Osa Vive recently installed a series of three bilingual educational billboards along the Costanera highway between Ojochal and Uvita. Why? Because sometimes, you have to fight bulldozers with big signs.

Why This Matters

Costa Rica is a global gem: breathtakingly beautiful, fiercely peaceful, wildly biodiverse, and full of kind, proud people. The Southern Zone in particular is like nature’s VIP lounge—monkeys swinging overhead, toucans arguing in the trees, coral reefs shimmering offshore, and culture that pulses with life. It’s no wonder people from around the world come here seeking the magic.

And when tourism is rooted in sustainability—eco-lodges, cultural immersion, forest hikes, reef snorkeling—it supports the local economy and protects the very things people come to experience.

But not everyone comes here for sloths and sunsets.

Some come chasing one thing: MONEY.

Where you might see a pristine forest full of life, these folks see “undeveloped land with ocean views.” To them, it’s all potential profit—trees, animals, communities be damned.

Billboard #1: PURA VIDA?

We all know the phrase. Pura vida means “pure life”—a celebration of Costa Rican culture, joy, nature, and community.

But lately, it’s starting to feel like “loving something to death.”

In the name of “development,” forests are being clear-cut. Wildlife is losing its home. Hillsides are scraped down to clay, causing erosion that clogs rivers and suffocates coral reefs. It’s not development—it’s destruction dressed up in tropical real estate brochures.

Developers are selling a dream. But if you look closer, it’s more like a scam.

Billboard #2: OVERDEVELOPMENT DESTROYS NATURE… AND RAISES COSTS FOR LOCALS

Yes, cutting down forests harms the environment. That much is obvious.

What’s less obvious is how overdevelopment dries up more than just creeks—it dries up opportunities for locals. Fewer trees mean less rain. More visitors mean more water use. Suddenly, the once-abundant Southern Zone is facing shortages.

(Locals collecting water in Guanacaste. Credit: Tico Times)

And while large-scale projects might create a few temporary construction jobs, many of those go to people who are not local or are even from other countries like Nicaragua. The long-term jobs left for locals? Often low-paying roles in gardening or cleaning, with little upward mobility.

Meanwhile, who benefits? Investors. Wealthy developers. People rich enough to build luxury homes in someone else’s paradise. These folks aren’t hurting—but their projects hurt everyone else.

Need proof? Look at Guanacaste. It’s filled with resorts, and also one of the poorest regions in the country. Locals there are being priced out of their own towns. The same is already starting to happen here in the Southern Zone.

High-end developments don’t lift up communities—they push them out.

Billboard #3: LET’S PROTECT FORESTS, COMMUNITIES, AND WATER

Here’s the deal: once these habitats are gone, they’re gone. Once living costs skyrocket, people can’t afford to come back. There’s no “undo” button.

Tourists don’t fly here to see condos. They come for waterfalls, howler monkeys, and jungle trails. They want the real Costa Rica, not a gated community with imported palm trees.

And Ticos are pushing back. In Samara, a community just blocked a massive development project. Nationwide, citizens are standing up to gentrification and fighting to keep their land, culture, and environment intact. But this fight isn’t over—it’s just beginning.

Guanacaste is already overbuilt. Let’s not let the same thing happen here.

What Can We Do?

We need to rethink what “luxury” really means. Is it a marble countertop with a view, or waking up to toucans and the smell of rainforest? Is it exclusivity—or authenticity?

Even global artists like Bad Bunny are calling out the dangers of this trend. His song “El Apagón” talks about how irresponsible development has devastated Puerto Rico and Hawaii. Sound familiar?

It’s happening here, too.

We believe that development should benefit locals—not displace them. It should create opportunities and protect the environment, not exploit both. That’s why we support Tico-owned businesses that preserve the land and promote eco-tourism. That’s the path forward.

How You Can Help

We say NO to irresponsible development.
We say YES to sustainable tourism.
And we ask visitors: Protect the communities and ecosystems you came to see.

Osa Vive works hard to fight back—legally. We research, file claims, review permits, and do environmental impact assessments. But all of that takes money. The number of projects we can take on depends directly on the resources we have.

So if you love this region—and want to see it stay wild, vibrant, and affordable for the people who call it home—please help:

👉 Become a member
👉 Donate if you can: osavive.org/donate
👉 Follow us and share the word

Together, we can make sure Pura Vida stays pure.