This report examines the potential market for pleasure travel from the United States of America to Costa Rica. The findings are derived from Menlo Consulting Group, Inc.'s 2007-2008 Travel Styles research program: Americans as International Travelers. The analysis is intended to help the "Instituto Costarricense de Turismo" (I.C.T.) improve its marketing effectiveness in the United States by increasing its understanding of the changing trends in the marketplace and the characteristics, interests, and preferences of American travelers in the market for Costa Rica.
The report provides the basis for quantifying market potential, identifying promising market segments, and designing advertising and promotions. Because the ICT has subscribed to the TravelStyles research in the past, we present this analysis in a similar format as we used in previous reports. This approach will facilitate the ICT's review of the information.