• by Jorge Aguilar , April 15, 2016

With President Obama’s recent visit to Cuba—the first by a sitting U.S. president in 88 years—and commercial flights between the United States and Cuba resuming, the island nation can take advantage of improved diplomatic relations to invest in its country as a destination brand. But how does a country with a controversial political history improve its image for Western tourists? Cuba can follow the lead of countries like Russia and China, which have adopted their own forms of strategic branding campaigns to separate them from their political histories and focus on their allure as tourist destinations.

Separating Cuba the country from Cuba the government

Cuba is a unique cultural commodity—visiting is like stepping into the past. While Western tourists may disagree with the country’s political stance, it’s possible for them to embrace its people and culture regardless. Eastern European countries like Russia have accomplished this by positioning themselves as inexpensive, interesting destinations: Russia’s affordable accoutrements, storied history, and strong culture create intrigue for tourists. China, meanwhile, encourages tourism through grand attractions like the Great Wall, as well as through delicious food and a heritage that brings together old and new. For Russia and China, their identities as tourist destinations exist regardless of who is in power.

As Cuba looks to accomplish a similar feat, it should consider promoting itself by portraying the real faces of its people. When tourists are familiar with the residents of the island nation, Cuba becomes humanized and personalized. The country then has the potential to develop into a sort of romantic brand: Steeped in mystique, Cuba is a location suddenly available for the Western world to see. The food, the people, the music, the island’s natural beauty—all of these things can help create a legacy and identity for Cuba beyond the Castro regime and its turbulent history with the United States.

Branding Cuba as a historical destination to visit before it changes

Cuba does not have to limit itself to an identity as a romantic getaway, however. It can subtly position itself as an evolving brand, a country in transition. As cruise lines, hotel chains, and even Airbnb stake early claims, now is the time for Cuba to capitalize on its historical appeal, before its old-world charm is replaced by modern-day brands like Starbucks. Furthermore, Western consumers—millennials, in particular— tend to prefer brands that are authentic and true to their principles. Cuba can take advantage of this, using its heritage and culture to resonate more strongly and maintain its authenticity.

China and Russia already do this, and it works. They leverage their pasts by encouraging historical tourism through government-sponsored parades and tours of socialist landmarks. Westerners who are curious about life under different political regimes receive a glimpse of life and society that is very different from what they’re accustomed to. Cuba can do something similar, encouraging tourism to foster cultural awareness through a hands-on approach to history.

As a country in the midst of defining its character, Cuba has dual paths to explore in determining its identity. On the surface, the island holds incredible allure and appeal—it is the country of Hemingway’s memory, preserved in amber, rife with vintage cars, historical charm, stunning scenery, and appealing affordability. But as it enters the forefront of the tourism market and begins to modernize, Cuba should maintain a well-honed focus on its people, culture, and heritage, as these elements will ultimately be keys in helping it gain a foothold as a long-term tourist destination for the West.