The impact of a free Cuban tourism market will be substantial, with great potential—especially over the short term—to draw market share away from other Caribbean destinations and even tourism destinations on the U.S. mainland. The magnitude and nature of this impact will be determined in large measure by strategic decisions that must be faced now and in the near future—both by Cuba and its Caribbean competitors (or partners). Regional approaches to tourism planning, development, and marketing offer some promise for “growing” the Caribbean regional tourism pie, rather than simply cutting smaller slices from the existing pie
