Varadero Hosted the 69th Meeting of the UN Tourism Regional Commission for the Americas

With the presence of Zurab Pololikashvili, Secretary General, UN Tourism, and Juan Carlos García Granda, Minister of Tourism of the Republic of Cuba, the seminar entitled "Enhancing Tourism Development through Innovation in Community Tourism" was held on Monday, April 29, at the Plaza America Convention Center in Varadero.

The seminar, held within the framework of the 69th meeting of the UN Tourism Regional Commission for the Americas, included opening remarks by Cuba's Minister of Tourism, who said that the nation is privileged to have one of the most unique values for tourists: the warmth of its people, which leaves a very personal mark on visitors.

The event included a presentation entitled "Social Innovation in Tourism Experiences to Strengthen Community Tourism and Entrepreneurship in Local Communities", in which Mrs. Natalia Bayona, Executive Director of UN Tourism, said she was at this forum on behalf of the Secretary General of UN Tourism, supporting Latin America in its quest for the development of innovation and community tourism, aspects. 

Referring to Cuba, which is hosting the seminar, Ms. Bayona noted that the island has more than 8,000 micro, small and medium-sized enterprises, all of which are committed to social innovation. She also stressed that the National Government is establishing a Technology and Innovation Center to improve the efficiency of the public sector and better serve citizens. 

"We are here today because we want to bring the best of Latin America and share our vision on innovation, technology and social innovation" he told those present.

The ministerial panel addressed the challenges, strategies and best practices for sustainable tourism development through empowerment and investment in local communities. Those present agreed that promoting knowledge and fostering entrepreneurship are key to empowering the workforce in tourism destinations.

"It is essential to invest in human capital and technology, as well as to strengthen public-private partnerships to ensure an effective business model in these destinations," said Natalia Bayona.

For his part, Mr. Gustavo Santos, Director of UN Tourism's Regional Department for the Americas, speaking at the seminar, commented that the entity he represents is deeply committed, as an organization, to sustainable development and the promotion of tourism in Latin America. 

"Its focus is on promoting sustainable and inclusive tourism development in the region, ranging from connectivity and sustainability to the empowerment of local communities and innovation in tourism products," he said.

Other panelists were Arturo Bravo, Vice Minister of Tourism of Colombia; Belén Bands, Vice Minister of Tourism of Peru, and Marco Durán, Vice Minister of Tourism of Panama, who together with the Minister of Tourism of Cuba, Juan Carlos García Granda, shared their experiences on the basis of three key concepts: tourism development, innovation and community-based tourism. 

Their presentations focused on key questions, such as how social innovation can transform the tourism sector, what strategies governments are implementing to strengthen community-based tourism, and defining the vision of this meeting for Latin America.

Referring to community-based tourism, Minister García Granda explained that it is a strategy for transforming territorial governments into the center of management and sustainability, fostering an innovative environment.

The Cuban minister took advantage of the occasion to announce that Cuba is working to present its candidates to be nominated as the best tourist towns of 2024, based on the natural wealth and cultural and gastronomic traditions existing in the communities.