The internet strategy of the Costa Rican Tourism Board

This case is set in 2001 when the ICT makes a call for proposals to design, build, operate and market, a new website and introduce a reservations system. A discussion of the factors leading to the spectacular growth of Costa Rica as a destination and of the way in which the Internet has transformed the sector value chain, leads to a benchmarking exercise of ICT as a destination marketing organization, and an analysis of whether the ICT should become involved in handling reservations and how.