Hangzhou, China, Nov. 20 – Cuba today received the "2025 Activation Partner Destination for Intangible Cultural Heritage" award, granted by the Meadin Research Institute of China.
The recognition honors the island for its work in preserving and revitalizing intangible cultural heritage.
During the opening ceremony of the Meadin Culture and Tourism Festival 2025, Elizabeth Vela, Cuban Tourism Counselor for Asia, stated that Cuba is one of the most unique and fascinating destinations in the Caribbean.
She emphasized that the country’s strategic geographic position enhances its role as a multi-destination reference in the region.
She recalled that Cuba was declared in 2003 as the first Latin American tourist destination for China, opening opportunities for visitors from the Asian giant.
She added that the country offers more than beaches: it has the world’s best tobacco, high-quality coffee, exquisite rum, and a tangible and intangible cultural heritage internationally recognized.
Vela noted that the resumption of Air China’s direct flights to Cuba, along with visa exemption for Chinese citizens, facilitates travel and promotes multi-destination tourism to Latin America.
The new “Unique Cuba” campaign highlights national identity, the kindness of the Cuban people, and the achievements of the Revolution in all social fields, she said.
She also highlighted that the cultural blend defining Cuba includes a significant Chinese influence, a historical heritage that cannot be overlooked.
According to the organizers, the Meadin Research Institute of China uses an international tourism destination evaluation system based on a unique data model that assesses commitment (market penetration), experience (innovation in experience), ecosystem (ecological synergy), and sustainability.
Based on the travel preferences of Chinese tourists and a multidimensional analysis of the competitiveness of global destinations, the MITD identifies and recognizes those destinations that stand out in the Chinese market.
Recently, the Caribbean nation’s ambassador to China, Alberto Blanco, emphasized three unique elements that favor cooperation in tourism: the complementarity between two socialist nations without conflicts of interest, the stability and security that characterize Cuba, and the special affection and historical admiration of the Caribbean people toward the Asian giant.
In response to tour operators’ questions, he highlighted ongoing efforts to adapt to the cultural and gastronomic needs of this Asian market.
According to Blanco, the island also considers the importance of deepening Beijing’s relations with Latin America and the Caribbean, and in this regard advocated for a multi-destination tourism model.
On the other hand, he stressed the attractions of the Caribbean nation's rich cultural wealth and the potential of health and nature tourism.
