Publication Date: September 26, 2025
Despite a complex global context, Costa Rica’s tourism sector is optimistic for the end of 2025. Backed by record investment in promotion and a reinforced sustainable tourism model, the country anticipates a strong recovery during the high season, supported by the opening of 13 new flight routes. This article details the key updates and data shaping the national tourism industry.
1. Current Landscape: Tourism Figures and Projections
The year 2025 presents a mixed scenario for tourism in Costa Rica. Official data from the Costa Rican Tourism Board (ICT) reports that 1,489,008 tourists entered the country by air in the first half of the year, representing a decrease of 2.8% compared to the same period in 2024. The cumulative figure up to July was 1,731,416 visitors, with a negative variation of 2.3% year-on-year.
Authorities attribute this situation to external factors such as global economic uncertainty and geopolitical conflicts, which are affecting travel decisions worldwide. However, projections for the end of the year are positive. The ICT maintains its goal of 1.7% growth in air arrivals, aligned with its National Tourism Plan. This expectation is based on a gradual recovery expected during the high season in the second half of the year.
Key Source Markets (First Half of 2025)
- North America: 1,120,321 tourists (-2.9%)
- United States: 921,324 tourists (primary source market).
- Canada: 156,148 tourists.
- Mexico: 42,849 tourists.
- Europe: 215,518 tourists (-7.7%)
- Top sources: France (38,641), Germany (37,269), United Kingdom (36,328).
- South America: 73,378 tourists (+14.9%)
- Led by Argentina, Colombia, and Brazil.
2. Improved Connectivity: New Routes and Strengthened Air Service
A significant expansion in air connectivity is a cornerstone of the expected recovery. For the remainder of 2025 and early 2026, the start of operations for 13 new flight routes from key markets like the United States, Canada, Mexico, and Europe (specifically from Paris and Amsterdam) has been confirmed.
A notable announcement is from Southwest Airlines, which will begin a new direct flight to Costa Rica from Nashville, Tennessee, in March 2026. This expansion aims to counterbalance the reduction in seat availability observed in the first half of the year.
3. Safety and Infrastructure: Enhancing the Visitor Experience
The ICT and the Ministry of Public Security are working to strengthen the perception of safety among visitors. A new Tourism Police delegation was recently inaugurated in Santa Teresa de Cóbano, with an investment of ¢385 million and 16 assigned officers to enhance prevention and incident response in this popular destination.
Furthermore, improvements have been made to tourist infrastructure to enrich the visitor experience, such as making Playa Espadilla in Quepos an accessible space for people with disabilities and the construction of a new pedestrian bridge at the Monumento Nacional Guayabo, one of the country’s most important archaeological sites.
4. Promotion Strategy: Selective and Sustainable Tourism
Costa Rica is executing a robust international promotion strategy with a historic investment exceeding US$43 million, targeted at its priority markets. The strategy focuses on attracting travelers who value authenticity and environmental care, moving away from a mass tourism model.
“We are not looking for just any tourist. We want tourism that respects this singular and unique destination in all areas,” emphasizes Adriana Bolaños, Costa Rica’s Ambassador to Spain.
This approach materializes through specific campaigns like the “Wellness Week,” an initiative with wellness travel influencers that garnered millions of social media impressions, and a comprehensive marketing strategy in Colombia, a promising South American market that showed a 7.9% growth in the first semester.
5. Trends and Diversification of the Tourism Offer
The country continues to diversify its value proposition for travelers:
- Wellness and Transformative Tourism: Experiences are promoted in places like the Nicoya Peninsula, one of the world’s five Blue Zones, known for the longevity of its inhabitants.
- Gastronomy as a Travel Motivator: Under the “Costa Rica, a country of flavors to discover” strategy, the ICT launched a gastronomy reality show featuring future Costa Rican chefs, available on its digital platforms.
- Community-Based Tourism and Ecotourism: Authentic experiences that generate a positive impact on local communities are encouraged, with an offer that prioritizes sustainability.
Future Outlook
The Costa Rican tourism sector is focusing on the late 2025 high season with expectations of recovery. Success will depend on coordination between the public and private sectors, the materialization of new air connectivity announcements, and the effectiveness of promotion strategies.
In the long term, Costa Rica reaffirms its commitment to a Nordic model of sustainability, aiming to establish itself as a quality destination where the protection of 30% of its land territory and a similar proportion of its maritime territory is the main attraction for conscious and respectful tourism.
