I was delighted to read your report, "The Future of Tourism" to promote sustainable and responsible tourism in the lower Guanacaste beach communities. As a destination development specialist for the World Bank and other international clients, I believe there is now an opportunity to capitalize on the region's distinctive attributes, particularly in markets that have not yet discovered this beautiful corner of the world.

International tourism is now undergoing a technological transformation having substantial impacts—particularly in outbound travel from Great Britain and the EU— to bring smaller destinations outside the mainstream into the forefront of long haul travel.

The secret is in collaboration, as the Chambers recognize, but also in the bundling, promotion and delivery of services that create an integrated visitor experience. For example: Nosara is known for surfing and yoga and several hotels offer packages that combine lodging with these activities, encouraging extended stays. But there is little evidence that these offers bundle airport transfers, car and ATV rentals, fiestas and festivals, vegetarian meals or adventure (fishing, kayaking, horseback riding, hiking etc.) as a complete destination experience.

In the US and, to a lesser extent, Canada, Expedia and a few other online travel agencies dominate web reservations. But these services charge small hotels an arm and a leg (more than 30 percent commission), are slow to settle accounts and have little local and timely content. In sum, it is all about transactions, not visitor experience. But in the UK and Europe, countryside destinations are increasingly presenting vacation choices online, working with inbound operators to introduce themed experiences that solve many of the logistical challenges and with an emphasis on both responsible travel and customer service.

After a dozen visits over the past few years my wife and I are beginning the long process of building a house in the American Project to move permanently to Costa Rica.With new air service from Europe to Liberia there are now remarkable opportunities for lower Guanacaste destinations to expand their offer with highly targeted campaigns into niche markets. This is an exciting time in tourism development and I look forward to the prospects for sustainable growth and new training and job opportunities for Ticos.

Alvin Rosenbaum
Senior Research Scholar
International Institute of Tourism Studies
The George Washington University