1. Prospering with higher yield markets Hermes Navarro del Valle Costa Rica World Tourism Conference Melaka, Malaysia 21-13 October 2013

2. Capacity vs. Quality vs. Sustainable Growth 1. Is growth the only possible way to measure success in tourism? 2. Should there be a study in every country to determine the capacity of each destination? 3. What is better: quantity or quality?

3. ¿Hacia dónde vamos? General characteristics of the destination 79 62 57 56 46 23 Extension of 51,100 km2 4,5 million inhabitants Literacy that reaches 98% of the population 99% of electrical covering 31,5% of protected territory 4% of the world’s biodiversity

4. International visitors arrivals 2003-2012

5. Year Currency (Thousand of dollars)% variation 2003 1 199,4 2004 1 358,513,3 2005 1 570,115,6 2006 1 620,93,2 2007 1 927,418,9 2008 2 174,112,8 2009 1 805,8-16,9 2010 1 857,62,9 2011 1 987,27,0 2012 2 219,211,7 Tourist activity: Generates Foreign exchange 2003-2012

6. Economical Benefits of Tourism

7. ¿Hacia dónde vamos? Allocates indirect economic value to the natural spaces due the given expectations of benefits generated through tourism. Around 58% of international tourists visits National Parks generating approximately US$8 million of income by entrance to those parks. Favors conservation of private protected areas that are used as touristic products. Favors environmental education and conservation awareness of a new touristic culture. Distribution of environmental benefits

8. General characteristics of tourist areas Most of the attractions of the country are associated with national parks, biological reserves, beaches and cities. Existence of 126 protected areas covering almost 31,5% of the country. Environmental quality is a key factor for tourist competitiveness since they nourishes the design of high quality products. The tourist product integrates a mixture of activities that uses a great variety of environments, such as beaches, forests, cities, and countryside

9. Ecotourism Adventure Beach and Sun Residencias Rural Community Conventions Welfare (Health) Social Sport Fishing Main Products Complementary Productos Touristic Products Tourism National Plan 2010-2016

10. The Hotel Industry 2013 Costa Rica has 2,509 hosting companies with a total of 46,285 rooms. 2,375 businesses ( 94,7%) have less than 50 rooms, 78 businesses (3,1%) have between 51 to 100 rooms and 56 businesses (2,2%) have more than 100 rooms. There is a general relationship of 17 rooms per hotel. Hotels Low (1-31) Medium (32-223) High (224-275)

11. Low (1-1,262) Medium (1,263-10,492) High (10,493-280,056) DEMAND DISTRIBUTION Number of tourists that sleep at least one night

12. OFFER QUALITY

14. Experience other cultures (81%) See for myself things I've read or heard about (71%) See and do as much as I possibly can (65%) Indulge my love of food and wine (30%) Celebrate (24%) Spend quality time with family and friends (39%) Connect with my heritage/ancestry (20%) Rest and relax (39%) Splurge (28%) Disconnect (20%) Seek adventure (49%) Be physically active (30%) Pursue special interests or hobbies (23%) For me, an international vacation is a time to…

15. Local contact Visit villages and small towns (74%) Attend a local festival (71%) See animals in their natural habitat (67%) See local foods being made (e.g., cheese, chocolate) (64%) Observe artisans/craftsmen at work (62%) Visit native communities (56%) Attend a performance of local music or dance (56%) Try to learn some of the local language (48%) Nature and scenic beauty Visit famous landmarks (90%) Visit natural wonders (e.g., volcanoes, waterfalls, glaciers) (87%) Take a scenic boat or train ride (80%) Walk through an open-air produce market (79%) Visit parks and gardens (76%) Culture Visit museums and galleries (79%) Visit archaeological sites (66%) Buy a city card/pass for discounted entry to museums, sites, etc. (56%) Visit a UNESCO World Heritage site (32%) Go to the symphony, opera, or ballet (30%)

16. Sports Adventure Hiking(59%) Bicycling (44%) Zip-lining (43%) Horsebackriding (41%) River rafting (40%) Kayaking (32%) Soft water activities Swimming (67%) Sunbathing (61%) Snorkeling (55%) Specialized aquatic Activities Sailing (32%) Scuba diving (21%) Surfing(11%) Stand up paddleboarding(10%) Luxury Yoga (22%) Golfing (18%)

17. Our best prospects are very interested in … An ecotour focused on close-to-nature activities, such as visiting a rainforest 60% A trip sponsored by a non-profit organization (university alumni association, museum, etc.) 37% A week at a health spa, improving your overall fitness through diet, exercise, relaxation, etc. 33% A trip on which you volunteer some time for community service 32% A trip on which you travel abroad to receive health care (i.e., to have medical, dental, or cosmetic surgery or other procedures performed) 14% activities that could be done on an international vacation

18. Ecological awareness

19. Capacity vs. Quality vs. Sustainable Growth 1. Is growth the only possible way to measure success in tourism? 2. Should there be a study in every country to determine the capacity of each destination? 3. 3. What is better: quantity or quality?

20. La zona costera

21. Zona Pública Zona restringida La ZMT y la Ley 6043

22. Variaciones en la ZMT ZMT Propiedad privada o ciudad Bosque Zona Pública Zona Restringida

23. Declaratorias turísticas Sector turístico Sector no turístico Zona Pública Zona Restringida Zona Pública Zona Restringida

24. Low scale services Local financing Phase 1 Formal businesses Local and foreign financing Phase 2 Foreign investment Bigger scale and specialization Phase 3 Brand hotels and international tour operators, housing Phase 4