1. Travel and Tourism in Cuba to 2018
Synopsis
The report provides detailed market analysis, information and insights, including:
Historic and forecast tourist volumes covering the entire Cuban travel and tourism sector Detailed analysis of tourist spending patterns in Cuba for various
categories in the travel and tourism sector, such as accommodation, sightseeing and entertainment, foodservice, transportation, retail, travel intermediaries and
others Detailed market classification across each category, with analysis using similar metrics Detailed analysis of the airline, hotel, car rental and travel
intermediaries industries
Executive summary
The Cuban travel and tourism sector’s performance was modest during the review period (2009–2013). However, important reforms, such as the
US government lifting its travel ban and economic reforms which attracted foreign investment and business tourists to Cuba, were beneficial for the sector.
Scope
This report provides an extensive analysis related to the tourism demands and flows in Cuba:
It details historical values for the Cuban tourism sector for 2009–2013, along with forecast figures for 2014–2018 It provides comprehensive
analysis of travel and tourism demand factors, with values for both the 2009–2013 review period and the 2014–2018 forecast period The report
provides a detailed analysis and forecast of domestic, inbound and outbound tourist flows in Cuba. It provides comprehensive analysis of the trends in the airline,
hotel, car rental and travel intermediaries industries, with values for both the 2009–2013 review period and the 2014–2018 forecast period.
Reasons to buy
Take strategic business decisions using historic and forecast market data related to the Cuban travel and tourism sector. Understand the demand-side dynamics
within the Cuban travel and tourism sector, along with key market trends and growth opportunities.
Key highlights
Cuba is a socialist country, governed by a communist government. After Fidel Castro’s resignation as president in February 2008, his brother Raúl
Castro was elected. Since then, the government has been making continuous efforts to improve the country’s economy, living standards, international
relations and infrastructure development. Following a growth of 2.4% and 2.8% in 2010 and 2011 respectively, Cuba’s real GDP expanded by 3% in
2012. Economic stability was also reflected in the travel and tourism sector and growth was recorded in both domestic and international trips. Havana is a leading
business and leisure tourist destination. In TripAdvisor’s 2013 Travelers’ Choice Awards, Havana was ranked first of 54 tourist destinations
‘on the rise’, based on traveler feedback. Santiago de Cuba, the second-largest city in Cuba, is also a leading tourist destination. It is home to San
Pedro de la Roca, a UNESCO World Heritage site, and Baconao Park, which is on the UNESCO World Heritage Biosphere Reserve List. Domestic tourism in
Cuba has been growing since 2008 when President Raúl Castro lifted the ban on Cubans staying at hotels previously reserved for foreigners. The growth can also
be attributed to capitalist reforms made by the government allowing residents to travel freely. The average expenditure per domestic tourist increased during the
period, from CUP156.2 (US$7.0) in 2009 to CUP212.0 (US$9.5) in 2013. Cuba recorded a 33.3% increase in arrivals from the US in 2012, driven by the lifting
of a ban on travel to Cuba by the US authorities. The number of arrivals from the US increased at a CAGR of 20.4%; it is expected to become the second-largest
source country for Cuba in 2018. In January 2013, the government decided to ease restrictions on Cubans traveling overseas. According to the new law, Cubans
are now permitted to travel in foreign countries without the need for an exit permit. In addition, it is not mandatory for Cubans to return to Cuba to have their
passports renewed for two years. As a result, many Cubans are now looking for tourism offerings as well as job opportunities outside of Cuba, specifically in the
US, Mexico, Canada and Spain. Total airline capacity recorded a growth of 10.4% in 2013, increasing from 2.1 million seats in 2012 to 2.3 million in 2013. The
increase can partly be attributed to various airlines expanding their fleets, particularly national flag carrier Cubana. Cubana added three Antonov An-158s in 2013
and plans to add three more in 2014. The Cuban hotel market remained relatively stable during the review period, with total revenue posting a CAGR of 1.20%.
Steady tourism demand from key source countries helped the industry to grow. However, a decline at a rate of -19.8% was recorded in the number of
establishments in 2012. The decline can partially be attributed to Hurricane Sandy, which devastated several buildings, particularly in Santiago de Cuba, in
October 2012. Additionally, as foreign investors can only buy into the luxury segment, there was a decline in the number of budget hotels. The car rental market
is characterized by old cars as, up until 2010, Cubans were not permitted to buy or sell cars. The market performed well during the review period, with the
industry’s total market value increasing at a CAGR of 4.99%. Following a decline of 6.5% in 2009 due to a decrease in leisure and business tourism in the
wake of the eurozone debt crisis, the car rental market recovered. The travel intermediaries’ market value increased at a review-period CAGR of 8.51%.
Dynamic packages (or customized tour packages) in particular have recorded robust growth during the period at a CAGR of 31.91%. The growth can be
attributed to dynamic packaging being a new concept allowing the customer to customize the package according to their needs.
table Of Contents
1 Executive Summary
2 Travel And Tourism Sector In Context
3 Country Fact Sheet
4 Tourism Flows
4.1.1 Domestic Tourism
4.1.2 Inbound Tourism
4.1.3 Outbound Tourism
4.2.1 Government Campaigns And Events To Promote Domestic Tourism
4.2.2 Lifting Of Travel Restrictions By The Us
4.2.3 Economic Reforms To Attract Foreign Investors
Travel and Tourism in Cuba to 2018

2. 4.2.4 Business-friendly Policies To Attract Foreign Investment
4.2.5 Outbound Tourism Supported By Economic Growth And Liberalized Travel Restrictions
4.2.6 Infrastructure Development
4.3.1 Domestic Tourism
4.3.2 Inbound Tourism
4.3.3 Outbound Tourism
5 Airlines
5.2.1 Growing Number Of Charter Airlines
5.2.2 Close Ties With Brazil To Support Tourism Growth
5.2.3 Expansion In Air Capacity And Infrastructure
6 Hotels
6.2.1 Government Efforts To Promote The Market
6.2.2 New Hotels Are Opening In Cuba
7 Car Rental
7.2.1 Lack Of Proper Infrastructure
7.2.2 Growth Expected In The Number Of Business Customers
8 Travel Intermediaries
8.2.1 Expansion Of Us Travel Intermediaries Into Cuba
8.2.2 Restricted Internet Usage
9 Tourism Board Profile
10 Airport Profiles
10.1.1 Overview
10.1.2 Operator Profile
10.1.3 Routes
11 Company Profiles – Airlines
11.1.1 Aerocaribbean – Company Overview
11.1.2 Aerocaribbean – Main Services
11.1.3 Aerocaribbean – Key Employees
11.2.1 Aerogaviota Sa – Company Overview
11.2.2 Aerogaviota Sa – Main Services
11.2.3 Aerogaviota Sa – Key Employees
11.3.1 Cubana De Aviación Sa – Company Overview
11.3.2 Cubana De Aviación Sa – Main Services
11.3.3 Cubana De Aviación Sa – Key Employees
12 Company Profiles – Hotels
12.1.1 Meliá Hotels Cuba – Company Overview
12.1.2 Meliá Hotels Cuba – Main Services
12.2.1 Grupo Hotelero Islazul– Company Overview
12.2.2 Grupo Hotelero Islazul– Main Services
12.3.1 Grupo Hotelero Cubanacan Sa – Company Overview
12.3.2 Grupo Hotelero Cubanacan Sa – Main Services And Brands
12.4.1 Gran Caribe Grupo Hotelero – Company Overview
12.4.2 Gran Caribe Grupo Hotelero – Main Services
12.5.1 Habaguanex Hotels – Company Overview
12.5.2 Habaguanex Hotels – Main Services
13 Company Profiles – Car Rental
13.1.1 Via Rent A Car Transgaviota – Company Overview
13.1.2 Via Rent A Car Transgaviota – Main Services
13.1.3 Via Rent A Car Transgaviota – Key Employees
13.2.1 Transtur Sa – Company Overview
Travel and Tourism in Cuba to 2018

3. 13.2.2 Transtur Sa – Main Services
14 Company Profiles – Travel Intermediaries
14.1.1 Marysol Travel Services Sa – Company Overview
14.1.2 Marysol Travel Services Sa – Main Services
14.1.3 Marysol Travel Services Sa – Key Employee
14.2.1 Liberty International Cuba – Company Overview
14.2.2 Liberty International Cuba – Main Services
14.2.3 Liberty International Cuba – Key Employees
14.3.1 Cuba Real Tours – Company Overview
14.3.2 Cuba Real Tours – Main Services
14.3.3 Cuba Real Tours – Key Employee
14.4.1 La Coronación Sa – Company Overview
14.4.2 La Coronación Sa – Main Services
14.5.1 Cubanjourneys.com – Company Overview
14.5.2 Cubanjourneys.com – Main Services
15 Market Data Analysis
15.1.1 Number Of Trips And Overnight Stays
15.1.2 Number Of Overnight Stays
15.1.3 Total Domestic Tourist Expenditure
15.1.4 Average Expenditure Per Domestic Tourist By Category
15.2.1 International Arrivals By Region
15.2.2 International Arrivals By Purpose Of Visit
15.2.3 Total Inbound Tourism Expenditure By Category
15.2.4 Average International Tourist Expenditure By Category
15.3.1 International Departures By Region
15.3.2 International Departures By Purpose Of Visit
15.3.3 Number Of Overnight Stays
15.3.4 Total Outbound Tourism Expenditure By Category
15.3.5 Average Overseas Expenditure Per Resident By Category
15.4.1 Seats Available
15.4.2 Number Of Seats Sold By Passenger Type
15.4.3 Load Factor
15.4.4 Passenger Kilometers Available
15.4.5 Revenue-generating Passenger Kilometers
15.4.6 Revenue Per Passenger
15.4.7 Total Airlines Revenue
15.5.1 Hotel Establishments
15.5.2 Available Rooms
15.5.3 Room Occupancy Rate
15.5.4 Room Nights Available
15.5.5 Room Nights Occupied
15.5.6 Average Revenue Per Available Room
15.5.7 Revenue Per Occupied Room
15.5.8 Total Revenue Per Available Room
15.5.9 Total Hotel Revenue
15.5.10 Guests By Customer Type
15.6.1 Market Value By Customer Type
15.6.2 Fleet Size
15.6.3 Rental Occasions
15.6.4 Rental Length
15.6.5 Average Rental Length
15.6.6 Utilization Rate
15.6.7 Average Revenue Per Day
15.7.1 Travel Intermediaries Market Value By Product Type
15.7.2 Travel Intermediaries Market Value By Channel
15.7.3 Travel Intermediaries Market Value By Destination
15.7.4 Travel Intermediaries Market Value By Customer Type
16 Appendix
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Travel and Tourism in Cuba to 2018