Cuba’s Rich Cultural Heritage

I’ve recently returned from a fascinating 10-day research trip to Cuba. I went there to write a case study for a project I’m involved in whose goal is to advise tourism planners about balancing the needs of historic preservation with those of tourism development. Our small team visited five out of Cuba’s nine World Heritage sites, focusing on the five that are cultural heritage sites in urban settings.

We came away realizing that there is a real need in Cuba to develop a comprehensive tourism management plan for cultural tourism. Having banned tourism after experiencing the negative consequences of prostitution and gambling during the period leading up to the revolution (the reaction to which, in fact, contributed to the success of the revolution), Cuba re-introduced tourism in 1993 following the collapse of the Soviet-led trading block, upon which its economy had become dependent. The plan began with beach tourism, developing the Varadero Beach area to meet international standards.

But it seemed to us that, thus far, Cuba has done little to develop the required infrastructure to promote cultural and natural heritage tourism. We started and finished in Havana, focusing on Old Havana. In between, our group of four researchers traveled in a van with a driver and guide to visit World Heritage sites in Cienfuegos, Trinidad, Camaguey, and Santiago de Cuba.

Cienfuegos’ old town features a cluster of historic buildings around a main square, established originally by French settlers from France and New Orleans, who successfully appealed to the Spanish crown for rights to establish the city. The architecture is a blend of French and Spanish, making for a unique heritage site. Nearby Trinidad is heavily influenced by Afro-Cuban heritage, with a look all its own; a delightful place to visit.

Camaguey is a large city, but the historic center is intriguing for its odd street patterns and five historic squares. Santiago de Cuba, the second largest city in Cuba and a cultural center, is a vibrant Caribbean city. We timed our visit to experience a portion of its annual Fiesta del Fuego, a five-day festival that celebrates Caribbean culture. Note on a map how close Santiago de Cuba is to Jamaica, Haiti, the Dominican Republic, and other diverse Caribbean cultures, and you’ll appreciate how culturally distinct it is from Havana.

Cuba contains rich cultural heritage, it has a strong appreciation for its heritage, and there are many layers of heritage protection. But much of the tangible heritage is threatened by a lack of effective preservation and restoration resources. Much restoration is underway (we saw many successes!) but the extent of its restoration needs far outpaces its available resources.

In addition, the US trade embargo creates unique circumstances for Cuban preservation and tourism management. When the embargo eventually ends, either through the gradual dismantling of its many legal layers, or suddenly, the world’s second largest outbound tourist source market (and close neighbor to Cuba) will dramatically change the game for both preservation and tourism. For Cuba to retain its unique character, this must be managed and planned for.

One hopes that Cuban tourism planners are sufficiently aware of a) the opportunity their cultural and natural heritage sites offer and b) the difficult challenges the country will face as it works to preserve them. American travelers and travel professionals would do well to consider history and current realities in the country as they plan for the eventual opening up of this great destination to the US travel market.