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It is not an uncommon occurrence
to witness Costa Ricans rescuing sloths from
the side of rural roads.
Photo by Miia Niskanen
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With the Pacheco government
looking to soon approve the Bill of Environmental
Rights, the future of Costa Rica's ecotourism
industry is bright.
Courtesy ICT |
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Do not let San José's
urban growth fool you; Costa Rica is committed
now more than ever to sustainable development
of the country's ecosystem.
Courtesy ICT |
For several years, the promotion of tourism opportunities
in Costa Rica consisted of slogans emphasizing the
country's ideal geographical position in Central America:
“Begin your day on the Caribbean coast, eat lunch
at one of the volcanoes, and enjoy dinner while watching
the Pacific sunset." It was not long before Costa
Rica began to recognize what truly made the country
unique from its neighbors. The country's wealth in
tropical diversity encouraged the Government to introduce
national parks and reserves, which now cover 25% of
the country, and to promote the country as the region's
premier ecotourism destination. It wasn’t long
before fresh slogans such as “No artificial ingredients,"
and “Sustainable Tourism” began to make
an appearance in publicity campaigns worldwide.
When the Government changed in May this year, the
new administration under President Pacheco ensured
that tourism was immediately granted priority status.
President Pacheco and his administration are so serious
about preserving the country's ecotourism industry
that they have introduced a Bill of Environmental
Rights. If approved, this extraordinary Bill would
put Costa Rican citizens and their Government under
a constitutional obligation to protect Mother Nature.
The reasoning behind the quick action of the Pacheco
government and the extreme to which it is going to
protect nature is very simple. Although Costa Rica
represents only 0.03 percent of the world’s total
land territory, it is home to six percent of the world’s
biodiversity.
Achieving a fragile balance
between preservation and development
Pacheco government introduces
Bill of Environmental Rights
One might assume that such efforts to protect the
Costa Rican environment would impede the potential
to further develop the country into an ecotourism
destination, and to generate revenue from international
investors and tourists. This fear is unsubstantiated
in the case of Costa Rica. The country has clear
and promising visions for the conservation of its
biological diversity that do not interfere with
the current administration's plans to further develop
its ecotourism industry and the profitability of
this important sector.
In 2001, Central America as a whole received tourism-related
US dollars worth more than 1.5 billion. Costa Rica
received approximately 50 percent of that tourism-related
investment. The 2001 year ended with a four percent
growth in tourism, an unprecedented growth rate that
was almost twice as much as had been estimated by
the World Tourism Organization. Much of this success
was a result of careful planning, especially after
the tragedies of 9-11 in the United States.
As there was a world-wide drop in travel immediately
following the events of 9-11, the Ministry of Tourism
initiated a program focusing on “National Tourism,"
which was a publicity campaign aimed at the local
Costa Rican market. Many hotels introduced special
offers inviting Costa Ricans to discover their own
country’s treasures.
When it came to maintaining the number of tourists
arriving to Costa Rica from abroad, Costa Rica had
less to worry about than other tourism destinations
in the region. After 9-11, there was a common, global
fear of boarding international flights and travelling
to foreign destinations. Due to its proximity to the
US, Costa Rica was largely unaffected by people's
fear of flying. Furthermore, the country's long history
of peace and stability -- dating back to the 1940s
when the Costa Rican Army was abolished -- could only
enhance the attraction of international tourists to
Costa Rica during such a questionable time. During
times when personal security is a number one priority
in tourists' minds, Costa Rica has a decided competitive
advantage.
In regards to the growth of the tourism industry in
the near future, Minister of Tourism, Ruben Pacheco
believes that by 2006 his country will be receiving
1.5 million tourists. Such an estimate would mean
welcoming approximately 100,000 new tourists to Costa
Rica every year until the year 2006.
As a part of its marketing strategy, the Ministry
of Tourism is about to launch an extensive, six million
US dollar publicity campaign in the US and Canada.
Concurrently, the Ministry announced the specifics
of a ten-year tourism development plan, which outlines
the steps Costa Rica needs to take to match these
publicity numbers with a corresponding increase in
sustainable development. “If the private sector
looks to the long-term, why can’t we do the same,"
questions Minister Pacheco.
Signs of long-term commitment are becoming more apparent.
Recently, Delta Airlines announced the inauguration
of its third commercial flight route to Costa Rica.
This route will include Liberia in the Guanacaste
region, and will open more windows of opportunity
for development within the region. Sol Melia Hotels
and Resorts is upgrading one of its most beautiful
resorts in the same region and, once finished, it
will be the first all-inclusive beach and golf resort
in Central America. Another international chain, Four
Seasons, is currently building a top-of-the-line luxury
hotel in the same region of Guanacaste.
The diversity of Costa Rica's nature and animals is
the main attraction of the country. Thousands of turtles
and whales come to Costa Rica to give birth, and howler
monkeys wake tourists up each morning in resorts across
the country. William Rodriguez, president of the Chamber
of National Tourism of Costa Rica (CANATUR) and general
manager of United Airlines, explains the promise of
the future of the Costa Rican tourism industry: “It
is not enough to strive for tourism which is based
on nature, because this often means exploiting nature.
It has to go deeper, and that’s why the type
of tourism we want to conduct is ecotourism, which
is an appreciation of nature."
Foreign companies investing in Costa Rica must share
tourists' respect for Costa Rica's natural environment.
“Costa Rica prefers responsible investors to
quick money," ensures Minister of Foreign Trade,
Alberto Trejos.
The fact that over 80 percent of the Costa Rican tourism
industry is in the hands of small and medium-sized
entrepreneurs adds value to the sector. Having a healthy
balance between public and private interests helps
maintain equilibrium when it comes to sustainable
development and business opportunities.
Managing a balance between human interests and those
of the ecosystem is an extremely complex task, but
it appears as though Costa Rica has been successful
in doing just that. |
