Advertising Startegy Analysis Of Costa Rica Tourism Industry In Chinese Market

While many Third World nations are focusing on rapid industrialization and urbanization, Costa Rica has turned to ecotourism as its key to economic development. Although a small country with just51.100km2, Costa Rica has incredible biodiversity with scenic beaches, lush rain forest, impressive volcanoes, and exotic wildlife. The nation’s tourist industry brings in about1million visitors annually and generates approximately$1billion a year, making Costa Rica’s second largest source of income after silicon chip production.According to the Costa Rica Tourism Board (ICT) Costa Rica welcomed some2.4million tourists during2013, an increase of3.6percent compared to2012. Some39percent of tourists in Costa Rica are from the United States, while another12.4percent come from Europe. The remaining tourists are from other parts of Central America, South America and the rest of the world.Tourism Statistics in Costa Rica are very acceptable. However, Costa Rica Tourism Board (ICT) and the National Tourism Chamber (CANATUR) are working together to attract more tourist from Asia, especially due to the that fact Chinese tourists represent an untapped opportunity for the Costa Rican tourism sector, as data from the World Tourism Organization show that1.1million Chinese visited the United States in2011, another243,000visited Canada and just10,605traveled that year to Central America-Costa Rica and Honduras being the most popular destinations.The purpose of this paper is to analyze the last Advertising launched by Costa Rica Tourism Board (ICT). The main goal is to compare three of the best Advertising of Costa Rica’s Tourism Board and determine which one appeals more among Chinese Travelers.Advertising was chosen from all the Promotion Mix because Costa Rica Marketing Communication Strategy and the Marketing Strategy in general, are mainly supported by Advertisement Campaign. One of the most important conclusions of this study was that the efforts made by Costa Rica Tourism Board are not sufficient to capture the Chinese Touristic Market. Another important conclusion of this study is the fact that Costa Rica needs an integrated communication marketing strategy and not only Advertising presented in different parts of the world.The last part of this study shows an integrated marketing communication proposal that has as a main objective to capture more attention from Chinese Travelers and increase their interest of travelling to Costa Rica.