) is the official entity
responsible for the program. However, the program is supported by a National Accreditation
Commission confirmed by Executive Decree (No. 27235-MEIC-MINAE) with the participation
of all sectors related to this issue. Therefore, the academic sector is represented by the
University of Costa Rica and INCAE. The private sector is represented by the Cámara
Nacional de Turismo (National Tourism Chamber). The participation of international entities is
represented by International Union for Conservation of Nature (IUCN), and the public sector
is represented by the Ministry of Environment and INBio, in addition to the ICT –which is in
charge of coordinating its execution and implementation, and directing the CNA.
The CST program has been internationally awarded in different occasions and it is recognized
by the World Tourism Organization (UNWTO) as a standard that reflects the new way to make
and operate tourism, by keeping in mind that several international destinations have based
their efforts on Costa Rica’s advances, and they have imitated these actions that distinguish
and preserve the tourist activity. This standard has been in force since 1997, and the first
group of Costa Rican companies received the certification in 2001.
39
Benefits
For the country:
Be distinguished as a destination
by offering a tourist product with a
connotation of sustainability and better
international image.
For the
entrepreneur:
Have
a
new
competitiveness
element based on a positive way to
be distinguished, as well as a series of
benefits from the ICT.
For the
tourist:
the logo of the CST guarantees a good
environmental, cultural and socio-economic
management and will allow a responsible
selection –in addition to learning good habits
to implement within the family.
of the
CST
Levels of Sustainability
Level
0
Compliance %
< 20
120-39
240-59
360-79
480-94
5
> 95
Obtaining the first level means that the company has made the first step to be in the
sustainability way or process. The following levels correspond to more advanced statuses
in the specific processes evaluated, thus being completed by receiving level 5 –where a
company is considered as a model in terms of sustainability.
The rating depends on the percentage of positive actions being developed by the company
according to sustainability.
40
Bandera Azul Ecológica (Blue Ecological Flag)
The Bandera Azul Ecológica (Blue Ecological Flag) program aims
at establishing an incentive to promote the organization of local
committees in coastal areas, communities, schools, protected natural
spaces, and other tourist and environmental areas in order to
guarantee their conservation and the development according to the
protection of natural resources, the search for better hygiene and
health conditions and to improve the Costa Rican public health.
Blue Ecological Flag is awarded annually to communities and schools that, by the end of the
year, have at least 90% of the total score. In the case of the for Coastal Communities, they are
recognized for the additional effort with Two Stars and now up to Four Stars if they make efforts
in other aspects that have been considered to reach a comprehensive development within the
intended approach.
This program is an inter-institutional effort, confirmed by Executive Decree # 25626-96, Decree
# 31610 S-MINAE-TUR and Decree # 31648 MEP-MINAE-S-TUR, dated on February 9th, 2004,
where the Instituto Costarricense de Turismo (Costa Rican Tourism Board -ICT), Instituto
Costarricense de Acueductos y Alcantarillados (Costa Rican Aqueducts and Sewer
Institute -AyA), Ministerio de Salud (Ministry of Health -MS), Ministerio del Ambiente
y Energía (Ministry of Environment and Energy -MINAE), Ministerio de Educación
Pública (Ministry of Education -MEP), Cámara Nacional de Turismo (National Chamber
of Tourism -CANATUR), Instituto Costarricense de Electricidad (Costa Rican Electricity
Institute -ICE), Red Costarricense de Reservas (Costa Rican Reserve Network),
Ministerio de Agricultura y Ganadería (Ministry of Agriculture -MAG), and the Caja
Costarricense del Seguro Social (Costa Rican Social Security System) participate.
Besides being a program that coordinates efforts of the institutions involved, it also
allows civic participation because, in order to participate, the Pro BAE Committee
should be established in the participating community and school -since they are the
ones that implement the actions promoted in the Program and who will be responsible
for obtaining the award.
41
11.
Country
brand
Costa Rica has a country brand that is used as our country’s
positioning, differentiation and competitiveness tool before
possible investors, tourists and international buyers of
Costa Rican products.
This brand was made after an extensive research, analysis, dialogue, and
consensus process that involved the private and the public sectors.
Focus:
Value Facilitator:
• Natural beauty
• Exclusive
•Location
• Specialized
• Biodiversity
• Refinement
• Diversity
• For experts
• Human talent
• Takes advantages of
future opportunities
• Growth
•Quality
• Entrepreneurial Vocation
• Productive
•Platform
It was developed through a coalition among the:
•
•
•
•
Instituto Costarricense de Turismo (Costa Rican Tourism Board -ICT)
Ministerio de Comercio Exterior (Ministry of Foreign Trade -COMEX)
Promotora de Comercio Exterior (Foreign Trade Promoter -PROCOMER)
Coalición Costarricense de Iniciativas de Desarrollo (Costa Rican Coalition of
Development Initiatives -CINDE),
As a comprehensive brand that will strengthen all the tourism promotion efforts, the promotion
of exports and the attraction of investments.
The country brand will allow expressing a main, articulated and consistent idea of the country,
thus distinguishing from its competitors.
42
Genuine:
Pride:
• Peacefu
• Pura Vida
• Supportive
• Receptive
• Friendly
• Open to exchanges
• Hospitable
• Welcoming
• Kind
• Multi-cultural
• Positive
• Creative
The development of this brand
implied an intense research,
analysis, design and testing process
in international and national
audiences
where
companies
specialized in communication,
perception and country brand
development participated.
The country brand aims at positioning Costa
Rica as a site that, besides being recognized
as a undeniable destination of natural
beauty, also concentrates an industry of
high technology and innovation, and has
wide capacity for exporting high-quality
products –all this, thanks to the talent and
entrepreneurial spirit of its people.
Work was done along with international
experts in the communication industry in
order to have a high-quality and efficient
distinguishing tool.
In essence, Costa Rica is a concentrated
country full of a unique and exclusive
value mainly generated by its people. This
is the main ideal that helped develop the
•History
• Democracy
• Peace and Human Rights
• Quality of life
• Education
• Conservation
• Sustainability
• Desire for improvement
essential COSTA RICA brand and that
is also based on four main features: value
facilitator, focus, pride, and genuine.
Each aspect included in the personality
of the brand was also validated by the
company Future Brand by analyzing the
positioning of the country in international
rankings and studies. Moreover, the results
of the analysis and tests obtained by the
company QRI validated the efficiency and
acceptance of the brand in the main target
audiences.
43
12.
Instituto Costarricense
de Turismo
(Costa Rican
Tourism Board)
Currently, the Instituto Costarricense de Turismo (Costa Rican Tourism Board -ICT) is still in a
process of organizational changes that aims at reinforcing the processes the institution has
executes up to this moment. But, more importantly, it makes a series of proposals about new
tasks and processes that the Institute should execute in order to make the Costa Rican tourist
industry a competitive one and help it keep its position in the international market.
The main changes are focused on the strengthening formulation and
implementation processes for planning the tourist development, the attraction
and advisory to investors, the development of quality and competitiveness
systems, the development of the market in a comprehensive way, the
attention to tourists, the generation of information for making decisions,
the reinforcement of processes for improving management (comptroller or
services, income, administrative analysis), among other things.
44
History
of
ICT
The origin of the State’s participation in the tourist development dates back to 1930, with
the creation of the first private hotel named “Gran Hotel Costa Rica” –as a first-class hotel,
built with the support from the private company and the promotion of the Government
of the Republic. Tourism in that time was composed of foreign tourists who accessed the
country by sea to Puerto Limón, and then travelled to San Jose by the train network of the
“Northern Railway Company”.
In 1931, the first rules about tourist regulation were decreed by Law 91, dated on June
16th, 1931, which created the “Junta Nacional de Turismo” (National Tourism Board)
which operated up to August 9th, 1955, when the entity currently known as “Instituto
Costarricense de Turismo” (Costa Rican Tourism Board) was created by Law 1917.
Vision:
• “Be the leading and governing
institution of the country’s tourist
activity.”
Mission:
• “Promote the comprehensive tourist
development in order to improve
the standard of living of Costa
Ricans, by also keeping the balance
among the economic and social level
and the protection of environment,
culture, and infrastructure.”
45
Biography of the Minister
of Tourism
Wilhelm von Breymann Barquero
Minister of Tourism of Costa Rica
Wilhelm von Breymann Barquero has more than 28 years of experience in the tourism sector,
especially on issues of sustainability and corporate social responsibility.
He is the founder of various tourism enterprises in Costa Rica, Nicaragua and Panama, including:
Costa Rican Trails, Costa Rica Motorcycle Tours, Latin American Collection, Sixt Rent a Car, Panama
Trails, and Costa Rica BMW Motorcycle Tours.
Furthermore, Mr. Von Breymann has been a member of the Latin America Travel Association (LATA)
and Costa Rican Association of Tourist Operators, he has also participated in the National Chamber
of Tourism (Canatur) and was a member of the Board of Directors of the Futuropa Association, an
organization specialized in the promotion of Costa Rica as a tourist destination in Europe.
ICT’s Official Spokespeople
Alberto López Chaves
General Manager
Alberto López Chaves is an economist with a Master’s in Business Administration with a
specialty in Strategic Management and a Doctorate in Administrative Sciences. He was part
of the Humphrey Fellowship Program at the University of California (UC Davis).
Lopez is a professor at the Universidad Tecnica Nacional (UTN) and Fundepos Alma Mater.
He has also been a national and international speaker since 2004, addressing such topics as
the development of tourism in Costa Rica and sustainable tourism. He served as the Director
of Sustainability for the Costa Rica Tourism Board (ICT) from 2010 through September 15,
2014 and has worked for the National Chamber of Tourism (CANATUR) for nearly eight years.
Alejandro Castro Alfaro
Deputy Manager and Marketing Director
Alejandro Castro-Alfaro was born in San José, Costa Rica. This 29 year old MBA from INCAE
Business School specializes in marketing and sustainable development with experience in
different industries (Tourism, Public Transportation, and Social Entrepreneurship).
His passion for the environment and responsible business drove him to co-lead the “I Dare
You To Plant A Tree” campaign. This initiative resulted in the planting of over 6,300,000 trees
in Costa Rica in 2007, and was one of the largest private-public initiatives ever carried out
in the country. Mr. Castro is a Founded the INCAE MBA Oath Club – the first graduate level
business ethics club in America. This ground breaking club is designed to encourage MBA
graduates to sign the MBA Oath and help them live the oath during their MBA career.
After finishing his MBA at INCAE, Alejandro worked in Colombia as a social business Senior
Consultant for Grameen Caldas positively impacting vulnerable population. Alejandro went
back to his homeland in mid 2013, and started managing the first public transportation
company to serve the Guanacaste area. Additionally he is a pro-bono consultant in strategy,
marketing and sales of different social and environmental business and initiatives.
46
Organization Chart
Costa Rican Tourism Board
Approved by MIDEPLAN, letter DM-726, dated on November 6th, 2008
Board of Directors
Papagayo Gulf
Tourist
Destination
Internal Audit
Executive President
Decentralized
Bodies
Inter-institutional
Commission
of Marinas and
Tourist Ship
Terminal
Planning
Tourism
Regulating
Commission
General Manager
Legal Advisory
Planning and
Development
Direction
Tourist Management
Direction
Financial
Administrative
Direction
Tourist
Planning
Department
Research and
Evaluation
Department
Tourist
Service
Department
Financial
Department
Inspection Subprocess of Maritimeterrestrial Zone
Promotion
Department
Sustainability
Programs
Department
Revenues
Department
Tourist Advisory
and Management
Department
Human
Resources
Department
Tourist
Services Offices
(8)
Administrative
Department
Tourist
Development
Department
Information
Technology
Department
Marketing Direction
Provisions
Department
Planning Unit, ICT
47
13.
Yearbooks
and Bulletin of
Tourist Figures
The Instituto Costarricense de Turismo (Costa Rican
Tourism Board -ICT) makes available the following
documents which contain valuable information.
Yearbooks
“Statistical data per year regarding arrivals of international tourists, departures of Costa
Ricans, economic aspects, tourist options, and arrivals of cruises. Additionally, they include
comparisons of previous years and ten-year series.”
48
2005
2009
2006
2010
2007
2011
2008
2012
Tourist
Figures
(Tourist Figures)
“On a quarterly basis, the Instituto Costarricense de Turismo
(Costa Rican Tourism Board -ICT) shares the Bulletin of
Tourist Figures, which gathers important figures related to the
tourist industry and information about the institution.”
Octubre
2012
Junio
2013
Marzo
2013
For more information on Torist Figure, you can access the following link:
http://www.visitcostarica.com/ict/paginas/modEst/cifras_turisticas.asp
49
Costa
Rica

Press Kit - Costa Rica

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