While a significant part of the Cuban tourism system is suffering from shortages, structural deterioration of its hotels, and technological instability, a joint venture created between Agencia de Viajes Tumey (China) and Grupo de Turismo Gaviota (Cuba) has launched a modern mobile application designed exclusively for Chinese tourists.
The idea aims to attract visitors from Asia through a technology integration model that paradoxically operates well above the actual conditions of the tourist infrastructure on the island.
According to its general director, Chen Yang, Canal Caribe, the application integrated with a Chinese social network, allows for real-time hotel reservations in Cuba by connecting directly with the property management systems (PMS) of the establishments.
All the process is conducted in Chinese, including a 24/7 customer service and the ability to make payments from China, without the need to manage currencies or transactions within the country. An ambitious digital leap, although disconnected from the average tourist's experience in Cuba.
While investing in technology targeted at the Asian market, many hotels in the country operate with recurring failures in their electricity supply, lack of maintenance, and shortages of basic supplies. The contrast between this commitment to hyperconnectivity and the precarious physical environment that many visitors encounter, and that workers in the sector face daily, is hard to ignore.
The strategy, presented as part of a comprehensive program to increase the influx of Chinese tourists, also includes the export of an idealized image of Cuba.
Last November, Yang pointed out, a restaurant featuring "traditions of Cuban cuisine" was opened in China, adorned with decorations inspired by Old Havana, where Cuban tobacco is sold and accommodations "with Caribbean design" are offered. It serves as an exotic mirror for the visitor, while several heritage neighborhoods in the Cuban capital continue to sink among the rubble.
This effort is part of a broader strategy to attract Chinese tourists, which includes the visa exemption for Chinese citizens and the promotion of Cuba at international fairs such as the one in Shanghai. However, despite these initiatives, visitor numbers remain low. In the first months of this year, tourism in Cuba saw a significant decline, particularly impacting key markets such as Canada and Russia.
The diplomatic relations between China and Cuba will celebrate 65 years in 2025, and this anniversary serves as a prelude to expanding more bilateral projects. The joint venture has announced Chinese investments in solar energy, electric cars for tourist transportation, and e-commerce, all aimed at enhancing the visitor experience. Nothing has been mentioned about how, or if, these technologies will impact the quality of life for Cubans or provide equitable access to tourist services.
As part of the strategy, a FAM group is being arranged, consisting of Chinese travel agencies that will visit the island during the International Tourism Fair, FitCuba 2025, in an effort to position Cuba as an attractive destination in an increasingly competitive market.
However, the challenge is not just to attract Chinese tourists, but to do so without further deepening inequalities and without continuing to mask a tourism model whose façade seems increasingly disconnected from its reality.
Frequently Asked Questions about Chinese Tourism in Cuba and the Situation of the Tourism Sector
What is the new app launched for Chinese tourists in Cuba?
The new application is a tool developed by a joint venture between the Tumey Travel Agency from China and the Gaviota Tourism Group of Cuba, which allows Chinese tourists to book Cuban hotels in real time. The app is in Chinese, offers customer service 24/7, and enables payments from China, eliminating the need for monetary transactions in Cuba.
What is Cuba's strategy to attract Chinese tourists?
Cuba's strategy to attract Chinese tourists includes visa exemptions for Chinese citizens, promotion at international fairs, and technological improvements. Additionally, the goal is to project an idealized image of Cuba through themed restaurants and investment in tourist infrastructure, although the reality of the sector on the island presents many deficiencies.
What is the current state of the tourism infrastructure in Cuba?
The tourism infrastructure in Cuba faces serious issues such as supply shortages, structural deterioration of hotels, and failures in the electrical supply. Despite investments in technology and new projects, many hotels lack maintenance and essential supplies, which contrasts with efforts to attract foreign tourists.
How does the energy crisis affect the tourist experience in Cuba?
The energy crisis in Cuba negatively impacts the tourist experience due to frequent blackouts that affect both locals and tourists. Although donations have been received from China to improve the situation, long-term structural solutions are still pending.
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