Cuba tries to entice more tourists to the Caribbean island

“The reality is that U.S. travel to Cuba is in its nascent stages, and all the players are still learning how to make it work,” the report read.

“Success, as with most things Cuban, will require unusual – and often unorthodox – approaches”. 

BCG did not address the uncertainty cast by the election of President Donald Trump who has threatened to row back on the normalisation of relations. 

The Cuban government aims to double hotel capacity by 2030 through partnerships with foreign companies, it pointed out. So far, Starwood is the only US hotel company operating in Cuba.