TOWARDS A HARMONIOUS RELATIONSHIP BETWEEN TOURISM AND CULTURE IN CUBA
If we are having good time discussing the relationship between tourism and culture, it is not by simple rhetorical exercise. The sustainability and development of the national tourism industry, and the Cuban economy and society in general, depend heavily on the fluidity of the communicating vessels between the two spheres.
It so happens that these relationships are not always harmonious or congruent. They have even become antagonistic. At the level of the governing bodies, agreements and agreements can be drafted, monitoring programs can be drawn up, joint strategies developed and commitments made. This, however, is not enough.
The biggest problem lies in the same understanding of the matter. As long as someone thinks about designing a culture for tourism, it will not move forward. You have to put the equation to the right. Tourism is the one that must be inserted, in an organic way, in the cultural life of the country.
Tourism is not only an economic activity of the highest order for Cuba, because of the income it brings and its weight in the growth of the gross domestic product. It is, above all, a cultural fact.
Culture is an element that is substantially associated with tourism. Culture is not a juxtaposed or merely utilitarian factor. Not as mere attraction, but as the foundation of a possible, necessary, and mutually enriching relationship between human beings.
In the language of specialists, the concept of cultural tourism is managed as a modality. They even get to branch out their variants.
Perhaps at the operational level this is relevant, but if we stick to the projection that we address, we will agree that every tourist event is cultural. That is why I invite you not only to avoid this redundancy, but to assume a coherent perspective, for me, the only possible one, in the promotion of tourism.
Tourism deserves to know and enjoy the best of Cuban culture. Culture is not only a cult of beauty, but a call to social consciousness, spiritual enrichment and a way to fully understand our identity.