Costa Rica has built one of the most recognizable tourism identities in the Americas, grounded in sustainability, biodiversity, and nature-based experiences. For decades, this positioning favored low-density, experiential hospitality formats, often at the boutique or eco-luxury end of the spectrum.

Historically, spas and gyms were considered an “amenity” or a nice-to-have perk intended to elevate the brand perception or to fulfil the “star rating” requirement. Today, the growing global emphasis in the post-COVID era on healthy lifestyles, work-life balance, mental wellbeing, and mindful living is driving increased spending on wellness services and retreat experiences.