TORONTO — The Costa Rica Tourism Board’s ‘Energía Pura Vida’ roadshow arrived in Toronto last night, immersing trade partners in Costa Rica’s vivid imagery, soundscapes and more at Illuminarium Toronto.
Costa Rica’s Minister of Tourism, William Rodriguez López, said the destination welcomed some 273,000 Canadians in 2024, “and we’re aiming for an increase of 5% in 2025.”
It’s not so much about the number of visitors, he added, “it’s the quality.”
Canada is Costa Rica’s second largest market. “It’s a very important market for us. Our key message is to let Canadians know they have this wonderful destination that’s ready to welcome them.”
Costa Rica’s attractions are already known, “so we’re focusing on selling the experience around those attractions,” he said.
The tourism board – represented in the Canadian market by VoX International – offers outreach for travel agents that includes seminars and other resources. “We want to educate travel agents [about Costa Rica].”
He said travel advisors get the bulk of the bookings from Canada to Costa Rica. “Agents are extremely important to us.”
And what about lift? “For lift, we believe we can do better. We’ll be announcing new lift within the month,” he said.
Costa Rica’s new Cobano Airport opened in August 2023 and enhances accessibility to the Nicoya Peninsula, with regular service from San José and Liberia. The new gateway also facilitates easier travel to popular destinations like Montezuma and Santa Teresa.
HOTELS & RESORTS UPDATE
The Costa Rica Tourism Board recently revamped its website, VisitCostaRica.com, offering streamlined navigation and updated visuals. An AI-powered trip planner provides personalized itineraries based on user interests such as sustainability, adventure, cuisine and wellness.
New developments and hotel openings in 2025-26 include …
Nekajui, a Ritz-Carlton Reserve
Opened in February 2025 on the Peninsula Papagayo, this resort offers 107 ocean-facing rooms and suites, treetop tents and expansive villas. Guests can enjoy terraced pools, a cliffside hot tub, and the Nimbu Spa, featuring Latin America’s largest hydrotherapy pool.
Waldorf Astoria Costa Rica Punta Cacique
Waldorf Astoria Costa Rica Punta Cacique opened in April 2025 with 188 rooms, six dining experiences, a multi-level pool, kids’ and teens’ clubs, a 17,000-square foot spa and fitness centre and 10,000 square feet of meeting space.
JW Marriott All-Inclusive Resort
Set to open in spring of 2026 in Costa Elena, Guanacaste, the new JW Marriott will have 415 elegant rooms, 11 restaurants and bars, 17 swimming pools, a 1,500-square metre spa and a fitness centre.
St. Regis Papagayo
This property, set to open in early 2027, will have 120 hotel rooms and 143 residential units, six different culinary concepts, the St. Regis library, several swimming pools, a spa, beach club and 10,000-square feet of indoor-outdoor event space.
More information about travel to Costa Rica can be found at VisitCostaRica.com.
