“You are the destination”: The  Ministry of Tourism’s new communications campaign

The Ministry of Tourism recently launched a new communicationsl campaign targeting the Cuban public. The aim is to highlight the population’s role in one of the country’s main economic sectors. The slogan identifying the campaign alludes to this.

The main group in the broad social spectrum on which the campaign focuses are tourism workers, who play a vital role in visitors’ tourism experience. The first and most important goal is for them to feel valued and recognized for the work they do.

Meanwhile, another important social group emerges: the general population, all the nation’s inhabitants, as they are the main protagonists of tourism management, interacting daily with the leisure industry, in addition to being the direct and indirect beneficiaries of its results.

The destination of Cuba offers culture, nature, history, and safety. These values stand out and take shape through those who manage, guide, serve, and accompany tourism.

The warm and supportive manner in which Cubans welcome visitors and engage them in the country’s social, historical, and cultural fabric is undoubtedly an added value. The destination is, in essence, its people, those people who must be the universal beneficiaries of the income generated by the tourism industry.