ARA Tours

About us

ARA Tours was founded in 1993 by Swiss partners and has been part of the Abercrombie & Kent Travel Group since 2023. As a leading Destination Management Company (DMC) in the B2B sector, we are committed to the highest standards of service and quality.

We specialize in original and sustainable travel solutions for individual travelers, small groups, and incentive travel programs—primarily in Costa Rica, as well as in neighboring Nicaragua and Panama. Our approach combines in-depth destination expertise with tailored concepts and a strong operational network on the ground.

Our team provides 24/7 personal support and fast, precise proposal handling. Through strategic partnerships with selected transportation providers, experienced tour guides, and a multilingual team, we ensure seamless operations and the highest level of professionalism—supported by modern technology.

Our operations follow the standards of Costa Rica’s Certification for Sustainable Tourism (CST), awarded by the national tourism institute.

Interested? This email address is being protected from spambots. You need JavaScript enabled to view it. — we look forward to hearing from you.

Approach & Philosophy

We believe that tour operators and travel agencies can successfully compete with online booking platforms—provided they offer genuine destination expertise, tailor-made products, personalized service, and real added value.

Technology plays a key role by streamlining processes and increasing efficiency. However, tourism remains a people-driven business. This is where we make the difference.

Our model combines advanced technology with individualized support and personal service, creating the ideal balance between efficiency and close collaboration—and giving our partners a clear competitive advantage.

Our Strengths at a Glance

In-depth destination and product knowledge in Costa Rica and Central America — supported by a strong local presence
Multilingual customer experience team — expert support throughout all travel phases
Certified sustainability (CST) — committed to responsible tourism in Costa Rica and the region
Diverse and flexible product portfolio — tailored solutions for different client segments
Specialized niche products in Costa Rica — from bike & e-bike tours and birdwatching to hiking, golf, and authentic ARA Xperiences
Active presence at international trade fairs and industry events
Centralized, cross-border operations in close collaboration with partner agencies through Latinconnect
Detailed travel documentation — available digitally and in print upon request
24/7 availability, including emergency support for maximum security and reliability
High customer satisfaction — 96% of travelers rate their experience as “good” or “very good”
Digital product platform with structured travel content, images, videos, and pricing via Latinconnect
Integrated brochure generator for creating customized, branded PDF travel documents
Airport meet & greet service with multilingual guides
Professional, local complaint management — fast, solution-oriented, and fair
Liability insurance for added security and trust

Mission

ARA Tours develops memorable and sustainable products of high quality in Costa Rica and its neighboring countries, sells them through classic or digital channels and operates tours with a high level of service and added value.

Vision

ARA Tours is recommended by all its clients as a leading incoming agency in Costa Rica, for its high quality and relevant product, helpful employees, efficient processes, reliability and sustainability.

Values

Quality
Innovation
Relevance
Professionalism
Reliability
Respect
Sustainability
Responsibility

Our Story - and a New Chapter

ARA Tours was born from a vision.

In 1993, Daniel Küng traveled from Switzerland to Costa Rica as a product manager in search of new and innovative destinations. What he discovered was far more than just a destination — it was a country full of life, extraordinary biodiversity, and a deep respect for people and nature. Inspired by this unique atmosphere, he chose to make Costa Rica his home.

Together with Roland Ayer, he took over the young agency ARA Tours and developed it into a leading Destination Management Company, driven by entrepreneurial spirit, innovation, and a strong commitment to quality. While Roland shaped finance, software, and logistics, Daniel contributed his extensive knowledge of the European travel market. From the very beginning, quality, individualized travel, excellent service, and efficient processes formed the foundation of the company.

A key milestone was the development of ARA Tours’ own reservation system—an early reflection of its innovative mindset. In 1999, the founding of Latincoming (now Latinconnect) marked the next strategic step: a cross-border alliance that continues to create synergies and drive technological advancement.

As Costa Rica gained international recognition as a sustainable destination, ARA Tours grew alongside it. Important milestones include CST certification since 2010 and active involvement in establishing new direct flight connections from Europe, including partnerships with airlines such as Lufthansa, KLM, Air France, British Airways, and Edelweiss Air.

By 2022, ARA Tours had established itself as one of the leading destination management companies in Costa Rica, with around 80 employees.

Daniel and Roland hand over the "key to ARA Tours"

A New Chapter Since 2023

Since 2023, ARA Tours has been part of the Abercrombie & Kent Travel Group. The ARA Tours brand remains intentionally independent, serving as a strong foundation built on over 30 years of experience in Costa Rica, while being strategically developed within a global framework.

With this integration, the portfolio has been expanded to include a dedicated luxury team specializing in tailor-made journeys for discerning travelers and travel designers at the highest level. In addition, exclusive experiences are being developed for expedition ships traveling throughout Central America.

Responsibility & Impact - Abercrombie & Kent Philanthropy

The philanthropic arm of the Abercrombie & Kent Travel Group (AKP) operates as a nonprofit organization dedicated to creating positive change in the destinations it serves through travel. In Costa Rica, its work focuses on four core areas: education, healthcare, entrepreneurship, and environmental conservation.

Mission & Focus - The organization's efforts are centered on four key pillars: education, healthcare, enterprise, and environmental conservation. Its goal is to empower local communities as stewards of their landscapes and cultural heritage.
Reach & Impact - AKP supports more than 70 projects across over 25 countries on all seven continents. In 2024, approximately USD 2.7 million in donations were raised, positively impacting the lives of nearly 400,000 people.

Leadership & Operational Excellence

Today, the company is led by General Manager Sandra Haun, who brings over 20 years of experience within ARA Tours and deep knowledge across nearly all operational areas.

She is joined by Marco Thomas Crawford, who has dedicated his entire career to the luxury travel segment in Costa Rica and brings this philosophy and expertise into the development of exceptional travel experiences together with the team in San José.

Looking Ahead

From a bold idea in 1993 to a strong partner within a global travel group, ARA Tours remains what it has always been: a company defined by passion, innovation, and a deep connection to Costa Rica.

We look forward to welcoming your guests—and shaping the next chapter together.

Sandra Haun

Commercial Director & A&K General Manager, DMC - Costa Rica

Marco Thomas

Deputy Manager A&K