This paper considers the ad hoc development of ecotourism at Ostional, Costa Rica, and the potential benefits for the local community in the absence of government planning or intervention. In 1995, only four percent of Ostional households identified tourism as a source of income; however, this was substantial in comparison to that derived from other economic activities. While most Ostional residents had positive attitudes toward tourism, they had limited awareness of employment or investment opportunities. Lack of awareness, along with increased activity by outside investors, suggests that, in the absence of formalized planning or intervention, the possibilities for the community at Ostional to further benefit from tourism development will be limited.