Tourism in Cuba between 1920s and 1960s
Tourism in Cuba between 1920s and 1930s
During the early 1920s, people from various parts of the world including Canada, Europe and the US were flying into the paradise island .Cuba was then considered to be a pleasure island due to the great benefits it provided to tourists. The First World War had minimized overseas traveling to Europe and North American. This made Cuba, considered to be an excellent tourist destination, a preference for many tourists. In the US, the number of middle class people grew and people generated good money for spending through leisure and tourism activities. The growth of Cubas tourism industry became a financial success until Fidel Castro seized power and took control of the country. Castro ousted the Cuban leader Batista who was backed by the US.
Between 1915 and 1930, Cubas largest city, Havana, was estimated to have hosted the largest number of tourists than any other location in the Caribbean. The large influx of tourists from Europe and North America was due to Cubas traditional culture that supported tourism-related activities and the pursuit for leisure. For instance, because the US had put restrictions on leisure activities that the citizens could engage in, Cubas proximity to the US made it a good tourist destination for American citizens. As a result, tourism became Cubas third largest source of foreign currency after the tobacco and sugar industries. In the 1920s, the Cuban tourism industry benefited from the fact that international travel had began to incorporate the worlds growing middle class with the wealthy elites who had dominated the industry. Initially, tourism had remained to be a privilege of the wealthy only but the increasing number of the middle class boosted the industry. Cuba began experiencing an influx of tourists especially from North America in the 1920s due to horse racing that had become popular in the country.
The growing interest of tourists in horse racing attracted many tourists in Cubas jockey clubs where many fans and horse owners traveled to Cuba in order to participate in the races. Havana served as a good location for this activity. For example, the presence of many European tourists in Havanas social circles made it easy for tourists from Europe to take part in horse racing activities. During the horse racing, many tourists who were interested placed bets on the horses. Due to the popularity of Cubas horse races, a large number of wealthy tourists who owned horses as well as fans traveled to Cuba. Furthermore, the races boosted domestic tourism by bringing together relatives, friends and business associates in Cuba who met in hotels and clubs to cheer, bet, eat and drink during the races. For example, the Cuban elected leader Gerardo Machado was himself a horse breeder and his presence during the horse races attracted great attention at home and abroad. His involvement in the races increased the sociability of the horsemen, excited people about the race and attracted government officials, business colleagues and foreign tourists to participate. This attracted a large number of tourists from Canada, Europe and the US to participate or witness the historical horse racing.
The favorable climatic conditions experienced in Cuba had many tourist visits in Cuba in 1925-1926 when the winter season kicked off. In 1924, it was estimated that more than 30,000 tourists had visited Cuba. The tourism industry became very profitable for Cuba as financial returns generated from the industry boosted the countrys economic growth and expanded the business community. Furthermore, the financial returns that were generated from the tourism industry encouraged the entrepreneurial habaneros to offer their full support to the private sector and to the Cuban government efforts to attract more tourists into the country. In addition, the Cuban government leaders who were involved during leisure activities were able to talk about economic and political issues. Deliberations on how the Cuban economy could be improved through tourism had the Cuban leader Machaldo give his support to Cubas Tourism Commission officials who had the responsibility to coordinate tourism-related issues. These officials were expected to ensure that tourists who were visiting Cuba filled in Havanas hotel rooms .Foreign investors and financiers from the US promoted the growth of Cubas tourism industry through the financial support they provided to the industry. For example, numerous members of the Bankers Investment Association of America and financiers who often held their meetings in Florida visited Havana in order to participate in horse betting, enjoy food offered at the Cuban jockey clubs and meet with well established Cubans. Many were interested in meeting the then US ambassador to Cuba, Enoch Crowder, whenever they took a vacation in Cuba.
Cubas lack of legal restriction to alcohol drinking made the country a favorite tourist destination for many Americans. The US government after the World War I had placed legal restriction against liquor drinking in the country. This was through the enactment and implementation of the Volstead Act of 1919 which was enacted on July 1, 1919. The Volstead Act was into law paving way for its implementation in Florida which has become a good tourist destination in the US. Since the Volstead Act had the sale of alcohol prohibited by preventing the manufacture, transportation or sale of alcoholic beverages in the US, many Americans preferred to visit Cuba in order to relax and enjoy. Since Cuba did not have any restrictions about alcohol drinking, the growing number of the middle class encouraged many American tourists to Cuba to spend large amount of money on leisure activities and drinking of alcoholic beverages whenever they traveled to Cuba. Furthermore, to some extent, the implementation of the Volstead Act undermined the success of the US tourism industry when a large number of North Americans who enjoyed beer and other alcoholic beverages began traveling to Cuba and other tourist destinations that did not experience such restrictions. For example, in Florida, banning of alcohol had many tourists flock to Cuba where they could freely enjoy the Cuban rum or beer.
The efforts by the Cuban government and tourist commission officials to market Cuba as an excellent tourist destination in the Caribbean transformed Havana into one of the best tourist centers for both domestic and foreign tourists. Although other areas in Cuba experienced the growth of the tourism sector, it was in Havana that the economic and social impact of Cubas tourism sector growth was felt. Between 1920s and 1930s, tourism in Cuba became one of Havanas primary source of income. Due to the historical significance of some buildings and areas to Cubas political regime, many tourists from Canada and Europe enjoyed sight-seeing.
They therefore thronged Cubas city forts and old Spanish cathedrals. The1930s Great Depression which had adverse effects on the economy of various countries especially in Europe led to a decline in the number of tourists visiting Cuba. However, advertisements and the introduction of new activities such as automobile racing increased tourist numbers. As a result, many tourists traveled to Cuba through ships. For example, it is estimated that more than 20 steamships that carried tourists from the US traveled between Havanas harbor and the US harbors every week. The Cuban government supported this through the cycle steamship line.
This government subsidiary established the Miami-Havana service. Consequently, motor-flying boats coupled with the introduction of US automobiles had Cuban major cities such as Havana filled with tourists. In response to the increasing number of tourists, the Havana Hotel Association, an organization that had been formed to address hospitality issues and marketing of Cuba to foreigners, made efforts to market Cuba as a tourist destination by sending representatives to foreign countries. These representatives opened offices in US cities such as Florida. This facilitated their work of marketing Cuba to many Americans. For instance, the association used American newspaper advertisements to emphasize the importance of Cuba in ensuring that excellent leisure activities are provided to tourists. The Cuban government recognized the need for good roads and hospitality facilities for tourists. The government therefore made efforts to ensure that roads and railways facilitated smooth movement of tourists. Transport was improved by having Cubas auto service and railways consolidated.
The growth of Cubas tourism industry between 1920s and 1930s was very important for the pre-embargo tourism. Because Cuba, as a country, had managed to achieve great success in coffee and sugar production, Cubas large sugarcane and coffee plantations were greatly admired by tourists who traveled to the island. For instance, a train that carried tourists between Havana and Santiago had public utilities such as baths, barbershop, dining cars and observation platforms put into place. This allowed tourists from Europe and North America to get a fantastic view of Cubas emerald green coffee and sugarcane plantations .The tourists also got a good view of the thatched-roof bohlos or huts that acted as homes to many families that worked in the farms. By 1925, many Cubans had realized the importance of the tourism sector to the economy. The Cuban media encouraged the government to improve transportation facilities .This aimed at ensuring that the government gave its full support for comfortable and clean cities and tourist sites. The media also advocated the protection of tourist attractions from destruction in order to lure tourists into traveling to Cuba.
The growth of the Cuban tourism industry in the 1920s can be attributed to the Cuban peoples ability to make the country an earthly paradise for many North Americans. It is estimated that by the late 1920s, about 80,000 tourists managed to visit Cuba annually. These tourists were expected to put aside their busy schedules and routine duties in search for an earthly paradise. Social changes and events in the Europe and North America pushed many tourists towards Cuba for pleasure. For example, these changes included a downward flow of the consumption patterns of the upper class, new forms of entertainment and recreation, an upward flow of lower-class entertainment activities and a shift of resort hotels towards warm weather activities. The members of the US upper class traveled many times to Cuba as tourists and were ready to pursue recreational activities at Cubas exclusive resorts. For example, between 1875 and 1927, the number of the wealthy elite is estimated to have increased from 1,000 to 15,000. This was a boost to Cubas growing tourism industry as horse breeding and the introduction of sporting activities such as golf and tennis continued to attract wealthy tourists into Cuba. In the US, country clubs had the members of the middle and lower classes barred from accessing country clubs meant for the wealthy. On the other hand, country clubs in Cuba attracted the membership of the middle class. The Havana Country Club became very popular with wealthy North Americans who in 1920s registered to become members. The club became an attractive destination for golfers and tourists. The financial returns generated from the tourism industry were used to fund economic and social development programs in Cuba.
Because there was an increase in resort cities that were built along Floridas coastline between 1880 and 1920s, the growth of Cuban urban centers to meet the needs of the lucrative tourism industry became a progression of the resort cities. Florida was popular for offering tourists bathing beaches, pseudo-Spanish architecture, residential plots and golf courses. On the other hand, Cuba was able to attract tourists by offering excellent golf courses, authentic Spanish colonial houses, sailing yachts and residential plots for sale. In 1918, more than 2,000 tourists enjoyed Cubas distinctiveness and charm. Although the influence of prominent tourists and horse breeders on tourism was minimal, the 1920-1930 period was marked by optimism that the tourism industry would grow in the future. In 1926, a brutal hurricane that laid waste in Southern Florida became a blessing for Cubas tourism industry. Although tourism in Florida was affected by the hurricane, Cubas tourism industry was boosted by an increase in the number of tourists who traveled to Cuba as an alternative. Many Cubans were able to expand the pleasure industry as the Floridians counted their losses. For example, the efforts of Cubas tourist commission and the 1919 tourist law allowed Cubas Tourism Commission to transform food, travel and lodging into adventure, romance and revelry.
Tourism in Cuba between 1930s and 1960s
By 1930s, efforts by the private sector and the Cuban government to make the island an excellent destination to a large number of tourists were on top gear. The Great Depression, a decline in agricultural production and instability of foreign markets, reduced the government revenue. This led to slow economic growth in the country. The need to improve economic growth and promote tourism in Cuba as a means to stimulate economic growth made it necessary for the government and the tourism commission officials to launch measures and efforts that could boost tourism. Since many tourists who visited Cuba in the 1940s and 1950s had a great sense of adventure and disposable income to spend, the private and the public sectors made an alliance to improve tourism by improving the infrastructure and quality of services, establishing resorts and building sport facilities and hotels for tourists. However, one challenge that the Cuban government faced was inadequate financial resources to invest in economic expansion activities. For instance, the governments of Fidel Castro in 1959 and Fulgencio Batista (1940-45,1952-58) both had a weak foreign capital to support efforts of expanding the economy and transforming Cuba into a great tourist destination. Fortunately, the financial success of the industry was promoted by channeling back the returns received from the industry into tourism promotion programs. Between 1920s and 1950s, the Cuban government relied on the US for foreign capital, hence Cubas efforts to consolidate tourism was undermined by factors that hindered international and domestic developments. For political instability which affected domestic development together with the adverse impact of the 1930s Great Depression affected the global economy and had a negative impact on Cubas tourism. This is due to the fact that the period had the inflow of tourists who traveled to Cuba declined.
The Cuban tourism industry recovered gradually from the economic crisis and in the 1950s, the governments through the tourism commission was able to develop different tourist packages to visitors from the US and Europe. The destruction that the World War II had caused in Europe had many European visitors head to Cuba for holidays and vacations. These packages promised tourists that Cuba would offer great fun, sun and leisurerecreational facilities and activities. The political changes that were being experienced in Europe encouraged many Europeans to take a vacation in Cuba. For visitors who loved gambling, casinos that were found in Cuba were much closer to the US East coast as compared to Las Vegas which was popular for its casinos. This no doubt attracted many Americans living in America to visit Cubas casinos. This issue changed the nature of Cubas tourism industry. The growth of Cubas tourism industry in the 1920s and1930s resulted to great social changes between 1950 and 1960. For example, the mushrooming of the Cuban tourism industry in 1920s was characterized by the flooding of North Americans into Cubas cities such as Havana.
This transformed the social fabric of the city. Due to the introduction of new lifestyle by tourists in Cuba, social degeneration was witnessed when young women began working as prostitutes while in casinos, hotels and clubs, half-naked dancers entertained the tourists. The effects of the World War II in Europe had led to a decline in Europes tourism sector. This provided the Europeans and the North American tourists with the challenge of identifying other tourist destinations. Many preferred Cuba. For example, many Atlantic leisure travelers were barred from visiting Europe by the submarine warfare that involved the Germans and the allied ships. As a result, many European tourists destinations were put out of bounds. Many Europeans and North Americans therefore left their homes to visit the exotic tropical waters and various tourist destinations in Cuba. Cuba became one of the major tourist destinations for the North Americans and Europeans during the pre-embargo period. In order to make Cuba a tourist niche, the Cuban foreign investors, entrepreneurs and the tourist commission worked together to meet the various needs of all these groups.
Advertisements had almost all brochures and travel magazines in Cuba linked to recreation, entertainment, romance and indulgence. Cuba competed favorably with Europes luxury destination due to its good climate, tropical foliage, imagination as well as human innovation which increased the popularity of cities such as Havana as a favorite destination for tourists. Tourists from Canada and Europe who traveled to Cuba were spending huge amounts of money to purchase services and commodities from the Cuban shops, hotels, restaurants, casinos and nightclubs. This had a great positive impact on Cubas economy. The availability of alcoholic beverages ensured that tourists enjoyed the Cuban domestic beer and rum, while others got interested in establishing residential homes in Cuba where they could spend their vacations whenever it would be necessary. As a result, many tourists bought land plots and built luxurious vacation homes in Cubas new residential developments. Business people who visited Cuba for leisure or business activities made investments in Cubas tourism industry. Although the Cuban tourism industry in the 1950s generated huge amounts of revenue, many Cubans were unable to benefit from the huge amount of financial returns generated from the industry due to competition, unfair issuance of government contracts and licenses in the building of casinos and hotels .Poor living conditions for some Cubans pushed them into prostitution.
Furthermore, the expansion of tourism in Cuba contributed to an upsurge in crime and gambling. In many cases, tourism stimulates both adaptation and change especially when the private and public needs are prioritized. However, the plunging of Cubas tourism industry into a downward spiral due to political changes in the country undermined the growth of the tourism industry. This was due to the bloody Cuban revolution and the US trade embargo against Cuba. The tourism industry in the 1950s was influenced by the gambling in casinos and Mafia presence. Gambling had become an addictive activity for some tourists who would come back to Cuba once in a while to gamble in casinos whose number kept on increasing. The success of tourism-related businesses had several American investors establish businesses in Cuba. For instance, American companies in Cuba had many laborers and engineers brought into Cuba to work. The presence of American businessmen in Cuba led to the establishment of clothing stores, pharmacies and bars which improved hospitality services provided to tourists. As a result, American business practices and accounting systems spread across Cuba. In the 1950s, many Americans began investing in Cubas growing tourism industry. They therefore built many new hotels and opened casinos with the assistance of the Cuban government. As a result, presence of mobsters and organized crime was witnessed. In addition, some investors such as John Bowman who had invested in the US tourism industry bought Havanas Hotel Sevilla to boost financial returns that were generated from Cubas tourism. The North American demands and tastes became very important for the Cuban tourist industry since many tourists from the region considered Cuba to be a good place to go for relaxation away from home. This resulted to the flourishing of prostitution as well as pornographic and sex shows. Although this attracted more tourists to the island, it had great implications on the social ethics of the Cuban society.
Since music was very important in North America between the 1920s and 1950s, development of the music industry also played a vital role in Cubas tourism. Cuba experienced the introduction and popularity of music that combined African and Spanish music which became very popular with the masses. This music was loved by the North American tourists hence, many singers and bands were able to generate huge profits from Cubas tourism industry which provided them with a huge audience for their performances. Tourism transformed the Cuban communities into company towns that were dominated by the presence of American corporations which were maintained and managed to suit the interest of the North Americans. By 1955, after the effects of the World War II increased the popularity of European movies in Cuba, movie theaters which became important for both tourists and Cubans were established across the island. Because televised broadcast began in Cuba in the 1950s, tourism was promoted through the media. The introduction of commodities purchased by the tourists had stores displayed with various commodities. Importation of American style clothes and New York slang Yankees cigarette in Cuba increased economic growth in Cuba. The American trends in Cuba attracted more tourists and the influence of American culture in Cuba made the society accustomed to the tourists modern lifestyle.
The political upheaval created by the return of Batista into leadership, corruption and establishment of Fidel Castro regime marked a new beginning for Cubas tourism industry. Tourism acted as a catalyst to the political conflict in Cuba when the tourism industry requirements for personal safety, favorable publicity and positive image made it easy for anti- Batista elements to discredit his government. The media portrayed the incompetence of the government while the opposition to Batistas regime used high-visibility tourist events to have political and economic wounds inflicted on the government. Batista was also involved in organized crime which was supported by the tourist facilities such as casinos. For example, the killing of the mobster Albert Anastacia in the late 1957 had had people develop negative attitude towards Havanas casino business. By 1958, the presence of organized crime activities in Cuba raised concern about the safety of tourists and the focus of the media on the negative aspects of tourism in Cuba affected the industry by 1958. The earlier media attention to celebrities, swimming pools and rumba began focusing on decades-long mafia connections to Batista and organized crime. The internal gang rivalries which were connected to the death of some gang members tainted the good image of Cubas tourism industry. The Havana Hilton had political significance in Cuba because it acted as Fidel Castros temporary headquarters for the revolutionary government in 1959. For many tourists, traveling to Cuba for a vacation was a break from the usual routine and busy day. For example, the introduction of new music styles such as mambo made Cuba very popular.
Many tourists who traveled to Cuba sought a means of coping with the wrenching disruptions that resulted from the world wars, spread of communism and nuclear annihilation threat. The constant fear of military confrontations between nations was worrying to many people. The 1950s advertisement of Cuba as a tourism destination was boosted by televised programs such as Guys and Dolls and I Love Lucy which expressed Latin romance. This had increased peoples interest in Latin America, especially Cuba. The growth of the Cuban tourism industry attracted tourists to the country for leisure and sex. Prostitution was made open, with women soliciting unaccompanied males by 1950s, accosting them on the streets while others waited for customers in the bars. In Havana, prostitutes moved from hotels with abundant number of tourists to the sea side where seamen docked. The introduction of birth control pills in Cuba changed sexual behaviors and attitudes. Cubas reputation as the premier pleasure island increased and cosmopolitan travelers of the upper class were able to afford spending a holiday in Cuba in the pleasant comfort of a home that they build on land purchased from Cuban-owned development companies. By the late 1950s, wealthy Cubans had managed to own many 1920s-era homes around Biltmore and Havana Country clubs. Casinos became popular in Cuba and gambling in casinos had become a favorite leisure activity for some tourists from the US, Europe and Canada. There were more sights to see, variety of restaurants to eat from and lively bars for tourists to drink from. By 1958, most tourists traveled to Cuba by plane, some just for the evening while others during the weekends. It was estimated that flights between Miami and Havana each week reached between 60 and 80. Dozens of Latin American, US and European carriers with tourists arrived at Havanas airport. The opening up of Havana due to tourism led to the hunting down of dancers and beautiful show girls in Havanas lower-class neighborhoods and ballet schools.
The post-embargo tourism in Cuban laws marked by a decline in tourist numbers and reduction in financial returns generated from the tourism industry. When the 1959 Cuban revolution led to the taking over of power by Fidel Castro, the hostility of the US government towards Castros government led to the imposition of economic sanctions against Cuba. This greatly affected Cubas economy and various sectors of the economy. The Cuban tourism industry which had turned into a financial success was severely affected. The financial returns that were generated from the industry benefited the political class.However, the benefits drastically reduced when trade relations between the US and Cuba deteriorated. The US government was opposed to the communist leadership of Castro, hence it made efforts to undermine its success by placing a trade embargo. By 1960, opposition against Castros leadership by foreign nations such as the US undermined the tourism industry and the economy. Castro organized the island into a one-party socialist republic and received support from the Soviet Union. Tourism in Cuba came to an abrupt halt and the island began to sustain heavy financial losses, hunger and poverty. The Cuban Liberty and Democratic Solidarity (LIBERTAD) Act of 1996 was drafted in 1959 by the US. The formulation of the legislation resulted from the US hostile reaction to Fidel Castros administration after he established his government in 1959. For the US government, protecting the economic interests of the US included influencing trade relations with other nations.
The US trade embargo against Cuba had devastating consequences on the economy of Cuba, the once beautiful tourist attraction. The infrastructure within the country was almost completely destroyed by the sudden shift of the market. The government experienced economic problems which made it difficult for Castros regime to invest adequately in economic development programs. As a result, American tourists began to travel to new attractions in the surrounding islands like Puerto Rico and the Dominican Republic. However, despite the US government making it illegal for its citizens to travel to Cuba, some who were so willing managed to travel to the island.
Over the past century, Cuba has had to survive without American tourism, a multi-billion dollar industry which once made great impact on the national economy. The Castro administrations political ideology of communism and his efforts to undermine businesses that belonged to US citizens and corporations increased conflict between Castro and the US when he assumed into power. Although the LIBERTAD act has been criticized for violating the international trade laws, it has maintained US resistance to Castros leadership in Cuba. In addition, the act was considered to be unfair and extraterritorial by other nations because it allowed the US government to interfere with the matters of other foreign companies that worked close with the Cuban government. This law, for example, was opposed by other nations such as Canada, Russia, European nations and Latin American nations. The imposition of the US trade embargo against Cuba had adverse effects on Cubas economy, tourism industry and health of its citizens. For instance, slow economic growth led to a decline in nutritional levels, deterioration of the public health infrastructure, high rates of infectious diseases and deaths. These factors provide unfavorable conditions for tourism activities to be undertaken.
Because the US embargo was imposed to deny Castros administration economic resources by prohibiting travel, trade and economic relations between the US and Cuba that would promote economic growth in Cuba, the success of the tourism industry could no longer be sustained. The US embargo compromised the wellbeing of the Cuban people and accessibility to humanitarian services by increasing the cost of food and medical supplies. Although the US embargo was partially imposed in October 1960 after Castros administration expropriation of US citizens properties and corporations, it was fully implemented in 1962 and throughout the 1960s acted as a tool for US economic sanctions against Castros regime. The rules and conditions of the embargo were considered to be a violation of the rights of companies and individuals despite the fact that the US defended its move by asserting that Castros dictatorship and alignment with the Soviet Union were a threat to Americas national security. The economic implications of the embargo had severe effects on the Cuban economy and people. Many Americans were unable to travel to Cuba as tourists. Financial returns from the hotels, restaurants and casinos that once acted as a source of income for many Cubans had to be closed down. Furthermore, the restriction by the US government hindered investment by American citizens in Cuba .The embargo, since it was imposed, has had adverse effects on the Cuban tourism industry. American citizens, who can no longer travel to Cuba now, prefer other tourist destinations in the Caribbean or Europe. The restrictions on business activities undermined tourism in Cuba by making it impossible for American citizens to invest in Cuba or support its tourism industry. Other various sectors of the economy that have been affected include education, agriculture, education, infrastucture, industrial development and tourism. Adherence to the conditions of the embargo has been promoted by penalties and prosecution by the US government in case of violations. The economic sanctions promoted by the embargo have continued to undermine the economic development in Cuba. The Cuban government has had to establish trade relations with other foreign nations to meet and promote economic development and revive its tourism industry.
Conclusion
Cuba became a major tourist destination in the first half of the 20th century because it provided tourists with excellent recreational activities. Many tourists from Canada, Europe and the US flocked to the island in large numbers. The growth of the tourism industry made it necessary for the Cuban government to boost the growth of the industry through the establishment of a tourism commission. However, political upheavals experienced in the country in the late 1950s had adverse effects on the industry. This, together with economic sanctions imposed by the US, had severe effects on the once lucrative Cuban tourism industry. Due to the economic crisis that resulted from the imposition of the embargo against Cuba, slow economic development undermined the Cuban governments ability to put into place proper infrastructure.
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