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  1. 1. <ul><li>Between 1920 and 1959, 30 – 50% of all Americans travelling to the Caribbean, visited Havana. </li></ul><ul><li>Havana, located very near the East Coast, showed the best sanitary conditions of the Caribbean region. </li></ul><ul><li>Pleasant subtropical climate, friendly people and no limitations for drinking, gambling and other not so desirable amusements, were among the main attractions for the 1.7 million American visitors to Havana during the fifties. </li></ul>Understanding Tourism in Cuba Miguel Alejandro Figueras, Phd
  2. 2. <ul><li>In 1961, diplomatic relations were broken by the US Administration; banning travels to Cuba; </li></ul><ul><li>The Cuban Government eradicated gambling, drugs and other vices; </li></ul><ul><li>American travellers - 90% of all visitors- disappeared, so tourism activity fell abruptly; </li></ul><ul><li>Cuba's travel industry was reoriented mainly for domestic tourism </li></ul>Cuba: Travel & Tourism decline
  3. 3. Americans tourists & Cuba <ul><li>In the last four decades – it is estimated - that th ose measures inhibit 30 million Americans to visit the island. </li></ul><ul><li>- These prohibitions affected the Cuban tourism and cruisers trade for $20 billion. </li></ul>
  4. 4. <ul><li>- An intense Development Tourism Plan has been implemented. Hotel room number was more than tripled, mostly in new 4 & 5 stars categories hotels </li></ul><ul><li>- New airports were built, the number has been increased from three to ten </li></ul><ul><li>In 1989, only 12 airlines flew to Cuba. At this moment, 94 international airlines currently fly to our destination </li></ul><ul><li>New resorts has been developed, travel products have been diversified,causeways have been built over shallow waters linking heavenly small keys to the main island, allowing to transform them into high demand resorts </li></ul>Since the 1990´s: International travels to Cuba has recovered
  5. 5. The 1990´s Achievements <ul><li>- 8 times increased tourism´s income </li></ul><ul><li>- 5 times more arrivals </li></ul><ul><li>- 3 times more rooms available for international tourism </li></ul><ul><li>- Direct employment double </li></ul><ul><li>- Local production supplies for tourists enterprises grew 35 – 40 times. 67% of tourism companies purchase are domestically produce </li></ul>
  6. 6. Cuba currently ranks 8th among the 25 main tourist destinations in America and The Caribbean Cuban tourism development has shown the best performance in the American region (including North America) 12 1998 8 2004 14 1995 23 1990 Position According to the # of visitors YEAR
  7. 7. <ul><li>- In year 1990, Cuba received 3% of all the visitors to the Caribbean; while last year received 11% </li></ul><ul><li>One of every five hotel rooms in the Caribbean is in Cuba </li></ul><ul><li>Cuba is the first Caribbean destination for Canadians and Italians </li></ul>Cuba in the Caribbean
  8. 8. Structure according to quality categories of the hotels 41 000 rooms Lodging Capacity Categories Four stars Five stars Three stars Two Stars
  9. 9. <ul><li>In 1990, there were only 17 hotels that ranked 4 and 5 stars; today there are 106 hotels(29 130 rooms within this rank), representing the 71% of all the lodging capacity </li></ul><ul><li>76 All Inclusive hotels with 26 000 rooms, all resorts - 64% of all rooms and 92% of rooms located at beach areas </li></ul>The number of hotels was not only tripled, but also the quality structure was drastically modified
  10. 10. Foreign Participation 7 000 5 100 Rooms 2007 2004 13 joint venture hotels 50 – 50 % 19 124 54 Seventeen international hotel companies manage Rooms Hotels Hotels Administration Contracts
  11. 11. <ul><li>- Cuba offers a very diversify tourism product </li></ul><ul><li>- The area of the rest of the Caribbean islands is only half of Cuba territory </li></ul><ul><li>- Sun & Sand is important, but also nature tourism, nautical sports, health tourism. Cuba has 12 international marinas and 45 scuba diving centers with 1000 diving sites </li></ul><ul><li>Some of the Western Hemisphere oldest cities are located in Cuba. St Augustine Fl the oldest US city was founded half a century after Havana. Cities tours is one of the highest demanded products of the Cuban travel industry </li></ul>Cuba the biggest Caribbean island
  12. 12. <ul><li>- In this period, the number of phones lines has been doubled and service has been substantially improved </li></ul><ul><li>- Cell telephoning has been in operation for more than a decade </li></ul><ul><li>- Cyber cafes are common sites. Internet plug-in facilities and Wi-Fi are available at medium-high hotels </li></ul><ul><li>In all resorts and cities, visitors can take taxis, rent cars or board modern buses and go anywhere </li></ul>Services
  13. 13. <ul><li>In year 2003, Subscribers of Travel & Leisure Magazine, selected Cuba as the Best Island in the Caribbean </li></ul><ul><li>In same year, The National Geography Traveler Destination Scoreboard surveyed 200 specialists on sustainable tourism. They all chose Havana Historical Center among the 115 best places worldwide </li></ul>Notwithstanding all the obstacles
  14. 15. Main Markets
  15. 16. <ul><ul><li>In the decade 1995 – 2004 half a million US citizens visited Cuba, mainly: students, professors & academicians, groups of lawyers, architects, historians and physicians that attended professional events, youth sports teams, religious groups and environmental organizations </li></ul></ul>USA and Cuban residents to the USA
  16. 17. USA Citizens traveling to Cuba University of Colorado and The Battle Group studies in year 2003, estimated 2.5 – 3.0 millions American tourists traveling annually to Cuba, few years after travel ban is lifted.
  17. 18. Prohibition to Travel to Cuba. What is the global loss for USA Companies? For every million American tourists not allowed to visit Cuba the loss amount to: $ 30 millions Advertising and media agencies $ 30 millions Other imports $ 565 millions Global loss $ 45 millions F&B imports $ 160 millions Travel agencies & TTTO $ 300 millions Airlines