As I perused this week’s news topics, I came across an article in Travel Weekly stating that President Obama has granted solo travel to Cuba for educational purposes. When I’d finished reading, I thought about that fact that despite five decades of negative press and a political embargo, Cuba has still managed to pique the interest of travelers from around the world, especially here in America. In an age where the reputation of a travel destination can be damaged by the wrong tweet, a local incident gone viral on YouTube, or the wrath of Mother Nature, how is it that Cuba, once deemed a communist threat to the Western Hemisphere, has still managed to welcome travelers from other countries and recently seen a 77% increase in American tourists in the past year?
http://www.reuters.com/article/us-cuba-usa-tourism-idUSKCN0V40DP
Yes, the mystery of visiting a destination that has been “forbidden” lends to the appeal, but if you look a little deeper, the draw to Cuba is tied to our exposure to a few key attributes over the years:
Its People — While the rise in visits from U.S. travelers can be attributed to improved diplomatic relations, America’s curiosity about Cuban culture also stems from the large presence of the Cuban American community in America. From Desi Arnaz to Celia Cruz and Gloria Estefan, our lives have been touched by their work as actors and musicians, giving us a little bit of their culture in the process. Whether you’re a baby boomer or a millennial, you’re sure to have seen at least one episode of I Love Lucy and heard Desi proclaim, “You’ve got some ‘splaining to do!” Just take a stroll through Miami’s busy streets and you’ll find yourself practicing a little Spanish from time to time.
Its Food — Whether intentionally or just out of nostalgia, the Cuban influence on cities such as Miami, Tampa, or New York has exposed many of us to mouth-watering foods that have become staples on American menus. If you’re a meat lover or a foodie in general, you may have taken a bite of a Cuban Sandwich (a deli favorite consisting of roasted pork, ham, Swiss cheese); or if you’re a cocktail aficionado, perhaps a traditional mojito (courtesy of Chef Bobby Flay and Foodnetwork.com) (consisting of white rum, mint, lime juice, and sparkling water), is more your speed; or perhaps you have a penchant for black bean soup. Whatever your taste bud’s desire, one thing is clear, you didn’t have to travel to Cuba to satisfy it.
Its Culture — The Cuban cigar, undoubtedly one of the most recognizable products affiliated with the island nation, has helped to give Cuba its appeal. A symbol of status, or in today’s terms, SWAG, fascination with the Cuban cigar has helped to keep Cuba on the minds of those who place high value on this hand-rolled product. Similarly, Cuban music has played a major part in the American music scene from the days of Celia Cruz and her signature call – Azucar — to Gloria Estefan and the Miami Sound Machine (who can forget their hit Conga)?
Through the generations of Cubans who reside in the U.S., the country has had ambassadors promoting the elements that make it special. Now, the rest of us want to see and feel this magic for ourselves. This presents an opportunity for Cuba to refresh its brand from the inside out. The lesson for other destinations is that branding is a process that comes from an authentic place. Despite what external factors may threaten a destination’s brand, tourists come to connect with the essence of a place – its people, its food, its customs, its soul. These are at the core of the destination that Cuba will become. If these characteristics remain present, there will always be a little something to make them want more.