The story of international tourism to Cuba is a complex one. From the pre-Revolution Tropicana Club and casino days to tourism’s eradication under Castro, and now back again with predominantly Havana and all-inclusive resort promotions, the island’s relationship to international tourism has constantly evolved. Cuba received more than three million international tourists in 2014, more than any other year in its history. This trend shows no sign of slowing down as arrivals for January 2015 outpaced January 2014 by 16%. Most of these tourists come from Canada and Europe, but as you might have heard, Cuba has another huge market entering the mix.

The smoothing of relations between the United States and Cuba nations may allow for a massive influx of American tourists in the near future, but for now this is uncertain. With the potential influx of tourists from the United States, will Cuba develop a sustainable tourism model a la Costa Rica, or will they choose to emulate the all-inclusive route so popular throughout the rest of the Caribbean?

Cuba has already developed a massive all-inclusive resort enclave, Varadero, on the northern coast a couple hours east of Havana. This 20-mile strand of beach is home to many joint ventures between the Cuban government and foreign companies, and only a small percentage of profits ever benefit the Cuban people. Massive all-inclusive resorts, although becoming more sustainability-focused, have a long history of being unsustainable. Profits depart destinations, environmental degradation occurs, and local traditions are shuttered or commoditized, leading to varying degrees of tourism imperialism.

Cuba has developed a few other all-inclusive resorts outside of Varadero, but an overwhelming majority of the island still lends itself to sustainable tourism development. By choosing to move forward with the sustainable tourism model instead of further developing mass all-inclusive resort tourism, four key benefits to Cuba arise:

1. Protection of natural areas:

Cuba has 263 protected natural areas that combine to make up over 20% its territory. Promoting ecotourism to these parts, while maintaining safe environmental limits, can funnel more money into the conservation and enhancement of these sites or encourage the designation of even more protected areas. Many travelers are seeking an experience beyond the typical sun, sea, and sand of mass tourism. A visit to Cuba’s protected areas would create this opportunity while helping to develop the ever-elusive sense-of-place that destinations desire to create.

Costa Rica has used this sustainability-focused approach to become the ecotourism epicenter of Central America, if not the world. Sustainable ecotourism has become a dominant part of their destination image, and they have well-preserved resources that will sustain their tourism economy long into the future. Why couldn’t Cuba become the king of Caribbean ecotourism? Cuba and Costa Rica have similar natural attractions including breathtaking mountains, extraordinary biodiversity, and pristine reefs and wetlands. No other Caribbean island has an array of natural assets to match Cuba.

Developing a sustainable tourism model brings an incentive to keep these areas protected long into the future. Solimar International has had success implementing sustainable solutions in a similar situation in the Dominican Republic, encouraging the protection of biodiversity through tourism with small and medium-sized businesses in the face of mass tourism resort development.

2. Preservation of cultural heritage:

In addition to amazing natural areas, Cuba has unique cultural tourism assets as well. UNESCO has designated an astounding seven sites on the island as cultural World Heritage Sites. Perhaps most importantly, these are spread throughout the island and only one is in Havana. Havana will never lack for tourists and distributing visitors throughout the rest of the country will be key to developing in a sustainable way. Linking these UNESCO sites and other cultural attractions together will encourage visitors to stay longer while creating a more authentic experience than all-inclusive resort travel. These outcomes fit the sustainable tourism model as profits would increase due to longer stays while spreading beyond the resorts and Havana.

The socialist history of Cuba is a tourism asset in and of itself. Even as Cuba eschews some of this philosophy, visitors will remain fascinated by the stories of Fidel, Ché, and the Revolution. Marketing these already-present Revolution-themed attractions instead of further promoting mass resort tourism builds upon Cuba’s unique cultural assets without further degradation of the natural or cultural environment, a possible outcome of building more resorts. This way, Cuba can show their cultural heritage while further developing the authentic sense-of-place that encourages repeat visits and promotes a positive destination image.

Cultural tourism could become a more powerful force throughout the island and is by no means limited to socialist history or UNESCO-designated sites. Baseball, music, dance, art, culinary traditions, agriculture, and many other aspects contribute to the island’s distinct cultural identity. By moving visitors and profits beyond the resorts and Havana, Cubans have more incentive to simply act naturally and be themselves instead of putting on tacky, commoditized representations of themselves at the all-inclusives. Solimar International has previously demonstrated how tourism can be a catalyst for protecting cultural heritage while increasing local revenue in Fez and Marrakech, Morocco.

3. Support for the Entrepreneurial Movement sweeping the Island

The combination of Cuba’s natural and cultural assets can be integrated into an immensely marketable sustainable tourism arsenal. In theory, this sounds great, but what is the vehicle for achieving this goal? One option would be to facilitate the formation of private enterprise and entrepreneurial development, which has led to innovation, efficiency, and coordination in the tourism sector in other destinations. In recent years, the Cuban government has slowly integrated private enterprise into the economy. This has been undertaken largely to reduce dependence upon the government, which can no longer supply everyone with jobs or a livable wage, and to bring black market activities into the formal economy.

As private enterprise becomes more viable, competition will lead to innovation and increased efficiency in the tourism industry. The Cuban people, who are quite resilient and creative, have actually had to develop a sort of entrepreneurial spirit over the years to overcome economic hardships. In Cuba this concept is known as “resolver,” which literally means “to resolve” and can be understood as something along the lines of “we’ll figure it out,” or “we’ll do what we have to do.” Deep neighborhood and family networks have evolved out of this process. These networks have come together to solve problems time and time again. Isn’t that what entrepreneurs do?

Cuban citizens view tourism as an engine for enterprise creation, mainly in the forms of casas particulares (rooms available for tourists to rent in private homes), paladares (small, privately-owned restaurants) and transportation services. Patronizing these businesses undoubtedly leaves the impression of an authentic experience in the minds of travelers while simultaneously contributing to the well-being of local residents via increased income. However, categories of legal self-employment are still restricted in Cuba. For example, Cuban citizens cannot be self-employed as tour guides, although the government has shown a recent affinity for being more responsive than in the past. Further developing private enterprise in tourism disseminates the benefits of tourism beyond the top level, reduces leakage, and creates competition. Competition is vital to innovation and a constantly evolving tourism product.

Solimar International has experience in facilitating new sources of income for people via small, entrepreneurial tourism ventures, specifically in Mali. As Cubans transition from government-provided jobs, they will continue to see the tourism industry as a viable alternative. Solimar International’s expertise in aiding small tourism businesses could prove to be valuable.

4. Improved well-being of Cuban citizens

As sustainable tourism catches on, Cubans will have access to more jobs and careers, higher earning potential, cross-cultural interaction, and new skills and training. A successful tourism industry with a healthy private sector component reduces dependence upon the government while empowering Cuban citizens to forge their own path. If Cuba can develop tourism similarly to the Costa Rican model, the results will be well-maintained natural areas and cultural sites which will provide jobs and careers well into the future. All of these developments contribute to improved financial security and overall well-being for Cuban citizens.

I see the potential for these four benefits to “spiral up” to create a sustainable tourism model in Cuba. If private enterprise flourishes, resident well-being increases, thus providing further incentive to protect natural and cultural heritage. Cuba has fantastic natural and cultural attractions, and once Cuban citizens gain more sovereignty in the business development process, the potential for innovative and sustainable tourism products is infinite. Of course the government will still be a key figure in this development, but it can help by enforcing environmental regulations and supporting programs to preserve cultural identity. Ideally, the public and private sectors work together to ensure that Cuba’s tourism growth happens in a sustainable way.

During my studies at East Carolina University’s M.S. Sustainable Tourism program, I worked with Dr. Carol Kline on my M.S. thesis and a subsequent publication in Tourism Management. My research examines the relationship between private enterprise and tourism development in Cuba. I traveled to Cuba as part of a research team to interview residents about these topics. Out of this process came a realization that this is a critical time in history for Cuba’s tourism industry. The possible influx of U.S. tourists only adds to the importance and immediacy of the need for Cuba to choose a sustainable path of tourism development. These decisions will determine the long-term success of tourism on the island and who benefits. I joined Solimar International, one of the leading sustainable tourism development firms with the hope that combining my knowledge of Cuba with their experience can help Cuba follow the right path to development.

In this day and age, tourism’s growth is a force which simply cannot be ignored. This year, the tourism and travel industry will accelerate faster than the global economy, making up 10% of Global GDP and 9.5% of employment worldwide. It’s clear that the decisions affecting tourism will have tremendous impacts on lives everywhere.

Washington, D.C. is at the heart of this change – a vibrant world capital itself, it’s host to diplomatic envoys from all over the world. Seeped in the cultures of hundreds of nations, it is at the forefront of development and growth.

D.C. is home to world travelers, with over 400 international associations, 1,000 internationally owned companies and more than 180 embassies and international culture centers in the Greater Washington region. In all, D.C. is a prime city for introducing a destination to the North American travel market. 

Here are 7 reasons why Washington DC is the perfect place for US marketing representation:

1. DC is a Pedestal for International Relations

Washington is where decisions regarding tourism issues are decided upon and/or announced. Being close in a relational and geographical sense to the center of decision-making is integral, because just as in any other industry, knowledge is power. DC offers a world of exactly that, through the endless connections, meetings and conferences held there. For example, just last week, we found ourselves learning secrets about tourism’s future in Bhutan, from the mouth of the Bhutanese Prime Minister himself. This kind of information is priceless for tourism marketing representatives. 

2. Partnerships with DC Embassies are Invaluable

The fact of the matter is this: Embassies and US Tourism Marketing Representatives are like our left and right hands. Though they both possess different skills and abilities, they both work towards the same goal and work better together. So collaboration isn’t just smart, it is essential.

In many of our projects, having a close proximity to the plethora of embassies lining the DC streets has not only been convenient, it has been absolutely instrumental in ensuring streamlined and efficient communication. 

3. Endless Opportunities for Partnership

National Geographic, the various Smithsonian Institutes, as well as World Wildlife Fund (WWF) are among the many potential partners in DC who are outstanding partners for destinations. Tourism development (especially sustainable tourism development) are priorities for DC groups as well as destinations. If that’s not enough, DC is also home to great travel trade- tour operators and travel agents, essential parts of a compelling sales strategy.

4. It is an International Hub

In the past few years, Reagan National Airport and Dulles International Airport together have amassed over 40,000,000 passengers yearly, and are served by over 42 different airlines. Travel is a DC priority. In 2013, 6,988,903 international passengers arrived at Dulles International Airport.

5. Visas

Any North American tourism marketing representative knows the dread and fear caused by the word Visas. Having the Embassies at our fingertips can make all the difference in making things run smoothly, especially when time is tight.

6. Mutually Beneficial Public Relations

Little needs to be said about how effective partnering with the forces in DC can be when it comes to attaining stronger public relations and advertising. We’ve seen that when tourism marketing representatives and embassies agree on the image and message they want to present, they are able to work together to create far more effective public relations than they would be able to on their own.

7. High Level Officials Representing at Road Shows in DC

There’s no doubt that no other North American city has a larger concentration of high level officials than DC. Almost any global destination automatically has high level officials in the area by nature of diplomatic positioning; a DC-based marketing representative will be able to woo them to tourism events and activities promoting destinations, giving events more prestige and bigger opportunities for PR and marketing.

So you have successfully selected a marketing representative for your unique destination. You have been working with them for a few months now, but how do you determine if the work they are doing for you is paying off? You want to ensure that they are marketing your location accurately and effectively. In order to evaluate your marketing rep’s performance, you must monitor them on a regular basis. Here’s how:

1. Determine the set of Key Performance Indicators (KPIs) you are looking for.
It is important for your organization to determine what KPIs, or metrics, you would like to measure, and eventually see improve. You want to ensure that these metrics span across all marketing activities, and reflect the success of your organization accurately. Keep in mind that this varies from organization to organization. Most companies typically utilize Return on Investment as a KPI. However, you must ensure that you are calculating the return accurately. Are you carefully estimating how much you’ve gained from your marketing investment? Does this include retaining your customer base, as well as gaining new customer revenue? ROI is an essential KPI to track. Here are some more KPIs your firm can utilize, to ensure that you are recording your marketing performance accurately:

• Number of hits to website
• Performance indicators on social media sites like Facebook and Twitter. These sites typically have their own performance metric tools that are easily accessible.
• Number of clicks, click-through rates – found through tracking tools like Google Adwords. This is effective for tracking how well your marketing rep is working on your search engine optimization (SEO)
• Revenue gained by traditional media marketing and advertisements
• Number of inquiries you receive for tours/activities you offer
• Actual travel volume – how many visitors are coming and going from your locale on a weekly/monthly basis? How many visitors are you receiving from your selected target market?

2. Find your baseline.
In order to see if your marketing representative has made any improvement to the KPIs you found above, you need to measure where you stand before they begin (or once they start). Make sure to record what level each KPI is at before any marketing campaigns have started. This is so you have a baseline to compare future numbers to and you will be able to track visible improvement.

3. Conduct performance evaluations on a regular basis.
Now that you’ve determined the metrics you want to measure and have established a baseline, it is important to regularly measure these metrics periodically. A good idea is to see how you are doing on a monthly or quarterly basis. Evaluating performance on a regular basis allows you to determine what aspects of your marketing rep’s campaign are succeeding and which are underperforming – allowing you to re-strategize sooner.

4. Analyze the change in performance
While you may be tempted to fire your marketing rep as soon as you see a dip in your ROI, don’t be so quick to make that decision. It’s important to analyze why certain KPIs are underperforming. For example, even though travel volume may not have increased over a few months, you may be seeing greater visitors to your website, which could mean greater awareness of your destination and more visitors in person in the future. However, if you see a consistent lag in the performance of KPIs across the board, it’s probably time to have a discussion with your marketing representative about their strategy and whether they are the best fit for your organization. It may be time to look elsewhere.

It’s important to measure the success of any marketing campaign, whether you’ve been working with your marketing representative for years or you just hired a new one last week. Finding a marketing rep that fits well with your organization is key, but consistent performance monitoring ensures that the door to your destination is open to the travelers you need and ensures that your marketing efforts continue to lead you down the road to success.

For information on the work Solimar has done with marketing representation, check out our representation projects in Rwanda, Namibia, and Myanmar.

Natural heritage sites are changing in this ever-evolving world, and not for the better. Organizations like the PUP Global Heritage Consortium are working to revolutionize the way these sites are managed, with a holistic, adaptable approach. They are the ones working to ensure that our grandkids will get the chance to see these sites. But what are Natural Heritage Sites and what is happening to them? UNESCO defines them as “superlative natural phenomenon or areas of exceptional beauty and aesthetic importance.” They contain “the most important and significant natural habitats for in-situ conservation of biological diversity”. 

Unfortunately, many of these sites are facing extinction. 

For many of our grandkids, all that may be left of these wildly unique heritage sites will be a faded picture or a passed down story. Our grandkids may not get the chance to see the rare gorillas swinging in the trees, but only frozen in a museum. 

Read this list and memorize every detail to one day teach your grandkids on your rocking chair. Or, better yet, you can play your part in supporting conservation efforts and maybe then, you can take them there yourself.

1. Simien National Park, Ethiopia

Amongst awe-inspiring mountain peaks, cliffs and valleys live an array of rare animals as diverse and wonderful as the opening scene of The Lion King. Endangered animals such as the Walia Ibex (a wild goat found nowhere else in the world), a cat called the caracal, the Ethiopian wolf and the Gelada Baboon (both pictured above), are rare animals which call this place their home. But as the park is compromised by unsustainable agricultural grazing, human settlement and soil erosion, these animals are further endangered. 

A lack of effective tourism and conservation planning has meant that this park and its colorful inhabitants are in danger. Without such planning, human inhabitants will continue to graze the land for natural resources in an unsustainable way, putting pressure on wildlife and ultimately making the park more like the Lion King’s elephant graveyard than the circle of life. No more Hakuna Matatas. 

2. Virunga National Park, Democratic Republic of the Congo

Also home to endangered wildlife, the Virunga National Park is Africa’s oldest national park, with eight incredible volcanoes (two of which are the most active in Africa). The park once had the largest hippo population in the world, as well as a significant number of forest elephants.

However, it is the fight for the critically endangered mountain gorilla which has garnered significant media attention. Nearly half of the world’s 700 remaining mountain gorillas live in Virunga, but they are being hunted by poachers for meat or for sale. Many have even been senselessly murdered in the last decade. Since 1994, about 140 park rangers have been killed in their fight to protect the park from illegal poaching and land acquisition. This is no easy fight, but increasing media coverage and sustainable tourism development may just give this special animal a fair chance.

3. Los Katios National Park, Colombia

Come to this site and you’ll find the fastest flowing river in the world, the Atrato River. You’ll also find yourself surrounded by varied landscapes, from forests, to floodplains, to low hills. This diversity extends also to the native fauna. Native species of mouse, grey-headed chachalaca, as well as 440 bird species and 550 species of vertebrae have been found in the park.

This diversity, however, is being threatened by illegal fishing, human settlement and deforestation. Trees are coming down all over the park as timber is illegally extracted. Anyone knows that without trees, a forest cannot be a forest and birds will have nowhere to rest their heads at night. Without adequate tourism and conservation planning, bedtime stories about forests will be like stories about distant planets.

We live in a unique moment in history where we have the ability to not only visit these sites, but to also try and preserve these sites for future generations with sustainable tourism development. Organizations like the PUP Consortium and UNESCO are leading the way in conservation and protection. The PUP consortium, in particular, offers adaptive training and reports for heritage sites, helping them thrive in an ever-changing environment.

The challenges are many, but if we make the right moves, these areas and their wildlife may survive. At the end of the day our grandkids will thank us. That is, in between texting on their iPhone v82 of course.

To learn more about tourism and conservation planning, visit our website or check out the work of the PUP Consortium.

Can you believe we’re already a month into 2015? We hope your year is off to a great start and that you are still keeping with those New Year’s Resolutions. One resolution we think you shouldn’t forget about: Travel more! To help you out, Solimar has compiled a list of the top 10 places we think should be on your bucket list for 2015. Check out these great sustainable travel options for ideas to inspire your next trip.

1. Myanmar

From gorgeous Buddhist temples to snaking, serene rivers, Myanmar has much to offer the adventure traveler. The rich cultural diversity of this “untouched” country makes it a must-visit for those looking for a unique Southeast Asian escape.

2. Great Himalaya Trail, Nepal

Nepal is on the bucket list for many adventure travelers because of the legendary Himalayas, but they tend to visit the same well-trodden destinations. The Great Himalaya Trail (GHT) is a network of trails that span across the mountain range. Trekkers enjoy spectacular views on these challenging trails, while also meeting and interacting with Nepali locals. In late 2014, Solimar started work with the GHT to ensure effective online promotion of trekking in Nepal. A must for the truly adventurous!

3. Tanzania

Home to the Serengeti and Mount Kilimanjaro, Tanzania is the adventure traveler’s dream. Don’t be alarmed if you spot the king of the jungle during your visit – the Serengeti is believed to hold the largest population of lions in Africa.

4. Colombia

The Colombian archipelago of San Andres, Providencia, and Santa Catalina are the epitome of beauty and relaxation. Visitors are sure to enjoy the islands’ picturesque, sandy beaches and waterfalls. Make sure to explore the plethora of colorful marine life that live there! Solimar is currently working with National Geographic to create a strategic business plan and marketing strategy to provide a long-term geotourism solution to Colombia.

5. The Mississippi River

Looking for a unique adventure in the heart of North America? Try a Mississippi river tour! The largest river system in the US, the Mississippi is an excellent option for exploring the geographic, ecological, and cultural diversity the US has to offer. Solimar’s Mississippi River Geotourism Project is working to create a destination marketing and branding strategy to provide the Mississippi River area with attractions to support geotourism in the area.

6. Namibia

No surprise here – Namibia has been and will continue to be one of our favorite sustainable travel destinations! The gorgeous sunsets over desert and coastal landscapes, big game encounters, and rich culture is truly unparalleled.

7. Nicaragua

Nicaragua is 2015’s Central America travel hotspot. Boasting a rich tapestry cultural history (home to one of the oldest cities in the Western Hemisphere) and amazing natural wonders like Pacific Coast beaches and volcanoes, Nicaragua has something for everyone. Nicaragua is also home to Solimar’s newest ecolodge development project.

8. Ethiopia

Ethiopia is an excellent place to see the crossroads of African and Middle-Eastern cultures. For the history and culture lover, Ethiopia is sure to not disappoint. But don’t forget the wildlife! Ethiopia is also a perfect spot for bird-watchers and animal lovers.

9. Bethlehem

While most people know Bethlehem as the historic birthplace of Christ, this Palestinian city has so much more to offer. Along with the Church of the Nativity, travelers must also visit the ‘Land of Olives and Vines’, a hiking trail through ancient Roman terraces, and the desert Monastery of Ma Saba: just for a glimpse of the area’s long and rich cultural history. Solimar is currently working to create a master plan and strategic marketing plan for the Bethlehem governorate to make this location a competitive sustainable tourism destination.

10. Malawi

Get up close and personal with a rhino, lion, or giraffe in Malawi at one of its numerous wildlife reserves. The friendly, charming people and beautiful, varied landscapes are wonderful attractions for any traveler.