Cataluña in Havana: a cultural excursion proposal for Old Havana

Abstract

Tourism, managed from a sustainable local development approach, improves the competitiveness of destinations and articulates the participation of the local population. In Havana's Historic Center, for several years now, local development proposals have been implemented that have the potential to contribute to the sustainable development model of the Office of the Historian. For the implementation of new tourism products, the key is to identify demand segments that value heritage and integrate cultural attractions into differentiated products that promote urban and social revitalization. One ethnic group with great influence on the city's heritage is the Catalans, although their tourism potential has not been fully exploited. The objective of the research is to design a travel-type tourism product that, through the Catalan heritage, promotes local development in Havana's Historic Center. For this purpose, a mixed and exploratory methodology was used, applying tools for environmental analysis, marketing mix and statistical methods. As a result, the touristic product Cataluña in Havana was designed, adjusted to the needs of the demand. In this way, the Historic Center of Havana is positioned not only as a cultural reference, but also as an example of how tourism can boost local development, consolidating a more equitable and resilient tourism model.