After Costa Rica’s tourism growth nearly ground to a halt in 2006, leaders now say they’re less concerned with posting high numbers and more interested in improving tourism quality in Costa Rica. Industry leaders are heading to the drawing board to slap together a new marketing strategy for 2007. And though some disagree on the causes of a ho-hum year for tourism, all tend to agree it’s time for the industry to turn over a new leaf. Remaining Optimistic: Tourism Minister Carlos Benavides, says improvements are needed to breathe new life into the industry.

Ronald Reyes | Tico Times
In order to continue attracting tourists – who last year alone spent an amount equal to 8% of Costa Rica’s $22 billion gross domestic product – the sector must deal with issues that have haunted it for years, such as deteriorated infrastructure and public safety, said Tourism Minister Carlos Benavides. “Improving quality to attract tourists is more important than growth for the mere sake of growth,” Benavides told The Tico Times. Benavides has estimated the country will post the same number of tourists in 2006 as it did in 2005 – nearly 1.7 million. That means tourism growth in Costa Rica came to a screeching stop this year, after booming growth of 17.3% in 2004 and 15.6% in 2005. Data from the Costa Rican Tourism Institute (ICT) from January through August of last year – the latest numbers available – show tourism having grown a mere 1% compared to the same period in 2005. “The stat isn’t official yet, but tourism didn’t grow last year,” said William Rodríguez, vice-president of the National Tourism Chamber (CANATUR). The problem is that prices are rising faster than quality in Costa Rica, he told The Tico Times Tuesday. If changes are made, Tourism Minister Benavides said, he believes tourism could grow 6% this year. He pointed to the need to develop a sustainable tourism industry by strengthening the country’s weaknesses.