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Cuba faces a challenging landscape in terms of tourism, according to Rafael Durand, CEO of the online agency PriceTravel, who believes that the island will need to navigate multiple obstacles to regain the confidence of international travelers.
In statements to the specialized media REPORTUR.co, Durand stated that the lack of air connectivity and the structural problems of the island negatively impact its positioning compared to other Caribbean destinations.
"Cuba has a very challenging plan in the coming years to regain travelers' trust and has much to offer even in terms of connectivity, there's no way to get there," stated the executive, head of one of the leading travel agencies in Latin America.
Durand also mentioned the internal challenges facing the island, noting that the crisis of supplies and services directly impacts the tourist experience.
Let's forget about tourism; I believe that residents faced much more immediate challenges: electric power, essentials, water, and food. "I do think that this greatly discouraged Cuba as an interesting destination for the regional Caribbean traveler," he said.
In contrast, Durand highlighted the growth of other Caribbean tourist markets such as the Dominican Republic, Aruba, and Curacao, whose indicators show a positive trend.
"What we have seen is that in this Caribbean context, the one that has done best is the Dominican Republic... we see very positive numbers with them; Aruba, we see very positive numbers; with Curacao, we see less encouraging numbers in Jamaica," he explained.
In the post itself, many users supported the executive's statements and shared their negative experiences as tourists on the island.
In my opinion, Cuba has a big problem and it is the behavior of the people, caused by necessity. They pressure you to get every last dollar and they deceive you as soon as you let your guard down. That, combined with hotels suffering from shortages, says it all, wrote a reader.
Another added: "Very deficient airports. Transport in poor condition. Expensive hotels with little food. Long and frequent blackouts. And increasing insecurity".
A user was even more emphatic, claiming to have been "completely scammed" during their visit. "I'm sorry for your people, but the corrupt regime has destroyed a beautiful country. They sell products only in dollars at ridiculously inflated prices. They have ruined an entire country that is starving, buildings are falling apart, and the government is filling its pockets."
These testimonies reflect a widespread sense of disillusionment that, according to experts, is one of the main challenges that Cuban tourism must confront if it hopes to reconnect with the international market.
According to official data, tourism in Cuba has dropped by 30% in 2025 so far compared to the same period last year. The Cuban government has acknowledged that the tourism crisis will continue, with a projection of 2.6 million visitors, a figure lower than pre-pandemic levels.
Similarly, Cuba's air connectivity has deteriorated significantly. Several international airlines have reduced or canceled their flights to the island due to low demand and operational issues.
For example, the German airline Condor will cease all operations to Cuba starting in May 2025, eliminating the only direct air connection between Germany and the island.
Additionally, the Swiss airline Edelweiss Air canceled its flights to Cuba in March 2025, citing decreased demand and operational difficulties at Havana Airport.
Although some airlines have tried to maintain connections with Cuba, such as Iberojet with its Lisbon-Santa Clara flight, these initiatives have not been enough to counteract the overall trend of reduced air connectivity.
Rafael Durand's statements align with other experts who warn that the recovery of tourism in Cuba could be delayed until 2030, due to the lack of an effective tourism development plan and dependence on the U.S. market.
Frequently Asked Questions about the Tourism Crisis in Cuba
Why has tourism in Cuba decreased?
Tourism in Cuba has decreased due to a lack of air connectivity, a crisis in supplies and services, and insecurity. These issues, combined with competition from other Caribbean destinations, have led to a 30% drop in tourist arrivals in 2025. Additionally, the negative perception from visitors' poor experiences has impacted confidence in Cuba as a tourist destination.
What are the main problems facing the tourism sector in Cuba?
The tourism sector in Cuba faces challenges such as shortages of supplies, frequent power outages, deterioration of infrastructure, and lack of air connectivity. These factors have diminished the quality of the tourist experience, discouraging travelers. Additionally, the economic crisis and competition with other more attractive Caribbean destinations further complicate the situation.
How does the lack of air connectivity affect tourism in Cuba?
The lack of air connectivity in Cuba has led to the cancellation of flights from several international airlines. This has significantly reduced access options to the island, discouraging potential tourists and contributing to the perception of Cuba as a difficult destination to reach. Low demand and operational challenges at Cuban airports further exacerbate this situation.
What measures is the Cuban government taking to revitalize tourism?
The Cuban government is trying to enhance international promotion and increase air connectivity. However, these efforts are hindered by the structural and economic deficiencies of the country. The regime has emphasized the need to obtain foreign currency through tourism, but faces criticism for the lack of an effective tourism development plan.
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