Marta Gómez Ferrals

In a little more than a decade, tourism has become the number one source of hard currency in Cuba and a stimulus for other branches of the economy. The year 2000 closed with 35 000 rooms, but by 2005 there should be more than 50 000, and here we have an exclusive interview with this island's Minister of Tourism, Ibrahim Ferradaz.

"The last ten years have shown average growths of 19, 11 and 26% in visitors, rooms and income, respectively, with more than half of Cuba's 1999 hard currency from tourism," said Ibrahim Ferradaz.

"Less than a decade ago only 17% of supplies came from domestic producers, but through efficiency, quality, pricing, prompt delivery, and adequate financing that has grown as a result of tourism's driving force.

"The capacity to boost its own earnings and stimulate other branches is further enriched by its ability to show visitors the revolutionary process from the inside," he pointed out.

Main tourist centers

Cuba's eight principal tourism clusters include:

1. Havana
2. Varadero
3. Jardines del Rey
4. Holguín
5. Santiago de Cuba
6. Cienfuegos
7. Trinidad
8. Cayo Largo and the Isle of Youth

The minister said, "We are also promoting Pinar del Río and Viñales, as well as some architecture in other cities, but the brunt of our efforts lies in these centers. Additionally we are trying to diversify our markets, and currently concentrate on the following (in prioritized order) : Canada, Germany, Italy, Spain, France, United Kingdom, Mexico, Argentina.

"These eight emitting markets make up almost 70% of visitors, and are important for their stability. We're also trying to open up Switzerland, Austria, Belgium, Holland, Chile, Brazil, Japan, China and Russia," he said.

Ferradaz also pointed out that they're diversifying the product. More than 60% of visitors want beaches, but "we are additionally promoting city tourism, events, historical and nature tours, as well as water sports."

Nature tourism and more

Nature tourism is no longer new to Cuba, and has always been accompanied by strict adhesion to environmental legislation and maximizing cultural values. The year 2000 included an international nature tourism event in Viñales, to be repeated this year in the province of Cienfuegos, with a potencial in the Escambray mountains.

Another modality is event tourism, which can secure income from participants' collateral spending. The Conventions Bureau and International Conventions Center in Havana, and the Varadero Conventions Center as well as the Heredia theater in Santiago handle many events. Nevertheless, there are many hotels fully equipped to cover large international events. "We can fulfill the needs of a globalized world by offering a safe clean country to use as a meeting place," said Ferradaz.

Furthermore, visits programmed for older people and visits to health facilities are also on the rise: "Health tourism is not only linked to the treatment of disease, but prevention, anti-stress, beauty treatments, exercise and other areas."

Foreign Colaboration

Both joint ventures and administration contracts have been implemented for some time in Cuba, and the latter is sometimes even realized with 100% Cuban property. Spain, Italy, France, England, Canada, Jamaica and Germany are some of the biggest foreign clients in tourism, and studies have shown that visitors can identify with larger hotel franchises.

One Caribbean for Tourism

This motto is representative of Cuba's will to integrate into a multi-destination region, searching for common elements of environmental protection, air travel and more. "More than just beaches, rather the multiplicity of Caribbean culture," said the Minister.

The future

"Cuban growth must be linked to the market, without destroying our society with casinos, etc. We are carrying out a five-year plan for success and are confident we'll keep growing."

(Tomado de Cuba Internacional)