Cuba awarded in China for preservation of intangible cultural heritage

The “Intangible Cultural Heritage Activation Partner Destination 2025” award was presented to Cuba this week by China’s Meadin Research Institute, following the application of a rigorous system for evaluating international tourist destinations that assesses market penetration, innovation in the experience, ecological synergy and sustainability.

The island’s work in preserving and revitalizing intangible cultural heritage was the most important factor considered for the award. At the ceremony, which took place during the opening of the Meadin 2025 Culture and Tourism Festival, Elizabeth Vela, Cuba’s Tourism Counsellor to Asia, noted that Cuba is one of the most unique and fascinating destinations in the Caribbean for Asian travelers.

She added that the island was declared the top tourist destination in Latin America for China in 2003, opening up opportunities for Chinese visitors, according to the Cubadebate website, which also features Vela’s references to significant steps in consolidating the relationship between the two countries in the tourism industry.

The resumption of direct Air China flights to Cuba, along with visa exemptions for Chinese citizens, facilitates travel and promotes multi-destination tourism to Latin America. These are among the most important factors for this boost. Meanwhile, the Cuban Ministry of Tourism’s “Cuba Única” campaign highlights national identity, the kindness of the Cuban people, and the achievements of the revolution in all social spheres, the diplomat added.

Havana’s desire to deepen ties with Beijing is evident in its efforts to adapt to the cultural and gastronomic needs of the Asian market, its commitment to a multi-destination tourism model, and the island’s unique cultural and natural wealth, as well as its benefits in the health and nature sectors, as Cuban Ambassador to China Alberto Blanco told the press.