Unsuspected levels of culture can be appreciated in every-day life of this province, which despite being far away from the capital, may count on a population apt for study and creation. The people from Las Tunas are humble and charming, lovers of an abundant table that they offer spontaneously to visitors. The way of speaking in the region is somewhat different to the one predominant in the rest of the eastern zone, where one can perceive an intonation different to that of the rest of the country.
The artists who cultivate the "decima" in the territory have enjoyed and shared their art in national and international events on this particular poetic and musical genre of the Cuban countryside, developed around the figure of Juan Cristóbal Nápoles Fajardo (El Cucalambé). The inhabitant of Las Tunas is an inborn "decima" artist because improvisation comes out naturally.
Another artistic facet of the province is sculpture. It has set deep roots among the inhabitants of the province, which has been denominated "the sculpture capital".
National and international prizes on narration have been awarded to writers from this territory like Guillermo Vidal, professor and narrator, and Alberto Garrido, recently awarded the Casa de las Américas Prize, who shows an organic work with the story as most relevant genre.
The cult to heroes is part of the life of the people of this province. The Museo General Vicente García, located in colonial mansion where he used to reside, is a preferred place of the city.
The plaza devoted to the memory of José Martí treasures a singular sundial that allows the sun to illuminate the face of the national hero on every January 28, birthday of the hero.