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ABSTRACT
The US and Cuba have alleviated the half a century of Cold War-era isolation and have tried to resume diplomatic relations. Due to the continuous development in policies between US and Cuba, many US tourists may be likely to visit Cuba for the first time. The purpose of this article is to assess Cuba’s current tourism position among 29 Latin American and Caribbean countries through the application of the Tourism Competitiveness Index. The results from the competitiveness analysis indicate that Cuba is well positioned in terms of price competitiveness, with a great potential to become the top performer among these countries. The study provides valuable information for managers, policy-makers, key decision makers and government officials in Cuban tourism.
Disclosure statement
No potential conflict of interest was reported by the authors.