ABSTRACT
This chapter looks at the processes related to the commodification of certain aspects of Cuban cultural heritage, and at the key role they play, as authenticating tools, in the development of the tourist sector. Dance classes in Cuba are not a novelty, and the tourism industry, especially in recent years, has been relying on aspects of Cuban cultural heritage that were transformed into key symbols of the island, being reshaped and becoming 'valuable' in concrete ways. The development of the dance business in the past few years is partly related to an increased demand for 'experiential tourism'. Casino and 'Cuban style' classes are highly popular with dance schools all across Europe and travelling to Cuba in order to improve one's dancing 'at the source' becomes an important part in the training of many dance enthusiasts. The availability of dance practices in an organized, institutionalized setting, was made possible, to a great extent, by the expansion of small the business sector.
