Design of the tourist product "Cayo la Virgen".

The tourist industry is growing steadily and due to the benefits it generates, destinations with substitute products are rapidly emerging, thus provoking that the competition in the market is stronger and stronger and new differentiating offers are required. Holguín stands out among Cuban destinations for having a great variety of differentiating attributes, however, a significant number of them are not exploited by tourism. Among these is Cayo de la Virgen, a site located in Nipe Bay and where the discovery of the Virgin of Charity took place, which was declared a National Monument in 2013 due to its relevance for the Cuban people. In order to add novel offers that are attractive to customers and respond to their changing needs, the present research is carried out with the aim of designing the tourist product "Cayo la Virgen". As a fundamental result, a product design proposal was obtained, oriented to commercialize attractions that are not currently exploited and to satisfy the new market trends.