Both tour operators and the Ministry of Tourism (Mintur) reflect in their reports this pattern, which undoubtedly attracts those who seek active rest on the island, despite the pressing economic problems of the present.

Heritage tourism as a driver of local development means a lot for regions and municipalities, and is an important part of development.

World Heritage-listed destinations face a constant tension: taking advantage of the tourist flow without sacrificing the integrity of the site that makes them attractive.

The case of Viñales, in the western province of Pinar del Río, illustrates this dilemma. Declared a World Natural Heritage Site by UNESCO, the valley depended almost entirely on international tourism, with about 80 percent of the population directly or indirectly linked to this activity.

When the flow of visitors collapses, as occurred in 2026 with a 64.4% drop in tourist arrivals to Cuba between January and August, the local economy breaks down.

Restaurant and business workers are reconverted into farmers; the premises close but do not disappear, in a survival strategy that seeks not to lose presence in the commercial circuit.

However, this tourist value prevails and is unremovable in the recovery plans as one of the most relevant links in the chain.

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