Resources

Creating Emerging Markets - Harvard Business School (HBS) interview

Bary Roberts, president of DDD Strategic Solutions and past president of Tikal Tours, reflects on four decades of experience as an entrepreneur and government official in Costa Rica’s sustainable tourism industry. Roberts explains how he developed a small travel agency focused on outbound bus tours to Guatemala into one of the principal conduits for North American and European ecotourism into Costa Rica during the 1980s and 1990s, and the first tour operator in the country to employ the term “ecotourism.” He recounts his efforts as a director at the Costa Rican Institute of Tourism to create a collaborative partnership with the private sector to develop the Certificate for Sustainable Tourism, Costa Rica’s widely-recognized certification system for green tour operators and hotels. He also reflects on the challenges facing small and medium-sized tourism enterprises more recently, and the need for greater strategic planning, vision, and ethical principles to guide the future development of sustainable tourism in Costa Rica.

Entrepreneurs and the Co-Creation of Ecotourism in Costa Rica - HBS

Between the 1970s and the 2000s Costa Rica became established as the world’s leading ecotourism destination. This working paper suggests that although Costa Rica benefited from biodiversity and a pleasant climate, the country’s preeminence in ecotourism requires more than a natural resource endowment explanation. The paper argues that the ecotourism industry was a co-creation of the public, private, and tertiary sectors. While the role of the government and conservation NGOs is acknowledged in the existing literature, this study draws attention to the critical role of small entrepreneurs. Making extensive use of oral history, the working paper demonstrates the role of tour companies in drawing affluent Western ecotourists to the country, and of the creators of ecolodges and other forms of accommodation in providing them with somewhere to stay. These entrepreneurs, many of them expatriate Americans, helped ensure that formally protected areas remained sustainable parks and reserves, by providing revenues, education in conservation to tourists, and community development and jobs. Clustering created positive externalities for new entrepreneurs to enter the industry, who could also learn from knowledge spillovers. There were downsides to the new industry, however. The creation of the national image of a natural paradise enabled many businesses which were not environmentally sustainable to free-ride on the green image. Even values-driven ecotourism entrepreneurs faced questions about their impact as they expanded the scale of their operations. While scaling was a sign of success and delivered many benefits to Costa Rica, there were distinct drawbacks from a sustainability perspective.

Tourism in Costa Rica: A Comprehensive Examination of Sustainability, Economic Growth, and Future Aspirations

Costa Rica, a gem nestled in the heart of Central America, has long been an enigma to the outside world. From its agrarian roots to its metamorphosis into a tourist paradise, this nation has navigated a dynamic socio-economic landscape, crafting a unique story of resilience, innovation, and sustainability. This exploration of Costa Rica's journey delves deep into its historical context, capturing the essence of its evolving identity. As we journey through chapters detailing its biodiversity treasure, modern infrastructure, and the crucial role of capital markets, we shed light on both the nation's triumphs and contemporary challenges. Informed by engaging case studies and forward-looking analyses, this comprehensive guide provides an unparalleled view of Costa Rica's past, present, and future. Whether you are an investor, a traveler, or simply an enthusiast, come and discover the multifaceted narrative of a country that, despite its size, holds a significant place on the world stage.

Costa Rica’s “No Artificial Ingredients” Campaign: A Visionary Journey in Authentic Place Branding

Costa Rica’s tourism leaders made authenticity the hero of their brand story in the “Costa Rica: No Artificial Ingredients” campaign. By celebrating the country’s genuine nature, culture and local “ingredients” as unique assets, the campaign crafted a clear, compelling narrative that resonated worldwide. In this article I explain the rebranding and launch process that took place in collaboration with government, industry and community partners to highlight Costa Rica’s pure essence. The effort paid off: the campaign earned multiple international awards and drove significant tourism growth—it delivered “excellent results” and was hailed as “immensely successful”. This inspiring case study illustrates the transformative power of embracing authenticity in destination branding and offers strategic lessons for tourism leaders.