Q COSTARICA — A significant redefinition of travel priorities has taken center stage in the tourism industry. Led by the millennial generation (born between 1981 and 1996), demand has shifted from superficial visits to deep and authentic cultural immersion.
This traveler actively rejects the concept of the “mass tourist” and prefers to invest in experiences that facilitate genuine interaction with the local population and assimilation of the destination’s culture, where true value is not measured by price, but by the memories they seek to create.
Furthermore, during their trips, they value learning about the country’s culture, traditions, and cuisine. For example, a traditional cooking class taught by a local resident or a regional crafts workshop are considered more valuable than a selfie in a crowded tourist spot.
The main reward is the cognitive and emotional benefits that result from increased empathy, a more open mind, and a profound sense of personal growth gained by directly interacting with the destination’s social fabric.
Costa Rica Cases
Properties that are successfully responding to this demand are designing experiences where luxury accommodations become a gateway to local life and cultural traditions, such as Nayara Resort, Origins Lodge, and El Silencio Lodge.
Jonathan Rojas, client relations and marketing manager at Hotel Nayara Resort, explains, “We have transformed the concept of a high-end getaway. For today’s traveler, luxury is about intimacy and access. Instead of grand tours, we focus our programs on experiences that allow guests to interact in an exclusive setting. This can include a walk on hanging bridges or a night hike to discover the area’s biodiversity; a coffee and cacao tour to learn about the national traditions of both products; or a visit to an organic farm and connect with Costa Rica’s heritage.”
Gabriela Mora, general manager of Hotel Hideaway Río Celeste, mentions, “Our focus is on being a sanctuary of authenticity. Guests can visit the Maleku Indigenous Reserve, where they will learn about the current life of the Maleku communities, their art, culture, and customs; as well as taking a chocolate tour and learning about the process, hiking in the Tenorio Volcano National Park, or visiting Tapir Valley, named after one of the country’s most iconic inhabitants, the tapir.
Finally, Paola Bolaños, sales manager at El Silencio Lodge, comments that “our philosophy focuses on reconnection, both with nature and culture. Nestled in the forest, we promote well-being, but with a local dimension, where guests can take a coffee tasting class, learn to cook national dishes, plant a tree, paint a wagon, take a chocolate tour, as well as take a hike on the property and visit our waterfalls, among other activities.”
The future of tourism lies in genuine exchange.
Millennial travelers are willing to invest in destinations that allow them to leave a positive mark and take away a personal and authentic narrative from the place they visit.
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