UnLeadership

36Leadership Hospitality

Alejandro Castro-Alfaro specializes in marketing, strategy, business consulting and sustainable development focused in the tourism industry. His passion for the environment and responsible business drove him to co-lead the “I Dare You To Plant A Tree” campaign, one of the largest private-public initiatives ever carried out in the country for this matter. He founded the INCAE MBA Oath Club—the first graduate level business ethics club in Latin America. Upon completing his MBA, Alejandro assumed a leadership role within his family business (public transportation and tourism). In 2014 the minister of tourism of Costa Rica appointed him as the youngest deputy manager and marketing director of the Tourism Board (ICT). After this governmental role, Alejandro transitioned into independent consultant and established his own business consulting firm and an advertising agency. Alejandro has worked as an international business consultant with Grameen Creative Lab (Colombia) and with THR Tourism Industry Advisors (Spain/ Saudi Arabia) and actively invested in local entrepreneurs.

(Highlights from our interview, recorded June 7, 2023.)

IT'S INTERESTING TO THINK ABOUT leadership. There is a big difference between leading within a company, the public sector, or a political organization and trying to get your mother to restructure the family business. My grandfather was a pioneer, and I've been trying to change the company since my early 20s—so I have certainly ...