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Cuba's land mass, at 110,860 sq km, is greater than many European countries; consequently Cuba has plenty of space in terms of land and coastline (3,789 km) to receive more tourists (especially compared with the Caribbean average).
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Demand and Results, 2005-6 Tourist arrivals increased by 12% in 2005 (+7.5% on 2004) to 2.3 million, while earnings increased by 15% to US$ 2.7 billion (helped by the revaluation). Visitor numbers benefited from the displacement of tourists in early 2005 due to the tsunami and in late 2005 due to Cancún's hurricane damage. In 2005 arrivals from the UK were up 25% (201,000), Spain +36% (199,000), Canada +7% (603,000) and *Venezuela +87% (161,000). Italy, Germany and France all saw falls in visitor numbers of 5%, 14% and 10% respectively. The first quarter of 2006 saw a slight fall in visitor numbers to 740,000, although this is partially explained by a late Easter holiday period. Officials continue to remain confident of meeting the 2006 target of 2.5 million arrivals which would represent an increase of 7.8% on 2005 although some commentators consider this is unlikely to be met in full due to the disruption in schedules caused by the NAM summit and a fall in some forms of medical tourism. There has been a reported fall in visitor numbers from Canada of 7% in 2006. |
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Strategy for tourism in Cuba The tourist sector in Cuba was developed in the midst of a severe economic crisis in the early 1990's as a way of generating much needed foreign currency. Cuba was originally marketed as a relatively cheap sun and sea destination and proved especially attractive to Canadian snowbirds. All-inclusive hotels both fit this model and ensure that the tourists do not overly disrupt the local economy. As the sector has grown and matured attempts have been made to move the sector up-market. The current emphasis is on increasing profitability per tourist through both cost cutting and improvements to the quality and range of services offered. New developments have mostly been of a 5-star nature. While golf course and marina development have been mooted, they have not moved off the drawing board. |
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Capacity As at the end of 2005, Cuba had 272 hotels and 42,552 rooms. These are located principally in Havana (23%) and Varadero (36%) with additional significant concentrations in Jardines del Rey (9%) and Guardalavaca (11%). |
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Foreign involvement in sector 50 hotels with 18,779 rooms (representing 44% of total rooms) are under administration contracts with overseas hotel groups. The principal foreign groups include Grupo Sol Meliá (which expects to open its 23rd hotel in Cuba before the end of the year), Accor, Blau, Barceló, Hotetur, Hoteles C, IberoStar, NH, Occidental, Río, Super Clubs and Sandals. In virtually all of these hotels the owner remains the Cuban hotel chain (generally either Gaviota or Cubanacán, with the operator administering the hotel for a period of typically 5 years. Exceptions to this include the newly opened Saratoga Hotel and the Meliá Habana which are both JVs. |
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Cuban hotel and tourism groups The Cuban tourism industry was subject to a major restructuring in 2004 which resulted in the merging of several of the smaller entities into one of the major groups detailed below. Gaviota S.A. The commercial wing of the armed forces. It has a strong reputation for efficiency. Cubanacán S.A. The most prestigious Cuban hotel operator, owning 51 hotels across Cuba. Gran Caribe Owns 30 hotels including the prestigious Hotel Nacional. Habaguanex S.A. The commercial wing of the City Historian's Office. Responsible for the restoration and development of Old Havana for which it has won many plaudits. |
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