For a long time this was the main arrival point from the sea to the whole of the north coast of the eastern provinces, turning it into a prosperous area. This coastal town, known as the Villa Blanca (white town), still boasts today the most remarkable examples of colonial architecture in the province of Holguín. Its two most important museums are the Colonial Museum, placed in a great neoclassic house built in 1872; and the Museum of Natural Sciences, an exhibition of one of the most complete collections of day time and twilight butterflies of the Antilles. 

The Bariay National Monument Park was erected in 1992 to commemorate the 500th anniversary of Columbus’ arrival at this spot in Holguín. A group of monuments created by the Holguín sculptress Caridad Ramos recalls the landing of Admiral Christopher Columbus on Cuban soil on 28 October 1492. The group of sculptures entitled "Encuentro" (Encounter) blends enormous Greco-Roman style columns into the natural surroundings to mark the spot of the historic landing. There are also replicas of a Spanish fort and native village, as well as an archeological museum.

Some 8 km south of the Guardalavaca beach is the largest burial ground to be found in the Antilles. Beside this archaeological cemetery is La Aldea Taína, a theme park with reconstructed scenes from the everyday lives of the native communities, with their hut-like dwellings, their customs and games. It constitutes the most important discovery in Cuba regarding an aboriginal settlement. Thus, the site has been declared National Monument.