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The Market<P> In 2016, Cuba broke new records for foreign arrivals to the country, with 4 million visitors coming to the island – this total is on track to be surpassed in 2017. While the number one foreign arrivals are from Canada (topping 1 million), US arrivals were up by 168% in 2016 from the year previous and there was significant growth in arrivals from the UK. Meanwhile, people arriving on organized tours was up 12% and those arriving on private boats and cruises was up 333%. <P> Regardless of the fine print in President Trump’s regulations regarding US travel to Cuba (to be issued September 15), US arrival numbers will remain healthy – between those who come through third countries and those traveling legally on ‘people-to-people’ tours and for educational and research purposes. Trump has said that the cruise agreements between US and Cuba will not be affected by the new regulations. <P> Given these numbers and realities, we see the market as follows: <li> Individual Canadian travelers (leading the list of people who travel to Cuba, some 1 million a year) <li> Individual US travelers <li> US travelers on people-to-people tours <li> Individual travelers from other English-speaking countries including the UK and Australia <li> Cruise passengers <li> Study abroad participants – there are over two dozen US universities with semester abroad programs in Havana; the overwhelming majority of these students are women <li> Repeat and past visitors – easily tapped into via my extensive reach and network (between the author’s blog and professional social media platforms, she has over 5000 followers) <li> Cuba Libro supporters (the updated mailing list is 1000+ individuals) <li> Diplomatic staff, NGO workers and expats in Cuba <P> Marketing<P> In addition to using the author’s blog and professional social media network to publicize the book, we will provide relevant releases and information to: <li> Authorized travel service providers (hundreds of these agencies can legally run people-to-people tours to Cuba from the USA) <li> Canadian and European travel agencies and companies running tours to Cuba <li> Lonely Planet and other publishers with whom the author has non-competing titles <li> University coordinators of study abroad programs <li> Academic publishers of Cuban-related titles (there are several that have entire series dedicated to Cuba like the University Press of Florida) <li> Ocean Press – publishes almost all non-fiction Cuba titles in English <li> Cuba Libro mailing list <li>NGOs with ongoing collaboration with Cuba (e.g. Center for Cuban Studies, Environmental Defense Fund, the Ocean Foundation) <li> Sister City organizations with collaboration in Cuba (e.g. Madison WI-Camaguey; Pittsburgh-Matanzas; Brunswick ME-Trinidad) <li> Accredited press in Cuba (the author has an email list) <li> US and European press who have interviewed the author in the past <li> Book launch and reading at Cuba Libro in Havana <li> The author regularly does print, radio, and TV interviews from Havana and will mention the title in each one she does from now on.

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