June 30, 2016
Wellness tourism represents one of the fastest-growing tourism products worldwide and has high potential for the country, as it positions itself as a preventive cure for work-related stress, considered by the World Health Organization (WHO) as a global epidemic and one of the chronic diseases with the highest healthcare costs, according to the World Economic Forum (WEF).
For this reason, the Costa Rican Tourism Institute (ICT) will develop a strategy to present the country as a wellness destination, offering a differentiated experience with a distinctive Costa Rican touch.
Mauricio Ventura, Minister of Tourism, explained that the tourism industry is constantly evolving. However, as a country, Costa Rica has set the pace, positioning itself at the forefront of tourism rather than replicating competitors’ models or remaining static in response to market demands.
“Thanks to this foresight as a country, we have managed to stay one step ahead and meet the needs of an increasingly demanding tourist. Therefore, we are preparing a strategy to consolidate ourselves as a wellness destination, differentiated, with a wide range of activities that can be carried out throughout the country. This will generate opportunities for entrepreneurs to innovate and diversify their businesses, benefiting communities across the country,” highlighted Ventura.
Pura Vida Wellness
According to the World Tourism Organization (UNWTO), wellness tourism falls under the category of holiday, recreation, and leisure motivation and is associated with improving the mental and physical condition of visitors through specially designed services to combat stress and fatigue.
Therefore, Ventura indicated that the ICT will present a national strategy that leverages available tourism and environmental resources, the destination’s potential, and its positioning regarding sustainability, the quality of the offering, and the professionalism of the sector. This strategy is identified as Pura Vida Wellness, as Costa Rica has positioned itself as a leading nature and adventure destination, making it a paradise to detox from stress and daily hustle and bustle. The country’s engagement with the environment and the warm treatment from Costa Ricans make tourist experiences immersive and authentic, becoming a motivation not only to recommend the destination but also to revisit it.
“When we talk about wellness tourism in Costa Rica, it involves the consumption of tourism services in harmony with the environment. Thus, we take advantage of the country’s positioning in nature and adventure to build a differentiated product that involves outdoor activities, tasting authentic, healthy, and beautifully presented local cuisine. It also includes personal care and the latest relaxation techniques with a Costa Rican touch, engaging in sports in a natural environment, among other components, to promote the improvement of the lives of nationals and foreigners,” Ventura emphasized.
He also highlighted that the objective of diversifying tourism products is to promote the optimal use of resources, protect biodiversity, and encourage entrepreneurs to effectively contribute to community development and well-being by generating employment and distributing tourism dollars. This project will motivate entrepreneurs to integrate, train, and participate, with the launch scheduled for the end of this year, to innovate their offerings, diversify their products, and reach tourists who aspire to improve their quality of life and enjoy Pura Vida Wellness.