Piñero doubles down on local culture with Cultura Viva

JSBy Joan SanzCurated by Joan Sanz. · July 27, 2026 · Follow on LinkedIn

Voice reading · ~1 min

Travelers no longer just want a hammock and a buffet. They seek authenticity, to immerse themselves in the destination. Piñero knows this and has just consolidated its Cultura Viva program, a bet on purpose-driven tourism that integrates local communities into the guest experience.

According to Hosteltur, the hotel group reinforces its commitment to local culture as a differentiating factor. It's no longer enough to place a craftsman in the lobby: it's about creating real connections between residents and visitors. I see this as a smart move in a market where differentiation has become elusive.

The interesting thing is that Cultura Viva doesn't come from a marketing manual, but from a genuine bet to preserve the identity of the destinations where Piñero operates. A traveler who takes home a story, not a plastic souvenir, is the one who comes back. And that, in terms of profitability, cannot be beaten.

Quick questions

What is Piñero's Cultura Viva?

It's a program that integrates local communities into the guest experience, promoting cultural authenticity and real connection between travelers and residents.

Why is Piñero betting on local culture?

Because travelers increasingly seek authentic experiences, and a destination's differentiation depends on preserving its cultural identity, according to Hosteltur.

Where does Cultura Viva operate?

The program runs in destinations where Piñero has properties, mainly Dominican Republic, Mexico, and Spain, integrating local traditions.

How does it benefit local communities?

It generates income and visibility for artisans, guides, and local producers, while fostering cultural pride by being an active part of the tourism experience.

Is authenticity profitable for hotels?

Yes, because a guest who lives an authentic experience is more likely to return and recommend, boosting loyalty and brand value.

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