Haiti’s Tourism Ministry unveiled its first travel commercial on Friday afternoon.

The ad is Haiti’s attempt to kickstart its quiet tourism industry and attract visitors to what the video calls “the soul of the Caribbean.” The video is in Creole with English subtitles.

Haitian officials see tourism as an important means to boosting the island’s economy and providing work for locals; however, skeptics worry that too much emphasis on the travel industry leads to minimal benefits for locals.

An article in Haitian Times expanded on the argument:

To promote tourism, Haiti’s present efforts have included the construction of airports…building hotels…and opening a hospitality school, amidst other initiatives. However, for the countless Haitians…physical and social infrastructure investments such as new roads, school buildings, public health services and workforce development (beyond tourism training institutes) can go a lot further in bolstering their daily realities.

The ministry also launched vacation packages from the United States in partnership with Canadian tour operator Transat Holidays.

Photo Credit: Locals explain why Haiti is a great place to "let go" in the country's first ad campaign. Screenshot / Tourism Haiti