50 years of Publicitur S.A.

On March 5, 1976, in a small office, a project was born that would eventually become a fundamental communications pillar for the Cuban tourism industry. Today, as it celebrates its 50th anniversary, Publicitur S.A. is not just an agency; it is a witness to and protagonist of the history of tourism in Cuba, a school and a symbol of resilience.

What began as a modest advertising media department, under the then National Institute of the Tourism Industry (INIT), has evolved into a solid company that provides comprehensive communication services, comprised of an advertising agency, a graphic production subsidiary, and a media workshop.

Throughout these five decades, Publicitur’s journey has faithfully reflected the evolution of Cuba as a destination. With the Ministry of Tourism (MINTUR) as its main client, the agency has borne the enormous responsibility of conceptualizing and conveying the essence of the island to the world.

This path, marked by achievements and not without setbacks, has served as a foundation for growth, characterized by memorable communication projects that have stood the test of time. From its very beginnings, under the leadership of figures such as the intellectual Héctor Zumbado and the designer Jorge Hernández, the agency laid the groundwork for what would become its own distinctive style, creating the first advertisements for Bohemia magazine and the INIT information board.

The ingenuity of its founders soon bore fruit with the first major tourism slogan: “Cuba, happy as its sun,” a piece that promoted a destination and perfectly illustrated the analogy between the Caribbean sun and the essential nature of Cubans, as the seed of what would later become the diverse Imagen Cuba campaigns.

Over the years, this portfolio of brands was enriched with slogans that still resonate in the collective memory and have positioned the country in the competitive Caribbean market: “Cuba, come and see”; “All the blue of the Caribbean”; “Yes to Cuba, similar and different”; or the vibrant “Viva Cuba”. More than words, these slogans were windows to the world that invited people to discover the nation’s authenticity.

However, Publicitur’s legacy extends beyond slogans and campaigns. A pioneer in media diversification, in the 1980s, with the boost from Canal del Sol—inaugurated in 1984—the agency brought the image of Cuba as a destination into homes, with varied programming full of useful information to learn more about the largest archipelago of the Antilles.

Later, with the creation of Editur, the publishing work was consolidated, giving rise to publications such as Sol de Cuba and a newsletter, which became informational benchmarks.

In the digital age, it made the leap with the creation and operation of the Cubatravel website, becoming MINTUR’s premier information platform and an essential bridge to connect with 21st-century travelers.

Among its most recognized and visually powerful milestones is its participation in the creation of the logo that distinguishes Havana as a Wonder City of the World, a project that required capturing the essence of a unique city for global recognition. Likewise, the agency has woven a network of identities for tourist destinations that are now registered trademarks: “Varadero: The sun’s favorite beach”; “Holguín: The most beautiful”; “Santiago de Cuba: The most Caribbean”; and so many others that form a map of sentiments and capture Cuban’s sense of belonging to their island.

Behind each of these achievements lies the true heart of Publicitur: its team. Men and women who, in some cases, have dedicated more than 30 years of their lives to this company—account executives, designers, copywriters, photographers, videographers, and technicians who have upheld the agency’s name at international events and have skillfully and boldly defended Cuba’s image before the world. They, and all those who work to sustain the company’s workforce, are the guardians of a philosophy that understands advertising not only as a product, but as an act of love and commitment.

Today, on its 50th anniversary, Publicitur S.A. celebrates the longevity of a company and the enduring relevance of a project. Looking back means recognizing the legacy of those who founded the “Advertising Media Department” on Línea Street and of those who, day after day, year after year, added rungs to this ascending ladder of communication. Therefore, on this March 5, 2026, gratitude is the word that best defines the date.

Publicitur thanks the founders for their vision and courage; the veterans for building the school and passing on their expertise; the young people for injecting fresh energy and adapting the legacy to the times. And, above all, teh agency thanks the clients who have trusted it over these 50 years because, thanks to them, it continues to be a vital link in the communication of the Cuban tourism industry today more than ever, and a steadfast ambassador for the image of this unique Caribbean island.