THE TOBACCO ROUTE: A SUSTAINABLE RURAL TOURISM EXPERIENCE PINAR DEL RIO, CUBA PINAR DEL RÍO, CUBA

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1 THE : A SUSTAINABLE RURAL TOURISM EXPERIENCE PINAR DEL RIO, CUBA PINAR DEL RÍO, CUBA Authors: Dra. Iverilys Pérez Hernández Dr. Jorge Freddy Ramírez Pérez

2 INTRODUCTION

3 Problems to be solved There is a need to diversify the tourism offerings in Pinar del Río, based on its potentials related to tobacco culture.

4 Objectives I. Design a tourism product that incorporates all the elements that shape tobacco culture and communities. II. Establish the principles of sustainable tourism from the design to the management of the product, so that the development of the tourist activity has an impact on the tobacco region, the community, the economy and the culture; and likewise, those who visit the tobacco scene. III. Make the tourism product reach the international brand category. IV. Achieve notable increases in arrivals of tourists to Pinar del Río.

5 Foundation of the project Tobacco tradition Internationally recognized setting Land where the best tobacco is produced in the world A need for the territory to incorporate the culture of tobacco Integral projection of product This product is based on the principles of sustainable tourism. It should produce an outflow over local economies.

6 Schematics of Tobacco Route vega Selected SAN LUÍS Museum TOBACCO ROAD C.III vega vega vega Museum Reception Center C.I Consolation from the south Tobacco Factory Cigar store PINAR DEL RIO C.II vega Desteming Visitor center SAN vega vega JUAN

7 Results and expected impacts The tourism project "Ruta del Tabaco (Tobacco Route) is compatible with the recent economic guidelines established by the Cuban state, not only for its economic contribution to the state, but also for its local impact, since its main attraction is in the local culture related to tobacco, where... Its bearers and supporters will be the principal protagonists and at the same time they can benefit themtselves. Likewise, the state institutions, which directly or indirectly pay taxes to this tradition, will benefit.

8 Results and expected impacts Economic-social: The traditional tobacco region of Pinar del Río will become an international tourist brand starting from its intial launch in the tourist market, taking advantage of the world-wide fame of the aromatic labrador leaf. The area will receive a strong economic stimulus. The population benefits in the increase of direct jobs and salaries the tourism. The population benefits in the increase of indirect jobs and salaries in the tourism. Direct benefits for tourist facilities that are developed within the reference area and indirect ones to those already existing in the periphery.

9 Results and expected impacts Economic-social: Benefits of local service and support providers. Increasing demand for local goods and services, stimulating local producers. Growth and improvement of the infrastructure. Growth of quality of life. Stimulation of local development projects that can pay taxes for good tourist management performance.

10 Results and expected impacts Sociocultural: Increased sense of belonging and identity of the tobacco community, due to the enhancement of their identity values. Research, rehabilitation and preservation of historical sites and cultural values linked to the Route. Stimulation of local artistic manifestations, especially those that identify with the tobacco culture: traditional music, fine arts, local crafts, among others. Cultural exchange between the tobacco community and visitors.

11 Characterization of tourist product Involvement: Traditional vegas, settlements that emerged or formed from the influence of tobacco, manufacturing establishments for tobacco profiting, centers of research and experimentation linked to tobacco, industries producing twisted tobacco, and marketing centers for the tobacco and cigar products. Culture centers and activities in each of the municipalities related to tobacco culture (local museums, community or local projects, folkloric events, traditional music, fine arts, writers and historians). Institutions that are necessary to involve: MINTUR, ANAP, MINAGRI, TABACUBA, HABANOS S.A., Provincial Directorate of Culture, Provincial Directorate of Heritage, Provincial and local government, University of Pinar del Río (GEDELTUR) and MINED (Politécnico del Tabaco).

12 PROCESS

13 Process 1. Defining the traditional tobacco production zone, focusing this as the tourism setting.

14 PRINCIPAL ECONOMIC ACTIVITIES Historic Region of Vueltabajo 16th century

15 Process 2. Identification of the main vegas, establishments, centers of experimentation, etc., susceptible to becoming tourist attractions; as well as identification of the main settlements of the area.

16 Process 3. Defining of the cultural centers and activities linked to tobacco culture, which exist in each municipality, dependent on the integration with the tourist management of the area.

17 Process 4. Convert to Hotel Vueltabajo as a flagship lodging installation for customers who demand the tobacco product.

18 Process 5. Establish facilities for extra-hotel services (restaurants, cafeterias and shops, tobacco sops, etc.), in order to meet the needs of visitors.

19 Process 6. Establish hotel accommodations linked to the tobacco areas of San Luis and San Juan that respond to the market demand requirements of the tobacco product (Agrotourism). A return to local architecture and other traditional typologies linked to the activity (agroecolodging)

20 GENERAL CARACTERISTICS OF THE TOURIST PRODUCT

21 General Characteristics of the Tourist Product TOTAL TOBACCO ROAD

22 General Characteristics of The Tourist Product Type of Tourism: AGROTOURISM A specific tourism model that is implemented in agricultural facilities, farms, cooperatives, where the motivation of the visitor is centered on agricultural and livestock practices, with the knowledge and enjoyment of the cultural traditions related to the agro. Food and lodging services are added to this, all of which provide an additional income to the farmers.

23 CRITICAL ROUTE FLOW

24 AGROTOURISM: OPPORTUNITY IN CUBA Land Preparation, Ruta del Tabaco, Pinar del Río, CUBA

25 AGROTOURISM: OPPORTUNITY IN CUBA Plant Growth, Ruta del Tabaco, Pinar del Río, CUBA

26 AGROTOURISM: OPPORTUNITY IN CUBA Growth Control, Ruta del Tabaco, Pinar del Río, CUBA

27 AGROTOURISM: OPPORTUNITY IN CUBA Stringing the Tobacco Leaves, Ruta del Tabaco, Pinar del Río, CUBA

28 AGROTOURISM: OPPORTUNITY IN CUBA Curing the Leaves, Ruta del Tabaco, Pinar del Río, CUBA

29 AGROTOURISM: OPPORTUNITY IN CUBA Desteming, Ruta del Tabaco, Pinar del Río, CUBA

30 AGROTOURISM: OPPORTUNITY IN CUBA Cigar Rolling, Ruta del Tabaco, Pinar del Río, CUBA

31 AGROTOURISM: OPPORTUNITY IN CUBA Cigar Marketing, Tobacco Road, Pinar del Río, CUBA

32 CARACTERISTICS OF THE TOURIST PRODUCT THE VEGA BURNED OF RUBY

33 Characteristics of the Tourist Product Tourist Attractions: The Vega Burned of Ruby by Héctor Luís Prieto

34 Characteristics of the Tourist Product. TRADITIONAL PRODUCTIVE ZONE

35 CUBA AGROTOURISM

36 Characteristics of the Tourist Product TABACCO ROUTE Tourist Attraction: The Vega Burned of Ruby by Héctor Luís Prieto Name of tourist attraction: The Vega Burned of Ruby Tobacco Plantation Property: Private Owner or Administrator : Héctor Luís Prieto Generic Tourism Model: Rural Tourism Specific Tourism Model: Agrotourism Classification: Traditional Cultural Manifestion Location: Province: Pinar del Río Municipiality: San Juan y Martínez

37 Characteristics of the Tourist Product Tourist Attraction: The Vega Burned of Ruby by Héctor Luís Prieto Description: La Vega is located on the right bank of the San Sebastían reiver, on the southern plain, in alluvial lands. The plantation is composed of several buildings: the planter s home, the family home, restaurant, kitchen, cabin bedroom, ranch, vara, entierra, humidor, tobacco house and barn. It has several parcels of land dedicated to the cultivation of tobacco. Particularities: The appeal has some added values, such as landscaping on the banks of the waterway with various planes. The vega owner is the youngest cigar producer in the country. The attraction has complementary services such as catering and accommodation from the traditional local culture.

38 Characteristics of the Tourist Product Tourist Attraction : The Vega Burned of Ruby by Héctor Luís Prieto Current State: TABACCO ROUTE The attraction is in good state of conservation and well organized Type of visitor: Foreigner: ( x ) National: ( x ) Access to the attraction: Land (tourist bus, taxi, car). Entronque de Obeso and Pan American Highway, 2.6km to the north by secondary road. Best time to visit the attraction: All year

39 AGROTOURISM: OPPORTUNITY IN CUBA Production Area. Main agrotourist vega, The Vega Burned of Ruby, San Juan y Martínez municipality, Pinar del Río, CUBA

40 Caracterization of tourist product

41 Caracterization of tourist product

42 AGROTOURISM: OPPORTUNITY IN CUBA Plantation and Interior Patio. Main agrotourist vega, The Vega Burned of Ruby, San Juan y Martínez municipality, Pinar del Río, CUBA

43 CUBA AGROTOURISM

44 CUBA AGROTOURISM

45 AGROTOURISM: OPPORTUNITY IN CUBA View surroung the agroecolodge. Main agrotourist vega, The Vega Burned of Ruby, San Juan y Martínez municipality, Pinar del Río, CUBA

46 AGROTOURISM: OPPORTUNITY IN CUBA Interior part of agroecolodge. Main agrotourist vega, The Vega Burned of Ruby, San Juan y Martínez municipality, Pinar del Río, CUBA

47 AGROTOURISM: OPPORTUNITY IN CUBA Interior of the agroecolodge. Main agrotourist vega, The Vega Burned of Ruby, San Juan y Martínez municipality, Pinar del Río, CUBA

48 CHARACTERISTICS OF TOURIST PRODUCT S CORPORATE IMAGE

49 Characteristics of the Tourist Product Corporate Image: Identifier

50 Characteristics of the Tourist Product Corporate Image: Stationery

51 Characteristics of the Tourist Product Corporate Image: Stationery

52 Characteristics of the Tourist Product Corporate Image: Stationery

53 Characteristics of the Tourist Product Corporate Image: Stationery

54 Characteristics of the Tourist Product Corporate Image: Flag

55 Characteristics of the Tourist Product Corporate Image: Brand Application

56 Characteristics of the Tourist Product Corporate Image: Brand Application

57 Characteristics of the Tourist Product Corporate Image: Brand Application

58 Characteristics of the Tourist Product Corporate Image: Brand Application

59 Characteristics of the Tourist Product Corporate Image: Brand Application

60 Characteristics of the Tourist Product Corporate Image: Brand Application

61 Characteristics of the Tourist Product Corporate Image: Brand Application

62 Characteristics of the Tourist Product Corporate Image: Brand Application

63 Characteristics of the Tourist Product Corporate Image: Brand Application

64 Thank you