Bary Roberts Strachan is a distinguished tourism strategist and one of Costa Rica’s true pioneers of sustainable travel. With over five decades of experience in the industry, he has become the go-to guide for tourism leaders seeking to navigate today’s rapidly changing landscape. Blending an authoritative track record with a personal passion for responsible travel, Bary is on a mission to help destinations and businesses thrive while upholding the values of good stewardship, sustainable tourism, and responsible destination development.

From Ecotourism Pioneer to Industry Leader. In the 1970s, Bary started a humble travel agency and transformed it into one of Costa Rica’s first ecotourism enterprises. By the 1980s and 1990s, he was leading groups of international visitors into the country’s rainforests and became the first tour operator in Costa Rica to use the term “ecotourism”. This trailblazing work helped put Costa Rica on the map as a model for sustainable tourism and proved that travel could be both an adventure and a force for conservation.

Bary’s influence soon extended to shaping tourism at the national level. He played a pivotal role in establishing Costa Rica’s Certificate for Sustainable Tourism (CST) program, collaborating with government and industry peers to set rigorous green standards for hotels and tour operators. He also took on pivotal leadership roles that defined the country’s tourism direction. Bary served as President of the National Tourism Chamber (CANATUR) and Vice-President of the Costa Rican Tourism Board (ICT) / Vice-Minister of the Costa Rica Ministry of Tourism, forging collaboration between the private sector and government. He was a founding member of the country’s tourism professionals association (ACOPROT) and led the National Biodiversity Institute (INBio), uniting conservation initiatives with tourism development. Today, as President of the Center for Tourism Studies (CET) think tank, he continues to drive innovation by providing data-driven insights and strategic guidance to the industry.

Understanding Tourism Leaders’ Challenges. After decades in the field, Bary understands the complex challenges that tourism decision-makers face today. He knows the pressure of balancing visitor growth with sustainability, and how difficult it can be for local tour operators and small hotels to compete in a fast-changing global market. Issues like overtourism, shifting traveler expectations, economic uncertainty, and the aftermath of global crises have left many tourism leaders feeling overwhelmed. Bary has seen these struggles firsthand and believes that with the right strategy and support, even the toughest obstacles can be overcome.

A Guide with a Proven Plan. Bary doesn’t just recognize problems—he provides a roadmap to solve them. Drawing on years of hard-won experience, he has mentored tourism boards, government agencies, and businesses in creating practical solutions that get results. He emphasizes strategic planning, clear vision, and strong ethical principles in every initiative, ensuring that growth never comes at the expense of sustainability. Whether he’s helping a country redefine its tourism strategy or advising a hotel group on improving its environmental footprint, Bary brings a clear, step-by-step plan to the table. His confidence comes from decades of seeing sustainable tourism initiatives succeed in real life, giving him the insight to guide others toward the same kind of success.

Shaping a Sustainable Future Together. Above all, Bary’s work is guided by a deep commitment to caring for both people and place. He often reminds colleagues that “you can’t exploit cultures or destinations; you have to involve, add and benefit them”—a philosophy that every tourism venture must give back to communities and the environment. This ethos of good stewardship and responsible destination development underpins every project he leads, from preserving biodiversity to empowering local guides. Bary’s mission is to ensure tourism becomes a force for good that enriches destinations and secures a sustainable future for generations to come. He invites fellow tourism leaders to partner with him in this mission, turning today’s challenges into opportunities and shaping a sustainable future together.