CUBA: WHAT NOW A LOOK AT THE TOURISM INDUSTRY IN THE NEW DYNAMIC (POST U.S. NORMALIZATION, POST TRUMP AND POST FIDEL CASTRO)

In 2014, Cuba and the United States announced the reestablishment of bilateral relations, the opening of respective embassy's, and engaged in discussions for opportunities to enhance bilateral economic and social reforms. These changes have had widespread implications, presenting opportunities and threats to many actors including Cuba, the U.S., the Caribbean, Canada and European companies and governments. In 2016, Fidel Castro, the leader of the Cuban revolution passed away, and although he had stepped away from the leadership role in 2008 and conceded power to his brother Raul, still had an indelible impact on the Cuban people and significant iconic presence and power for Cuba and the Cuban tourism industry. Now in 2017, Cuba faces an even greater uncertainty as President Donald Trump has won the U.S. presidential election and vowed to remove or re-negotiate the normalization of relations with Cuba. The present paper will focus on the changing landscape in Cuba and the impact that each of these events have and will have on Cuba, and specifically the tourism industry going forward focusing on the potential implications from economic, social and environmental impacts to Cuba, the U.S. and the Caribbean