The rapid growth of the Cuban tourist industry into the island's main currency generator fostered the emergence of new tourist stakeholders, from both the public (state-owned tourist facilities) and private sectors (micro-enterprises or cuentapropistas). It is crucial to understand how new participation and new organisational structures in the industry can shape and enhance the long-term sustainability of tourism in Cuba. A case study of an emergent alternative tourism destination in Western Cuba (Vinales Valley) reveals complex and striking relationship patterns between stakeholders. In particular, the degree of participation in the industry by the region's various tourism entities is highly uneven, with state entities dominating, as expected. My discussion of the findings suggests that Cuba could draw from its experience in creating well-organized networks of mass organizations to foster a climate of trust and the increased participation among tourist stakeholders.

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