Aim:

To design communication actions to attract international tourists in point-of-sales of ARTex in Santa Clara, Cuba.

Methods and techniques:

The study relied theoretical methods such as analysis-synthesis, historical-logical, and induction-deduction; and empirical methods like group dynamics, in-depth interviews, questionnaires to measure image, and expert opinion. SPSS, version 20.0 was used to process the information collected.

Main results:

The authors suggested communication actions to draw international tourists, like including ARTex point-of-sales in the routes of the main tourist destinations of Santa Clara; conducting communication campaigns associated with the image of these points to attract international tourists; conducting promotional campaigns; and the renovation of interior and external areas of the point-of-sales.

Conclusions:

The international tourists found a more attractive image offered by the self-employed sector and the Cultural Heritage Fund than the image suggested by ARTex point-of-sales. Accordingly, image-related communication campaigns were designed to correct the perception of the international tourists and the one projected by the point-of-sales, which was validated through the qualitative method of expert opinion.

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