The American Tourist and Cuba

Sunday, March 20, 2016, proved to us that change in Cuba is indeed inevitable. With the visit of President Barack Obama and his call to lift the embargo, the wheels have been set in motion–a crucial move that will impact the tourism industry in a major way.

For half a century, Cuba has been hidden from the American tourist, but was no secret to the rest of the world. And in just a few years, Cuba will be a prime example of how a country adapts and diversifies to meet the demands of curious travelers.

This dynamic evolution will not only affect the hospitality sector, but change the way people–Americans and Cubans alike–experience the world.

So what can American tourists and Cubans expect from a mended relationship?

Authentic Experiences for Americans

Seemingly untouched and perfectly preserved for over 50 years, Cuba is a time capsule, of sorts. The history, the people, the architecture, the culture, the food (the rum and cigars!) is as authentic as it gets: Havana’s Colonial-style edifices rival the ornate designs of European palaces. Unspoiled powder, white-sand beaches span crystal clear waters. Vintage cars from a bygone era line every street. Local families still run traditional in-home restaurants. It’s no mystery why the allure of this distinct Caribbean island is so poignant.  

VP of the Port Authority of Jamaica William Tatham states, “Went recently and found it an amazing experience...Though it lacked some infrastructure and services, I thought the architecture was beautiful, the art fantastic and at a price to suit every wallet...”

There is no doubt that the American tourist will have to embrace a truly authentic Cuban experience; filled with character and Old World charm. Due to the decades-long embargo with the U.S., Cuba’s access to resources were limited to necessities, so the U.S. consumer will have to dial down expectations for the time being.

 Those of us in the luxury hospitality business know the importance of a solid infrastructure to meet Americans concerns over travel conditions. This is a reality we [Sandals Resorts International] are very familiar with. After years of running three successful all-inclusive resorts on the island, we ultimately decided to leave because our brand standards could not be maintained due to these circumstances. But we are excited to see things are changing for the good and we’re watching.  

This will be the island’s greatest challenge and opportunity. Embracing the U.S. means having to welcome advancement at every level.

A Ripple Effect Felt by Cubans

Tourism is one of the most powerful economic drivers globally. The economic footprint left behind by a visitor in the form of foreign exchange will spur Cuba’s opportunity in every industry. Bankers, farmers, small business owners, healthcare professionals, taxi drivers, musicians, artists and more will benefit from the American tourist. It is undeniable that no other single entity impacts every part of a destination like tourism.

The Gist

Cuba is a resilient nation made up of beautiful communities and extraordinary people. Its tropical climate, rich history and proximity to North America, make it an exciting prospect for tourism. But with that prospect comes great responsibility from industry leaders to preserve the uniqueness of Cuba, while helping the country and its communities progress towards an even better future.

As Henry Miller so eloquently put it, “One’s destination is never a place, but rather a new way of seeing things.”

For so many, Cuba is Destination Unknown: A place where time seems to stand still, yet offers an entirely new way of seeing the world.