Promotion and communication of Cuban tourism products through travel agencies in Spain

Abstract

Introduction: Cuba faces the challenge of expanding its tourism offering to adapt to new market trends. Today, the growing demand for authentic and sustainable experiences leads to the constant diversification of offerings. This tourism growth strategy increases the competitiveness of destinations and differentiates them from their competitors in the Caribbean region. Spanish tour operators play a prominent role in the promotion, sales, and after-sales service of Cuba in the European market, offering it as an attractive and diverse space with unique opportunities for travelers to experience uncommon experiences in other destinations. Methodology: This article analyzes the communication, promotion, and marketing strategies of Spanish travel agencies in the diversification of the tourism sector in Cuba. The qualitative methodology allows us to examine the advertising strategies implemented by these companies and how they convey the authenticity of the destination. The content analysis focuses on the study of their websites, with the aim of identifying messages, resources, and narrative elements that shape their communication strategies. Results: The study determined that digital platforms and agency promotion strategies have been instrumental in consolidating Cuba's brand image as a tourist destination. Conclusions: Among the challenges to be addressed are improved innovation and the adoption of modern technologies to optimize promotion and advertising strategies; furthermore, work must be done to personalize the traveler experience and strengthen local capacities; improve digital infrastructure; and foster more effective interrelation with international players. Addressing these issues will ensure competitive and sustainable development.