Improvement actions for the sustainable management of the tourist destination Santa Cruz del Norte, in the province of Mayabeque, Cuba

Abstract

Tourism has established itself as a rapidly growing economic activity worldwide. In Cuba, this sector has evolved, although its development is not homogeneous throughout the country. In the municipality of Santa Cruz del Norte, the main tourism development zone of Mayabeque province, there is a problem centered on a poorly diversified offer due to the traditional sun-and-beach model, insufficient waste management, among other issues. With the aim of proposing improvement actions for the destination's tourism management, promoting its responsible and sustainable development, a comprehensive methodology was employed that included a literature review, fieldwork, and the application of analytical tools such as the Vester and Leopold matrices. The results showed that, while tourism generates employment and economic diversification, multiple activities generate negative environmental impacts. As a central proposal, an action plan was defined with short-, medium-, and long-term measures that include environmental monitoring, diversification of the offer toward ecotourism and scientific tourism, and sustainability certification, concluding that coordinated implementation and community participation are key to consolidating Santa Cruz del Norte as a competitive and sustainable destination.