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I'm sure the Canadians and Europeans would prefer to see the crowds be smaller, but Americans are closer, and it's better for Cubans if they can get Americans to come. As you know, Cuba is ruled by a communist regime, therefore most services for tourists are either owned by the government or by joint ventures the government has with multinational corporations, which invest in hotels and restaurants. Therefore at this time whatever "junk food outlets" exist are there because the Castro regime allow them. The government does seem to like joint ventures with foreigners, therefore it's up to them to figure which foreign companies they sign deals with.
Unfortunately for Cubans, in their communist workers' paradise, they are not allowed to enter into such ventures as individuals, other than to offer minor services - and Cubans working for the joint ventures are practially serfs whose labour is sold to the foreign venture at a price set by the government, which is quite a bit higher than the salary the person receives.
Once the communist regime falls, I'm sure many of them, funded by wealthier relatives living overseas, will enter the business, and tourism in Cuba will boom, and bypass the predatory central government bureaucracy - which after all is what makes a communist regime so inefficient.
The key, as you say, once Cubans are free of communism, is for the new government to maintain controls, their focus should be to allow new construction and investment, but make it tasteful and meeting a certain standard consonant with the old look cities and towns have in Cuba.
For example, in the town of Banff, in Canada's Rocky Mountains, the single McDonald's has a small golden arch on the door, plus one on the window... The building itself and the storefront look like an old one from the early 1900's, thus keeping the same style as the rest of the town.
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