




































 

How US Joint Ventures are Playing a Political Role in US-Cuban Relations 

Hannah M. Jarman 

University of Illinois at Urbana-Champaign 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Abstract 

With a primary focus on the US-Cuban tourism industry, this paper seeks to determine 

how economic interests served to thaw relations between the US and Cuba by analyzing the 

influence of corporate lobbying, specifically how joint ventures in Cuba have influenced the US 

and Cuban governments’ decision making. For the US, both internal and external influences 

played a large role in the recent decision to develop a rapprochement strategy toward Cuba. This 

research seeks to analyze those influences through the lens of shifting bilateral relations.  



About the Author 

Hannah Jarman is a junior at the University of Illinois at Urbana-Champaign studying 

Global Studies and Communication. Her specialization in Governance, Conflict, and Resolution 

and focus on Latin America brought her to Havana, Cuba in January 2016 with the University of 

Illinois Department of Political Science PS 300 course. Her research is supplemented by primary 

source observations from her trip abroad. She extends a special thanks to ACDIS for awarding 

her the Undergraduate Travel Scholarship research grant to aid in this research. 

Introduction: the History of US-Cuban Relations 

Cuba in the 1950s was characterized by extravagant nightlife, a glamorous music scene, 

and Mafia-run business ventures. The United States had its economic influence in Cuba through 

several industries including sugar. These ties began in 1884 when Cuba faced a collapse in 

international sugar prices and the US quickly made its way to the country to modernize the 

technology and develop direct economic ties in one of Cuba’s largest industries (Brenner et al, 

2015, p117). In addition to this overwhelming investment, the Cuban government under former 

leader Jose Batista welcomed Mafia influence, eventually developing a large network of casinos 

throughout the country. When Fidel Castro and the Revolution occurred in 1959 in an effort to 

overthrow the Batista regime, relations with the US began to crumble.   

US relations with Castro and the Revolution did not improve after the expulsion of the 

American Mafia and the US sugar industry. Rather, US-Cuban politics reached a new age of 

divergence. In 1960, Castro nationalized all foreign assets as one of his first actions in power, 

expelling most foreign business from the country. Castro’s government aligned with the Soviet 

Union, instilling fear throughout the West and motivating the initiation of countermeasures by 



the US government. Cuba’s steps towards socialism provoked the US during the Cold War to 

institute an embargo to stop trade to and from the island.  

In 1960, President John Kennedy was elected and inherited the Eisenhower 

administration’s plans to invade Cuba and unseat Castro. The Bay of Pigs invasion in 1961 

heightened tensions beyond the termination of diplomatic relations with Cuba that would 

characterize the next 55 years. As sanctions were established in 1962 by the US and as Cuba 

began nationalizing its economy, the political and economic ties between the two countries 

became more strained. Until recently, the thought of joint ventures in Cuba was a distant 

possibility for US business.  

Countries around the world have increasingly found economic opportunity through the 

establishment of joint ventures in Cuba. With the thawing of relations, the US is now at the brink 

of re-establishing its own joint ventures on the island. Consequently, the tourism industry has 

evolved to include more reputable partnerships than those from the 1950s. Tourism produces a 

strong economic, internal drive for both the US and Cuba. With the hope of tapping into this 

untouched multi-billion dollar market on the horizon, US ventures are anxious to lobby powerful 

committees and individuals for a complete lift of the embargo.  

This research will show that US business interests are the medium by which the political 

thawing of relations between the US and Cuba has been possible. Without business interests 

submitting influence, the rapid economic changes currently occurring in Cuba would not exist. 

This, in turn, creates domestic incentives in Cuba to liberalize the economy. From the 

perspective of the US, this economic influence is more effective than using sanctions to try to 

reverse the Revolution’s ideologies. Now more than ever, active lobbying by US business has 



given President Obama the opportunity to embrace a foreign policy initiative in the national 

interest of the US and Cuba on both a foreign and domestic level.   

This paper will analyze the effects of the US sanctions on Cuba in terms of an evolving 

economic environment, the current international interests present on the island that have further 

influenced economic liberalization while prompting a response from the US, and the lobbying 

efforts of US businesses to open relations completely. Through this analysis, a holistic image of 

the current economic situation facing Cuba and the US will be presented that will help in 

understanding why this change occurred.  

Effects of the Sanctions 

In 1963, the US enacted the Cuban Assets Control Regulation Act (CACR) in 

conjunction with the 1917 Trading With the Enemy Act (TWEA) to create an embargo against 

Cuba as a policy tool against communism (Spadoni and Sagebien, 2013, p79). The Helms Burton 

Act of 1996 codified these interests by making it necessary that both an executive order and 

approval by Congress were needed to end the embargo. When the economy was nationalized in 

1960, all US property in Cuba was nationalized by the Cuban government (Renwick, 2016, n.a.). 

Notably, a large land grant owned by Harvard to study tree species became a part of the Cuban 

economy and now serves as an open arboretum where tourists flock to see the wide array of tree 

species, both native and foreign to the island. This economic model functioned until the 

economically-crippling effects of the US embargo took hold after the collapse of the Soviet 

Union.  

The 1990s in Cuba were given the title of the “Special Period” by the Cuban government 

when Cuba witnessed a large economic downturn after the fall of the Soviet Union. Tourism, 



such as the aforementioned example, appeared to be Cuba’s answer to this “Special Period.” As 

their primary trading partner and source of foreign aid, the Soviet Union’s fall left Cuba 

struggling to compensate for its lack of international, political and economic support. In 1987, 

approximately 87% of Cuba’s trade was with the Soviet Union while loans totaling almost $11.6 

billion streamed out from behind the Iron Curtain. (Benzing, 2005, p70). As the US 

simultaneously experienced an economic upturn, foreign relations involving Cuba dropped down 

the priority lists of policymakers.  

Cuba was reluctant to resort to joint ventures to save its economy. However, foreign 

investment became the fundamental solution to escape economic recession. This led to a 1992 

constitutional amendment in Cuba that opened the country to joint ventures. Initially, foreign 

investors could only own 49% of any given business such that the Cuban government had 

majority control (Benzing, 2005, p71). Because European and Canadian tourism was so high, the 

number of European and Canadian partially-owned businesses in the country began to increase. 

Investing in Cuba’s foreign direct investment (FDI) is risky, however, as Cuba does not publish 

annual data on its capital inflows and outflows (Feinberg, 2013, p14). Historically operating 

under a veil of secrecy, the Cuban government’s disinclination to release the flows of capital 

within their country is problematic as businesses are unaware of how or where their assets would 

be allocated. Even so, as the tourism industry continues to grow, foreign investment in Cuba is 

making the country’s tourist sector one of the most competitive in the region. This liberalization 

of the economy officially began under the shifting policies of Raul Castro in 2008. 

Influence of International Joint Ventures 

Cuba’s opening of its markets to foreign ventures was not politically and economically 

expedient. Nevertheless in 2013, foreign investment accounted for 7% of the new Cuban 



economy, and 34,000 Cuban jobs were a direct result of joint ventures in the country (Feinberg, 

2013, p16). This stems from the “240 joint ventures in Cuba, involving 57 countries in 40 

different areas of the economy” that characterized foreign investment in the late 1990s when 

Law 77 was passed (Baumolh, 1997, n.a.). Enacted in 1995, Law 77 offered protection to foreign 

investors and gave some industries 100% ownership of their investments in Cuba (Benzing, 

2005, p71). Canada was one of the countries that took advantage of these economic opportunities 

despite the divergent political interests of the US. Canada’s FDI remains one of the highest in 

Cuba, and Canada was Cuba’s fourth largest bilateral trade partner in 2009 (Spadoni and 

Sagebien, 2013, p82). Canadian joint ventures across different industries include Cerbuco/Lebatt 

(beer company), Leisure Canada (tourism), YM Biosciences (medical engineering), and Sherritt 

International (oil, nickel, agriculture). Canada took advantage of Cuba’s economic growth in the 

early 2000s when US business could not.  

However, at the transition of power from Fidel Castro to his brother Raul Castro in 2008, 

accusations of corruption amongst these joint ventures rose to the surface. In 2011, Cuban 

authorities authorized a shutdown of Canadian joint venture Tokmakjian Group, an Ontario-

based company that renovated car engines in Havana on accusations of fraud (Spadoni and 

Sagebien, 2013, p81). The Cuban government grew wary of international business, and 

subsequently initiated a  campaign against corruption in foreign investment. The impact of this 

campaign placed higher scrutiny on big business in Cuba. In 2002, over 400 joint ventures were 

established; however, the Cuban government eliminated almost half of these ventures when it 

discovered that the economic advancements that had originally been touted did not fulfill 

expectations (Feinberg, 2013, p15). As a result of these changes, businesses found it incredibly 

difficult to operate successfully under the Cuban government’s scrutiny.  



In 2013, the Cuban government established The Mariel Special Development Zone that 

epitomizes Cuba’s economic evolution since the early days of the Revolution. Despite being 

weary of international joint ventures and capitalism, the Cuban government recognized the 

importance of developing a commercial port given the island’s strategic geopolitical 

location.  On November 1, 2013, the Cuban government released the rules and regulations for the 

Mariel Free Trade Zone as it is commonly known. This zone is geographically located 28 miles 

from Havana and is intended to become a hub of foreign investment.  

With an intention for commercial entities to take advantage of the newly-expanded 

Panama Canal, Cuba saw an opportunity to expand economically. In stark contrast to the 1992 

constitutional amendment that allocated only 49% ownership of the shares  to foreign investors, 

foreign business will now be able to have 100% ownership, with up to 50 year contracts, and a 

10 year period before having to pay 12% taxes on profits (Frank, 2013, n.a.) in the Mariel Zone. 

The National Bank of Economic and Social Development in Cuba and the developmental bank 

of Brazil, another country who has ambitions of foreign investment in Cuba, partnered with the 

Cuban government to contribute $900 million to the infrastructure of the port (Davalos Leon, 

2013, p168).  

Although this was a significant stride towards liberalization of the economy by a 

fervently socialist government, there still exist strict limitations on commercial activities and a 

tough acceptance process to be a part of the Mariel Zone. The Dutch-British company Unilever 

has been one of the first and most influential to be accepted into the Mariel Zone (Frank, 2016, 

n.a.). Unilever is expected to open a factory by 2018 that will bring thousands of jobs to Cuba. 

As Cuba seeks foreign investment to develop its economy, has seen the benefits of offering 

majority ownership to the businesses as an incentive to set up shop. These economic 



developments are important in the context of thawing relations between the US and Cuba in the 

past eight years. Without this liberalization, momentum for meaningful policy reform in 

Washington D.C. with regard to Cuba would not have materialized. 

Future of US Joint Ventures in Cuba 

The US Department of Treasury’s Office of Foreign Assets Control (OFAC) amended the 

CACR to lift specific sanctions regarding US business and travel activities in Cuba on January 

16, 2015 (Spiliotes et al, 2015, p1). Specifically, certain exports can be sent to Cuba and certain 

business-related activities are now permissible for travel through amendments to the Exports 

Administration Regulations. Although the entire embargo has not been lifted, there are more 

business opportunities for US companies.  

US businesses have been anxiously waiting almost 50 years to begin legally investing in 

the Cuban economy through joint ventures. While there has not been an official end to the US 

embargo, foreign companies are excited about the attractive market opportunities that will 

become available when US relations with Cuba have been completely normalized. In order to 

understand the political process behind the decision to normalize relations, it is important to 

analyze three key factors-- international pressure, Cuba’s slow economic liberalization, and 

political lobbying efforts.  

International pressure comes from the UN General Assembly. The UN has signed a 

resolution every year for 22 years asking the US to lift its trade embargo on Cuba (Renwick, 

2016, n.a.). The only two counties that have consistently opposed this resolution are the United 

States and Israel. Human rights activists and international leaders have spoken out against the US 



embargo as an exhibition of oppression, but for 22 years has not inspired action from U.S. 

politicians. 

Most importantly, the lobbying efforts in Washington DC have played a role in all 

conversation involving US-Cuban relations. The Sunlight Foundation is a nonprofit and 

nonpartisan organization devoted to the establishment of open government through 

dissemination of transparent information. Through their online database, they have logged 

lobbying efforts based on the lobby group, the client, and the general issue at hand. Although this 

database only logs surface level data about certain lobby efforts, the research is extensive and 

provides 2,560 pages of categorized lobby information. From this database, it is evident that US 

business plays a significant role in the actions of the government. Specifically, the Cuban 

lobbying effort has grown significantly to reach all domestic political outlets with the power to 

shift the foreign policy conversation towards advancing the thaw. Without these business 

interests pushing to the forefront, the conversation on Cuba would continue to be a quiet one.   

In 2015, the US Department of Commerce authorized business transactions in Cuba to be 

worth up to $4.3 billion, a 30% increase from the previous year (Renwick, 2016, n.a.).  In 

September of 2012, travel agency, Insight Cuba, lobbied the Senate Banking and Foreign 

Relations Committees as well as the House Appropriations Committee to help license renewal to 

continue sending tour groups to Cuba. Gephardt Group, a lobbyist group “enabling countries to 

compete in the global marketplace”, was the primary lobby group for Insight Cuba (Gephardt 

Group, 2016). Similarly, alcohol product producer and distributer Barcardi Limited is filed as 

having lobbied in May 2009. Their efforts have focused on everyone from the US Ambassador to 

the UN to the entire US House of Representatives and the Counsel of the President for reanalysis 

of US policy towards Cuba.  



The list of companies lobbying for open trade and investment with Cuba is diverse and 

extensive. In 2014, the number of companies and organizations pushing for a complete thaw in 

relations skyrocketed due to hope for progress during President Obama’s discussion of 

conducting  dialogue with Castro. The Engage Cuba Coalition, which includes corporations such 

as Viacom, Choice Hotels, The Havana Group, P&G, Comcast NBC Universal, and Honeywell, 

stemmed from this hope. These powerful corporations are lobbying to end the trade embargo 

completely. Before President Obama’s trip to Cuba in March, 2016, Engage Cuba utilized ties to 

the White House to provide an agenda for the business-oriented discussion during Obama’s trip. 

While Netflix, Verizon, and Air B&B have already opened business in Cuba, the process is slow 

and selective (NPR, 2016, n.a.). However, the Cuba lobby is only growing. Akin Gump, the 

country’s largest lobby firm, is making plans for their trip to Cuba to represent agricultural 

producers and distributors within the upcoming year (Ho, 2016).  

Lobbying efforts to end the 55-year-old embargo are intensive. While manufacturers and 

agricultural industries have played a role in the lobbying efforts, tourism, leisure, and 

telecommunications have had the most leverage in the attempt to convince Congress to open 

trade barriers with Cuba. While tourism services are not the only US businesses pushing for the 

thaw, tourism’s impact on the Cuban economy has been an increasingly influential one.  

Cuba has achieved progress toward its economic liberalization; however, the Cuban 

government still publically abides by the same policies and values established during the 1959 

revolution. Nevertheless, through the Mariel Port project and the introduction of international 

business into Cuba’s economic sphere, the US has witnessed a small step towards the progress it 

hoped the embargo would promote. This economic progress plays a significant role in discussion 

by policymakers about the future of diplomatic relations.  



Analysis: Larger International Security Implications 

Much as the American Mafia brought both infrastructure development and political 

corruption to Cuba, joint ventures and a growing tourism industry could bring similar advances 

and vices. Today, Cuba operates on a dual economic system in which two different currencies 

exist. This utilization of both - the national peso and the Cuban convertible peso (CUC) -

  complicates matters. While those working in the tourist industry make significantly more 

money by earning the internationally competitive CUC, the non-tourist sector workers fall 

further behind on the economic playing field.  

A taxi driver can earn up to 20 CUC for a single car ride. Comparatively, an agricultural 

worker or urban employee often earns, as the national average, roughly 408 pesos for an entire 

month (Brenner et al, 2015, p195). The CUC is worth 25 times more than the national peso (The 

Economist, 2013, n.a.). With most consumer goods being sold in CUC, this creates a problematic 

dual economy that has prompted the Cuban government to rethink economic strategies 

domestically. This dual currency system creates counterproductive systematic inconsistencies for 

the running of a socialist state. One of the largest negative internal implications of allowing 

tourism-centered foreign joint ventures is the increase of wealth inequality in the country -- 

unless Cuba standardizes its currency. This requires a deeper consideration of how foreign 

investment will interact with the socialist economic system by a Cuban government that is 

looking to reform its economy.  

In addition to internal struggles, Cuba is conscious of its position on the world stage. 

Once priding itself as the “Leader of the Third World,” Cuba does not receive the same cold 

attitude from the rest of the world as it does from the US. In 2015, many leaders, notably the 

Presidents of Chile and Ecuador, in the Organization of American States (OAS), refused to come 



to the Seventh Summit of the OAS unless Cuba was included in the conversation. Cuba had its 

membership taken away in 1962 under US influence in the organization. Additionally, the UN 

General Assembly has voted several times against the US embargo on Cuba. Giving Cuba a 

voice that had been muted for years in regional organizations is important to the political 

alignments that exist today. 

Opening up relations with Cuba has the potential to shift the political environment of the 

Western Hemisphere. Cuba was removed from the US State Sponsor of Terrorism list in May of 

2015, which is one of the Obama Administration's most noteworthy steps in the rapprochement 

process.  Cuba received this designation during the Cold War because of alleged repressive 

political ideologies and communistic actions.  

Now that Cuba is no longer nominally an enemy to the US and its economy is liberalizing 

out of both necessity for modernization and sustainable solutions to economic stagnation, Cuba 

has an important decision to make. Over the past 15 years, Cuba has created an economic and 

political interdependence with its close ally Venezuela. Despite strained economic conditions for 

both counties, their relationship comes from a close alignment of political ideologies between the 

Castro family and Venezuelan President Maduro. Venezuela depends on Cuba for human capital 

in the form of doctors, teachers, and military advisors. Mutually, Cuba depends on Venezuelan 

oil (Piccone and Trinkunas, 2014, n.a.). Although both nations would benefit from an ease on 

economic interdependence because of increasing internal instability within each country, this is 

not probable to occur unless both countries diversify their international trading partners and 

allies. As Venezuela faces a huge economic downturn caused by low oil prices, Cuba made the 

strategic decision to accept the opening of political relations with the United States. This shift is 

not just politically expedient but is also a push for economic survival in the global economy.  



Simultaneously, the United States has powerful self-interests as well as an external 

reputation to uphold. The US must begin to question whether its policy toward Latin America is 

sufficient. With increasing hostility from South America by countries such as Venezuela and 

Ecuador, it may be beneficial to continue liberal political thought in the maintenance of relations 

with other actors in Latin America. Finding mutually beneficial partnerships and avoiding 

parasitic ones may be the next step for American foreign policy in the region in order to avoid 

breaches of international security.  

However, the US is also in a race with China to secure economic relationships in the 

region before the Chinese market has gained dominance in Latin America. Chinese economic 

influence is growing in the region exponentially. As a global trade competitor, the US has an 

interest in not only maintaining ties in Latin America but bolstering them as well. External 

interests to open relations were evident in both the US and Cuban agendas. These economic 

needs and desires have the power and potential to play the most important role in political 

decisions. 

Ultimately, the tourism industry has become the first true revelation from both the US 

and Cuba to analyze their policies toward one another; the US risks losing a growing tourist 

industry and economic influence in Latin America while Cuba risks an economic downturn. The 

US-Cuban relationship has the potential to be mutually beneficial, and despite the risks, it is 

clear that US politicians have begun to realize this fact. 

Conclusion 

As the prospect of US joint ventures in Cuba becomes more potent, an interesting 

relationship emerges between policy creation and corporate interests. Not unlike other policy 



sectors, business interests and politics intersect strategically to establish wide scale political 

change. That is not to say that certain obstacles do not remain such as property claims in the 

country. Nonetheless, the influence of the tourism industry can be illustrated through this 

emerging relationship between two countries once categorically established as enemies. 

Recognizing the larger implication of this research is key to understanding both the US and 

Cuban role in the international sphere. As long as business interests exist, foreign policymakers 

will be pressured to view the foreign relations process through an economic lens. In the case of 

US and Cuba, diplomacy and foreign investment are not mutually exclusive foreign policy 

tactics. Rather, their purposes intertwine to create a new interpretation of economic alliances.  

 

 

 

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Timeline: U.S.-Cuba Relations. (n.d.). Retrieved March 15, 2016, from 

http://www.cfr.org/cuba/timeline-us-cuba-relations/p32817   

 

 

 

 

 

 

 

 
 

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