Exploring opportunities for collaboration between Cuban and Dutch entrepreneurs in Agri-tourism

This market study was carried out in 2022 by a team of consultants led by Dr Humberto Ríos Labrada, a professional associated with Stichting iCRA, and commissioned by the Embassy of the Kingdom of the Netherlands in Cuba. Aim of the study was (1) to identify opportunities for collaboration between the emerging Cuban private sector and Dutch companies in the agri-tourism sector, (2) to describe the value proposition of Cuban agri-tourism, (3) to suggest the client segments that should be targeted by the Cuban agri-tourism sector and (4) the capacities that should be strengthened through such collaboration.

The study concludes that the Cuban agri-tourism proposal stands out as:

• Unique, as it comes from a country with a singular socio-economic regime;
• Diverse in its attractions, as it combines aspects related to the Cuban families’ way of life, ways of producing and consuming food, art, nature and history
• Potentially economically beneficial for farmers;
• Especially attractive for certain types of tourists, such as the adventurous Dutch/European agri-tourists and the Cuban diaspora interested in re-connecting with their culture.