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A Challenge-Laden Year for the Industry

TODAY, CUBA MUST SHOW MARKETS, TOUR OPERATORS, TRAVEL AGENTS AND AIRLINES -MORE THAN EVER BEFORE- ITS PROVEN STRENGTHS AS A TRAVEL DESTINATION AND THE OPTIONS IT HAS TO OFFER. STICKING TO WHAT IT HAS BEEN ACHIEVED, REGAINING GROUND AND MOVING ON EVEN FURTHER AHEAD IN LINE WITH THE EXPECTED GRADUAL RECOVERY OF THE SECTOR WORLDWIDE

The ripple effects that were already being felt, and the possible ones, on travel decisions and spending by international tourists in a scenario marked over the past two years by the COVID-19 pandemic and, more recently, by the omicron variant, to which were added the rise in crude oil and energy prices and raw materials, with the consequent repercussions on the domestic economy and with a weight to be taken into account in European international tourism.

One of the variables in these analyses has been the prolongation of the conflict and, therefore, of the uncertainty and the scenario it generates: sanctions, closures and restrictions; effects on airline operations (closure of

During the pandemic period, investments did not stop, allowing the incorporation of 4,000 new hotel rooms and including the renovation of some 42,000

airspace, route diversions, higher costs), on markets and supply chains; increased inflation that makes lodging and transportation services more expensive; and even an effect on the perception of security and the desire to travel.

This, on top of the accumulated incidence of the pandemic, the difficult economic conditions and the mobility limitations that persist in some destinations.

In this context, many tourism markets have been betting on domestic tourists to save the season.

The year had started, according to data from the World Tourism Organization (UNWTO), with a + 130% rise in international tourist arrivals on a global scale compared to January 2021, confirming the positive trend started in the course of that year, although they remained 67% below the pre-pandemic levels of 2019.

2021 had started with -87% in January compared to 2020, amid the heavy impact of the pandemic, tightening restrictions and border closures in many countries. Earlier, 2020 was described by UNWTO Secretary-General Zurab Pololikashvili as "the worst year in the history of tourism."

In the promising start to 2022, among all regions, Europe (+ 199%) and the Americas (+ 97%) recorded the best results, albeit still with international arrivals at half of prepandemic levels.

Among the sub-regions, the Caribbean (-38%) and Southern Mediterranean Europe (-41%) showed the fastest rates of recovery compared to 2019 levels.

In releasing these data, UNWTO noted at the end of March that the outlook remains uncertain given the situation in Europe, but expected the gradual recovery of the sector to continue.

At the same time, the International Air Transport Association (IATA) reported that in January 2022, domestic and international air travel registered an increase of 82.3% compared to the same month of 2021 (+ 165.6% specifically in international travel), although with a decrease of 4.9% compared to December due to the increase in restrictions due to the advance of the omicron variant.

Specialized media highlighted the momentum of the cruise industry, with 264 ships (total: 450,000 capacities at full

In March, UNWTO noted that despite figures for the first month of 2022 confirming the positive trend started in 2021, the recovery in January was affected by the emergence of the omicron variant

occupancy) of 68 brands scheduled for operations in March. And at the end of 2021, the World Travel & Tourism Council (WTTC) reported a modest recovery in business travel spending and predicted that this year it could reach two-thirds of pre-pandemic levels.

Thus, roughly speaking, the industry moves internationally, an industry mediated by the economic, political and health environment, but also by the reflection of circumstances in the subjectivity of travelers, by trends and campaigns in the media and, increasingly, on social platforms.

NATIONAL OUTLOOK

Cuba does not escape this context, in addition to the tightening of U.S. sanctions, which also have an impact on the travel sector. The country opted for epidemiological security and, once more than 80% of the population had been vaccinated against COVID-19 and in the midst of a significant decrease in cases, it reopened its borders in mid-November 2021 with the forecast of increasing to 400 weekly international air frequencies.

As Cuban Tourism minister Juan Carlos García Granda stated at the most recent International Tourism Fair in Madrid (Fitur) and reiterated by the Prime Minister, Manuel Marrero Cruz, the country will continue to be a safe travel destination for peace tourism. During the pandemic period, investments did not stop, allowing the addition of 4,000 new hotel rooms (to exceed 84,000 in the state-run sector) and including the renovation of some 42,000 and the upgrade of the extra-hotel and tourist-oriented infrastructure.

The country came up with the Safe and Hygienic Tourism seal, which promotes sanitary safety in its operations. Cruise ships began to

return -even without the levels prior to the pandemic and the wave of sanctions in force since the Trump Administration- and, despite the unfavorable circumstances, the industry maintains the goal of receiving 2.5 million international visitors this year, 1.9 million more than in 2021 (356,470).

Cuba has also actively participated in the most recent and important international fairs of the industry (WTM, Fitur and the Paris World Fair, among others).

At the annual meeting of the Cuban Ministry of Tourism (Mintur) last March, it was said that, in view of the temporary absence of the Russian market - the main market in 2021, above the Canadian market, traditionally the first, but affected by restrictions due to the pandemic - it is vital for the island's tourism industry to strengthen its presence in traditional issuing countries such as Canada, the United Kingdom, France and Germany, and to bet on Latin American tourism.

Prime Minister Manuel Marrero Cruz, at the time, stressed the importance of applying new and more effective marketing, promotion and communication methods, boosting the use of social networks,

The Prime Minister, Manuel Marrero Cruz, stressed at that time the importance of applying new and more effective marketing, promotion and communication methods and promoting the use of social networks, designing new offers and developing multidestination, and seeking the best possible linkages within the borders (with the national industry, MSMEs and farmers), which is key to ensure supplies and services to the sector

designing new offers and developing multidestination, and seeking the best possible linkages within the borders (with the domestic industry, MSMEs and farmers), which is key to ensure supplies and services to the sector.

Cuba has proven strengths, not only in the sun and beach segment in the largest island of the archipelago and its keys. It is a safe destination, rich in culture and tradition (from heritage and colonial cities, theatrical, musical and dance creation to cocktails, cigars and handicrafts), in nature (green regions accessible from the main city and beach destinations, several biosphere reserves and national parks, a geopark has opened and others are in the pipeline, recognized adventure offers), with capacity for organizing events and open to inclusive and sustainable tourism.

In the midst of an international context that also affects other destinations, Cuba must today more than ever show markets, tour operators, travel agents and airlines that diverse reality and the options it offers. And it is doing so. Maintaining the progress made, recovering spaces and advancing even more in tune with the expected gradual recovery of the industry on a global scale.

Sumario

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2022-05-01T07:00:00.0000000Z

2022-05-01T07:00:00.0000000Z

https://revistasexcelencias.pressreader.com/article/282355453317552

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