The Minister of Tourism of Cuba, Juan Carlos García Granda, expressed his optimism regarding the recovery of the tourism sector during the winter season 2025-2026, despite the significant drop of 29.7% in the arrival of international visitors recorded in the first quarter of the year.
During statements to the press following the closure of the International Tourism Fair (FITCuba) 2025 at the Tropicana Cabaret, García Granda stated that the fair “exceeded expectations” not only in terms of organization but also due to the participation of over 1,500 foreign professionals and 2,573 nationals, including representatives from both the state and non-state sectors.
In total, 58 countries were represented at the 43rd edition of the fair, which took place at the Morro-Cabaña complex in Havana from April 30 to May 3.
The minister highlighted the positive feedback from tour operators regarding the quality of service provided during the previous winter season and stated that the measures taken, such as financing for suppliers and greater business autonomy, will enhance the sector's performance in preparation for the 2025-2026 winter.
“These actions are part of a path that is already yielding results,” he stated, while defending the inclusion of mechanisms such as the leasing of hotel facilities and a regulatory restructuring to promote foreign investment and competitiveness.
Likewise, García Granda emphasized the government's intention to deepen tourist integration with Latin America and the Caribbean, particularly through partnerships with countries of the Bolivarian Alliance for the Peoples of Our America (ALBA-TCP) on issues such as insurance and the marketing of destinations. He also expressed optimism regarding the Chinese market, describing it as “key” and with the potential to become one of the main sources of tourism to Cuba.
The FITCuba 2026 edition will be held in Varadero and will focus on beach and sun tourism, with Canada as the guest of honor, coinciding with the 80th anniversary of diplomatic relations between the two nations.
While the minister's speech suggested an imminent recovery, the data and previous reports call for a more cautious analysis.
The Cuban tourism industry has experienced a period of stagnation since the pandemic, with visitor numbers still not reaching 2019 levels, and a infrastructure affected by the economic crisis, lack of basic supplies, and an increasingly deteriorating service environment.
This is compounded by the persistence of power outages, connectivity issues, and internal restrictions that limit the competitiveness of the national private sector.
Data published by the National Office of Statistics and Information (ONEI) indicates that between January and March 2025, Cuba received 571,772 international visitors, 237,169 fewer than in the same period the previous year.
The decline is mainly attributed to the reduction in tourists from Russia, Canada, and the Cuban community abroad. Experts like economist José Luis Perelló estimate that Cuba will not reach pre-pandemic tourism levels until 2030, which represents a "lost decade" for one of the traditional engines of the island's economy.
Despite government efforts to attract more visitors, the lack of energy security, poor management of basic services, and competition from other Caribbean destinations with better services continue to pose significant challenges for the recovery of the sector.
The focus on markets such as China and Latin America also faces serious logistical challenges, such as limited air connectivity, the low visibility of Cuba as a safe and modern destination, and the geopolitical tensions that affect the island's international promotion.
Meanwhile, the perception of FITCuba as a successful showcase contrasts with the experience of many visitors who face high prices, a lack of services, and a limited range of offerings.
Frequently Asked Questions about the Tourism Crisis in Cuba
What measures is the Cuban government implementing to revive tourism?
The Cuban government is betting on financing suppliers, greater business autonomy, and leasing hotel facilities to improve the tourism sector. Additionally, regulations are being restructured to encourage foreign investment. However, these actions face challenges due to the deteriorated infrastructure and competition from other Caribbean destinations.
Why is tourism in Cuba still declining?
Tourism in Cuba continues to decline due to financial issues, shortages of supplies for hotels, loss of qualified personnel, and sanctions from the United States. Additionally, the perception of insecurity and the deterioration of services negatively impacts the arrival of tourists. The lack of reliable electricity and connectivity issues are also significant factors.
What are the tourism projections for Cuba for the winter of 2025-2026?
The Minister of Tourism of Cuba, Juan Carlos García Granda, has expressed optimism regarding a recovery of the tourism sector during the winter of 2025-2026. However, current data and the context of energy and economic crisis suggest that the recovery will be slow and faces multiple challenges.
What impact does the tourism crisis have on the Cuban economy?
The tourism crisis deeply affects the Cuban economy, as this sector has been one of the main sources of foreign currency income for the country. The decline in the number of visitors has resulted in a significant reduction in revenue, worsening the island's economic situation. The lack of effective investment and competition from other destinations are additional challenges.
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