On Monday, the Cuban regime reaffirmed its commitment to the recovery of tourism as the main driver of the national economy, highlighting the urgency of obtaining foreign exchange.
"To get what we need are foreign currencies," stated the Prime Minister, Manuel Marrero Cruz, during the annual review of the Ministry of Tourism in 2024, which included high officials from the government and parliament. This meeting served to analyze the performance of the tourism sector over the past year and to outline strategies for 2025.
"With this sector, we are betting on recovery, driving the economy of this country. What we need is foreign currency, and the largest source of foreign currency is tourism," urged Marrero Cruz in his speech, broadcasted by the National Television News (NTV).
Additionally, the Prime Minister emphasized the need for joint efforts among all sectors to restore tourism's role as the "engine of the Cuban economy."
“As tourism can recover its image, regain its quality, and generate more income, each of the ministries present here will benefit, and in turn, the country, the economy, and our population will benefit,” the leader added.
Figures that reflect the crisis
Despite official efforts, the data shows a still insufficient recovery. In 2024, Cuba welcomed 2,203,117 visitors, just 71% of what was expected and 90.4% of the figure achieved in 2023.
In this context, the regime attributes the difficulties to the "escalation of the blockade" by the United States, Cuba's continued presence on the list of state sponsors of terrorism, and the "media war" against the island.
However, Marrero Cruz urged the need to seek alternatives within the country and to be "more proactive" in attracting tourists.
Strategies to Recover the Tourist Image
The Cuban regime continues to bet on improving the international promotion of Cuba as a tourist destination, strengthening attention to tour operators and revitalizing the country's image in the global market.
"The revenues from tourism are the most tangible and reliable means we have to address the problems afflicting the population, and to achieve that aspiration for which we work tirelessly every day, which is to improve the quality of life and bring more prosperity to our people," stated the prime minister.
The meeting also emphasized the need to improve the quality of service, diversify the offerings, and increase air connectivity.
The Minister of Tourism, Juan Carlos García Granda, highlighted that in 2024, 132 international awards were received across 74 establishments, which, according to the official, demonstrates the competitiveness of the destination Cuba.
Moreover, he mentioned that currently there are nearly 30,000 hotel rooms and that 24 joint ventures are involved in the sector, of which 14 are active in investments and operations.
A declining tourism industry
Despite the government's attempts to promote the sector, various sources have pointed out that tourism in Cuba is in a deep crisis.
Recent reports highlight that the country recorded one of the lowest tourist arrivals in decades in 2024, with a drop of nearly 20% compared to initial expectations. The lack of quality in services, shortages of supplies, and the growing economic crisis have deterred visitors, who are opting for other destinations in the region.
Moreover, Cuban citizens have expressed skepticism towards the official rhetoric, pointing out that the country is in ruins and that tourism will not be enough to revive the economy. Disproportionate investments in the sector –14 times more than in health– have generated criticism, especially in the context of a humanitarian crisis.
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