In Guanacaste, on the secluded El Jobo beach, the JW Marriott Costa Elena Resort & Spa opened on 30 September 2026 — the world's first all-inclusive hotel under this luxury Marriott brand. With 415 rooms and 17 pools, the resort positions itself not as an ordinary package holiday, but as an "immersive" experience where luxury meets mindfulness and local traditions.
The project is the result of a $60 million renovation of the former Dreams Las Mareas hotel. Located within the Costa Elena residential complex on 1200 hectares of tropical dry forest near the border with Nicaragua, it offers guests 15 restaurants and bars, its own JW Garden, and a spa area of almost 1500 square metres with a Mindfulness House — the first in the brand.
Guanacaste has long attracted investment in the luxury segment: in 2025, Nekajui, a Ritz-Carlton Reserve, opened here, and Marriott names Costa Rica among the five most popular destinations for Latin American travellers for 2027. The opening of an all-inclusive under the JW flag signals a shift in demand: affluent clients want a seamless holiday without compromises on quality and service.
Unlike classic all-inclusives with buffets, the emphasis here is on signature concepts: the Leal restaurant offers coffee roasting and a seven-course menu inspired by the country's provinces, Casado — a wood-fired grill by the coast, and Puerto Limón — Afro-Caribbean cuisine. Weekly night markets with local artisans and excursions — from kayaking to private yachts — are meant to connect guests with the region.
The wellness programme includes hydrotherapy, sound healing, reiki and cacao ceremonies, while the design references the figure of Sibú from the traditions of the Bribri and Cabécar peoples. The Griffin Club, with 45 rooms, adds privacy with a separate lounge, pool and beach — for those seeking an even more exclusive level.
This opening reflects a broader trend: luxury brands are embracing the all-inclusive format, adapting it to demands for authenticity and well-being. In Guanacaste, where ecotourism coexists with large-scale construction, such a project raises the question of the balance between economic growth and the preservation of natural and cultural heritage.
In all likelihood, Costa Elena will not be Marriott's last step in the region — back in 2025, the possibility of branded residences was mentioned.
