In an attempt to revive the increasingly battered tourism sector, the Cuban regime has sealed a new agreement with the Russian agency Rus Cuba Dive to promote diving tourism in the Zapata Swamp, as announced during the International Tourism Fair (FITCuba 2025).
The contract, signed with Cubanacan Hoteles, aims to capitalize on the interest of the Russian market in recreational diving, particularly in areas such as Varadero and the Península de Zapata natural park, which has four specialized centers and a favorable environment for diving practice, reported the profile of Facebook "TTC Travel Trade Caribbean."
The strategy, the post claims, aims to diversify nature and adventure tourism services by offering packages specifically targeted at Russian clients.
This alliance occurs in a context of a drastic decline in the arrival of international visitors, marked by a 29.7% drop between January and March 2025, according to official figures from the National Office of Statistics and Information (ONEI).
During the inauguration of FITCuba on April 30, Prime Minister Manuel Marrero Cruz acknowledged the seriousness of the situation and announced a series of "reforms" aimed at revitalizing the tourism industry.
Among the measures are the leasing of tourist facilities to foreign entities; greater flexibility in payments in foreign currency; use of international cards and acceptance of dollars, euros, and Canadian dollars; elimination of the health fee at airports and marinas starting May 1; as well as new air operations and cash ticket sales.
However, many of these provisions had already been announced in previous years without any real impact on the tourism market.
The internal causes of the decline —blackouts, shortages, high prices, insecurity, and deterioration of services— remain unresolved, while the government insists on blaming the U.S. embargo solely for the crisis.
The new alliance with the Russian market is presented more as a survival alternative than as a structural strategy. Russia has been one of the few countries that has maintained a steady flow to Cuba, although it has also reduced its figures in recent months.
The announcement coincides with the promotion of other propaganda initiatives such as dolphin therapies in luxury hotels in Cayo Guillermo, or the relaunch of medical tourism, events that, according to experts, do little to reverse the widespread collapse of the sector.
Despite multiple warnings from tour operators, agencies, and travelers about the lack of minimal conditions for international tourism, the Cuban regime continues to evade responsibility, relying on occasional agreements and rhetoric of resistance that fail to reverse the structural crisis of the sector.
Between January and March 2025, Cuba received only 571,772 international visitors, far below the official targets and pre-pandemic levels.
The CEO of PriceTravel, Rafael Durand, summarized it bluntly: “There’s no way to get to Cuba. Tourists have lost confidence.”
While the island glosses over statistics and celebrates bilateral agreements, hotels are falling into disrepair, blackouts persist, the tourism infrastructure is collapsing, and Russian visitors recount terrifying experiences on the island, pushing the country further away from its competitors in the Caribbean.
Frequently Asked Questions about Tourism in Cuba and the New Alliance with Russia
What does the new agreement between Cuba and the Russian agency Rus Cuba Dive seek?
The agreement aims to promote diving tourism in the Zapata Swamp, diversifying tourist services to attract Russian clients interested in recreational diving.
Why is tourism in Cuba in crisis?
Tourism in Cuba is facing a crisis due to internal issues such as blackouts, shortages, high prices, and a widespread decline in services. The Cuban government blames the U.S. embargo, but does not address the internal structural deficiencies that drive away tourists.
What are the expectations of the Cuban government regarding Russian tourism?
The Cuban government hopes that Russian tourism will help revitalize the sector, as Russia is one of the few countries that has maintained a steady flow of tourists to Cuba, although there has also been a decline in recent months.
What measures is Cuba taking to reactivate tourism?
Cuba has announced the elimination of the health tax at airports and marinas, the leasing of tourist facilities to foreign entities, and greater flexibility in payments in foreign currency. However, many of these measures had already been announced previously without significant results.
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