Costa Rica is strengthening its position as a premium destination, with tourism officials focusing on attracting higher-value visitors rather than pursuing mass tourism growth.
The Costa Rican Tourism Board (ICT) has launched a new European marketing campaign, “Empieza a vivir, Pura Vida“ (“Start Living, Pura Vida”). The campaign targets key markets including Germany, France, Spain, the Netherlands, Switzerland and the UK. Running through November 2026, it promotes Costa Rica as a destination where travelers can reconnect with nature, embrace wellness and enjoy authentic cultural experiences. Long-haul markets typically stay longer than regional travelers, making them more likely to visit multiple destinations and support rural tourism, conservation projects and locally owned businesses.
Rather than marketing the country as a traditional beach getaway, the campaign highlights transformative travel built around sustainability, local communities and meaningful experiences.
The strategy reflects Costa Rica’s long-term vision of prioritizing visitor quality over visitor numbers. ICT’s tourism plan emphasizes a sustainable, non-mass tourism model that encourages longer stays, higher visitor spending and travel across multiple regions of the country.
Instead of appealing to budget-conscious travelers seeking short vacations, Costa Rica is targeting visitors willing to invest in immersive itineraries. These typically combine national parks, wildlife encounters, boutique hotels, wellness retreats, adventure activities, coffee plantations, beaches and cultural experiences.
The approach appeals to a broad mix of travelers, including families, retirees, honeymooners, adventure seekers, birdwatchers, surfers and digital nomads—not simply luxury tourists.
The economic rationale is clear. Costa Rica welcomed 2.69 million international visitors in 2025, a modest 1% increase over the previous year. However, tourism revenue climbed to US$5.54 billion, while average visitor spending reached US$1,848. Visitors stayed an average of 10.3 nights, providing ample opportunity to explore destinations beyond the country’s best-known beach resorts.
Expensive but sustainable, environment-focused destination
For Costa Rica, increasing visitor spending without dramatically increasing arrivals helps protect its natural assets. The country faces growing pressure on infrastructure and fragile ecosystems, particularly in popular coastal areas and national parks. A focus on higher-value tourism allows the industry to generate greater economic returns while reducing the environmental pressures associated with mass tourism.
The campaign also acknowledges Costa Rica’s competitive position. Compared with several neighboring Central American destinations, Costa Rica remains one of the region’s more expensive countries. A strong colón has further increased the cost of hotels, restaurants, tours and car rentals for international visitors.
Rather than competing on price, Costa Rica is reinforcing its reputation as a safe, environmentally responsible destination offering high-quality experiences centered on biodiversity, sustainability and authentic local culture.
The success of the strategy will ultimately depend on ensuring that tourism revenue benefits local communities, guides, small businesses and conservation initiatives—not just high-end resorts.
