Tourism centered on the Viñales Valley is developing, the area being protected by constitution since February 1976, and declared a national monument in October 1978. The Viñales Valley has been listed as a UNESCO World Heritage Site since November 1999, for the outstanding karst landscape and traditional agriculture as well as vernacular architecture, crafts and music.
Attractions in Viñales include the Museo Municipal, Casa de Caridad Botanical Gardens, Museo Paleontológico, Palenque (a Maroon village) and the nearby caves (Cueva del Indio, Cueva de José Miguel, Cueva de Santo Tomás) in Valle de Viñales National Park, which were refuges for runaway slaves. There is also a cave that doubles as a nightclub.
Casas particulares (private residences that have been tailored and licensed to operate as bed and breakfasts) offer accommodations to visitors year-round. There are also three hotels located a few kilometers outside of town, rated three stars: La Ermita, Los Jazmines, and Rancho Horizontes San Vicente. The campismo Dos Hermanas comprises 54 cabins (available to tourists), a swimming pool and restaurante.