Guidelines for the Improvement of Tourist Management in the Destination Havana

Abstract

Introduction:  Contemporary tourism faces the challenge of adapting its management models to an increasingly competitive and dynamic global environment. In the case of Cuba, and particularly in Havana, the development of the tourist destination has been limited by deficiencies in its management structure, lack of coordination among stakeholders, and a poorly diversified offer. In this context, a strategic renewal is required to enhance local capacities and ensure the sustainability of the destination. Objective: To propose guidelines for improving the management of the Havana destination, based on the study of its current level of development. Methodology:  The study is part of the project "Development and Competitiveness of the Cuban Tourism Product." A three-phase methodology was applied: environmental diagnosis using MAFE and MEFI matrices; strategic analysis through the SWOT matrix of cross-impacts; and formulation of improvement guidelines. The research combined fieldwork, document review, and validation with a panel of ten tourism sector experts. Results:  The findings reveal that Havana's external environment is unfavorable, with threats outweighing opportunities, and that internally the influence of structural weaknesses prevails. The absence of a destination management organization, the limited holistic vision of tourism stakeholders, deficiencies in e-commerce, and the weak alignment between supply and demand were identified. Consequently, six reorientation strategies were designed, focusing on stakeholder coordination, institutional restructuring, the creation of a tourism information system, strengthening the Havana brand, diversifying the offerings, and modernizing e-commerce. Conclusion:  The study demonstrates the urgent need to transform the tourism management of the destination Havana towards an integrated, participatory, and data-driven model. Implementing the proposed guidelines will allow progress toward a higher phase of development characterized by coherence between supply and demand, institutional efficiency, and sustainable competitiveness of the destination. General Area of Study: Social Sciences.Specific area of study: Tourism. Type of study: Original article.