Costa Rica’s Accord for Tourism
- tadeomg
- Apr 11
- 6 min read
A Shared Roadmap to Reposition Tourism as a Driver of Well-Being, Regeneration, and Inclusion
Costa Rica faces a critical juncture that demands strategic responses and genuine collaboration. In response to current challenges—and with the conviction that tourism must be a pillar of comprehensive development for communities—the Center for Tourism Studies (CET) has led an unprecedented participatory process that gave rise to the Tourism Accord.
This document represents the consensus of leading stakeholders in the tourism sector — including entrepreneurs, chambers, NGOs, universities and communities entities — who came together to build a renewed vision for tourism: safer, fairer, and more regenerative.
From challenges such as informality and declining competitiveness to opportunities for transformation through technology, training, and infrastructure, the Tourism Accord outlines seven strategic axes and flagship projects aimed at generating real and measurable impact across the country.
We invite you to explore this initiative, delve into its core pillars, and join the commitment to transform Costa Rican tourism through collaborative action.
Full Text of the Tourism Accord (Initial Version – April 11, 2024)
ACCORD FOR TOURISM
WE ARE ALL TOURISM – BE PRESENT. BE PURA VIDA
1. INTRODUCTION
Tourism is one of the pillars of Costa Rica’s economic, social, and territorial development. Internationally recognized, the country has positioned itself as a preferred destination thanks to its biodiversity, peace, democracy, strategic location, and the commitment of thousands of entrepreneurs, workers, and communities. However, the current context presents urgent challenges that must be addressed with renewed vision and coordinated action.
In recent months, the country has experienced a sustained decline in international tourist arrivals, in a context marked by a 20% appreciation of the colón, increasingly aggressive international competition, and a progressive deterioration of Costa Rica’s value proposition as a destination. This situation calls for immediate, strategic, and coordinated responses.
The present Tourism Accord arises from the need to renew the social contract between the State, the private sector, academia, social organizations, and communities around tourism. Promoted by the Center for Tourism Studies (CET), this accord represents the consensus of multiple stakeholders around a common agenda to reposition tourism as a driver of well-being, inclusive development, and sustainability across the national territory.
2. ON THE CONSTRUCTION PROCESS
This accord is the result of a participatory dialogue process that included consultation and validation with representatives from the National Chamber of Tourism (CANATUR) and its member organizations, regional chambers, NGOs, universities, companies in the tourism cluster, and community leaders. It also integrated inputs from technical diagnostics such as the Social Progress Index (SPI) in tourism destinations, the National Security Accord, and results from participatory workshops with local communities and municipal governments.
3. VISION AND PRINCIPLES
VisionPosition Costa Rica as the global destination for regenerative tourism: a country where
residents and visitors reconnect with well-being, nature, and a life of purpose. In turbulent times, Costa Rica should be a refuge for those seeking to heal, reconnect, and thrive.
Guiding Principles
Sustainability and regeneration
Community safety and well-being
Territorial equity and social cohesion
Formality and business innovation
Citizen participation and transparency
Use of technology
4. STRATEGIC AXES AND FLAGSHIP PROJECTS
Axis 1: Safe and Orderly Tourism
Security is essential for tourism development. It implies the protection of visitors and harmonious coexistence with host communities. This axis coordinates institutional, community, and technological efforts to ensure safe and orderly environments for residents and tourists. It is based on the Security Accord document promoted by CET and stakeholders in the consultation process.
Project 1: Community Safety in Tourism Destinations
Objective: Reduce crime levels and increase the perception of safety.
Goals: Decrease criminal incidents in key destinations by 30% within three years.
Actions: Establish local tourist patrols, surveillance systems, preventive training, coordination between tourist police, municipalities, and regional committees, and continuous monitoring systems via CET’s dashboard.
Responsible Parties: Ministry of Security, ICT, municipalities, local chambers.
Axis 2: Territorial Development with Local Governance
Sustainable tourism must be inclusive and co-responsible with the communities that host it. This axis promotes strengthening the capacities of local governments and community organizations, territorial planning, and public-private coordination from the local level.
Project 2: Local Planning Based on the SPI
Objective: Guide public and private investment according to well-being indicators in tourism destinations.
Goals: Develop tailored action plans in 100% of tourism development centers.
Actions: SPI application, training for local governments, mapping of gaps, prioritization of interventions, strengthening of local tourism institutions.
Responsible Parties: CET, ICT, INEC, MIDEPLAN, municipalities, regional chambers.
Axis 3: Business Formalization and Competitiveness
Unfair competition from informality weakens the formal tourism sector and undermines the contributions tourism makes to national development. This axis proposes a comprehensive agenda to promote formalization, facilitate regulatory compliance, and ensure fair operating conditions.
Project 3: Formalization with Equal Conditions
Objective: Promote formalization of tourism businesses by ensuring fair operating conditions.
Goals: Increase the number of formal operators by 50% within three years.
Actions: Streamline procedures, provide tax and technological incentives, run information campaigns, and enforce oversight of digital platforms and illegal operators.
Responsible Parties: ICT, MEIC, Ministry of Finance, CCSS, municipalities, business chambers.
Axis 4: Human Talent and Tourist Experience
The visitor experience depends on the human capital driving the sector. This axis seeks to professionalize tourism talent and raise service quality through an educational offering aligned with sector needs and continuous training opportunities.
Project 4: Training for Tourism Excellence
Objective: Improve tourism service quality through technical, professional, and continuous training.
Goals: Increase coverage of training programs by 40% within three years.
Actions: Make INA more flexible, decentralize education, provide language and hospitality training, allow deduction of training expenses.
Responsible Parties: INA, ICT, MEP, universities, tourism companies.
Axis 5: Positioning, Sustainability, and Innovation
Costa Rica must project its global leadership in regenerative tourism, differentiating itself with a coherent brand based on well-being, authenticity, and connection. This axis promotes an inspiring country narrative, strategic communication, and investments in technology and market intelligence. Be Present, Be Pura Vida is more than a marketing message—it is a philosophy that conveys our value proposition to the world. Internally, we reinforce identity and commitment through the national campaign We Are All Tourism, aimed at informing and empowering the national tourism cluster.
Project 5: National Platform for Positioning and Monitoring
Objective: Strengthen international positioning strategy and decision-making through evidence.
Goals: Launch a digital platform with strategic content, indicators, and tools for tourism management and promotion.
Actions: Implement Be Present, Be Pura Vida campaigns internationally and We Are All Tourism nationally; develop strategic content; integrate CET’s dashboard; train public and private actors.
Responsible Parties: CET, ICT, PROCOMER, chambers, media, academia.
Axis 6: Infrastructure and Connectivity for Tourism Development
Easy, safe, and dignified access to tourist destinations is essential for the country’s competitiveness. This axis proposes strategic investments in airports, roads, signage, and public transport through concession schemes and public-private partnerships.
Project 6: National Plan for Tourism Infrastructure
Objective: Modernize the country’s tourism infrastructure to improve visitor experience and destination competitiveness.
Goals: Launch the new international airport in San José; fully concession Daniel Oduber Airport; build and maintain key tourism access routes.
Actions: Design and award the Daniel Oduber Airport concession; roadmap for the new airport; modernize public transport; apply tech for transport and planning; prioritize key roads; define financing and execution tracking mechanisms.
Responsible Parties: MOPT, ICT, Directorate General of Civil Aviation, National Concessions Council, CANATUR.
Axis 7: Monitoring and Accountability Mechanisms
An ambitious accord like this requires modern, transparent monitoring tools. A platform with open data and user-friendly visualization is needed to allow all stakeholders to track progress, identify bottlenecks, and adjust course.
CET will monitor agreement implementation through a system of indicators aligned with the SPI and a public platform to visualize progress, gaps, and results. The Accord Monitoring Council, made up of representatives from the private sector, academia, communities, and government, will meet semiannually to evaluate and provide feedback on the process.
Project 7: National Tourism Dashboard
Objective: Provide an accessible, reliable, and up-to-date tool for monitoring the progress of the accord’s axes and projects.
Goals: Create a periodically updated information platform with open access for tourism stakeholders and communities.
Actions: Collect and systematize data; integrate with SPI; design key indicators; provide user-friendly visualization; ensure feedback mechanisms and continuous updates.
Responsible Party: CET
5. STAKEHOLDER COMMITMENTS
Participants in this agreement commit to:
Promote public policies and legislation aligned with the strategic axes
Mobilize technical and financial resources for project implementation
Actively participate in monitoring and evaluation bodies
Communicate transparently on progress and challenges of the accord
6. PRESENTATION OF THE ACCORD
This Accord for Tourism will be presented to Costa Rican society as a shared roadmap to transform tourism into a regenerative, inclusive, and resilient force that positions Costa Rica as a global leader in well-being, sustainability, and community.
WE ARE ALL TOURISM – BE PRESENT. BE PURA VIDA
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