Among the tremendous wealth of presentations released each year at ITB Berlin, the latest edition was also an opportunity to analyze a recent survey elaborated by the Swiss-based Gottlieb Duttweiler Institute (GDI, on behalf of the European tour operator Kuoni Travel Holding Ltd.; in reference to the future of leisure travel. It is of particular interest to draw parallel between the trends highlighted in this survey and the present situation of Costa Rica and Central America, as leisure travel destinations.

Among the principal social drivers, the survey emphasizes that Europe is an ageing society, with the elderly soon to represent the majority in Western Europe. Children and youth will be in short supply around the year 2020. As a result, there will be a growing demand for individual holidays, seemingly accompanied by a possible decrease in the demand for package tours.

Inherently and for cultural reasons, Costa Rica is partial to elder people. In addition, the country’s geography allows for short trips and distances to visit its many sights. Just check with your Costa Rican counterparts. More and more incoming operators now have programs especially conceived for this graying market.

Another social driver mentioned in this GDI survey, is a growth of health consciousness among travelers. Destinations with potential health hazards will therefore come under pressure.

Did you know Costa Rica can boast that many of its health indicators are similar to those of developed nations? The country possesses an extensive network of public and private hospitals, complemented by the strong presence of nationwide agencies of the Red Cross.

Stout efforts of both by private and public sectors are constantly being implemented; in as far as the quality of water and beaches is concerned. Costa Rica is the only Latin American country employing the Ecological Blue Flag Program, launched years ago by several public and private entities. Around 50 beaches are presently certified with this award across the country.

But it must admitted that an intense long term effort should be made in regards to garbage collection and recycling, among others.
The Gottlieb Duttweiler Institute survey for Kuoni, also mentions a number of technological drivers among the trends for leisure travel in the next 15 years.

The report states: “The diffusion and performance of information and communication technology will continue to increase. Access to tourist information and booking information will become even simpler, faster and cheaper”.

Costa Rica stands firm and very high at the top of the Latin American rankings for the use of professional and home Internet services as well as cell phone technology. The Tourism Sector is no exception to the rule. A high percentage of public primary and secondary schools as well as universities, use computers as everyday educational tools. Usage is at even better rates among the private system of education. Costa Rican leading technology is even exported to other Latin American countries.

The economic drivers detected and emphasized by this survey may not as easy to deal with for the Costa Rican tourism industry as a whole.

The survey mentions:
· greater competitive pressure: tourists expect more for less money.
· booming Asia. Wealth and power shift towards the East.
· polarization of demand for cheap and luxury offerings. Growing pressure on the mid range products.

The Government’s system of taxation and accountancy does not facilitate entrepreneurs to charge low prices and sometimes it is possible to detect errors and weaknesses in relationship between quality in service and attention.

Meeting the anticipated stronger international competition – both from neighboring countries and from Asian competitors – will oblige the Ministry of Tourism and the entire Private Sector, to earmark more and more funds towards promotion, press and public relations. In addition, both Public and Private Sectors should find the ways and means to better and continually coordinate their marketing efforts; perhaps via a new and original joint organizational structure.

Last May 8th, as occurs every four years, a new Government took over in Costa Rica. Our new Minister of Tourism and Executive President of the Costa Rican Institute of Tourism (ICT) is Mr. Carlos Ricardo Benavides.

Grupo Futuropa of Costa Rica, as the Association for the Tourism Promotion of Costa Rica in Europe will, in conjunction with our more than 70 Members, encourage the Minister deeply analyze the Kuoni survey in order to garner strong and permanent guidelines for future actions in coordination with the Private Sector.

Remy Leroux Monet
Manager
Association Grupo Futuropa of Costa Rica