In the context of FitCuba 2025, the president of the Spanish hotel group Iberostar, Miquel Fluxà Rosselló, assured Cuban Television that he remains confident in the island's tourism potential.
"We believe that things can improve in Cuba, and the development of tourism can achieve that," said the businessman, who has been operating in the country for over three decades and stated that he feels "respected and loved" by the Cuban people.
Her words contrast with the actual state of the tourism industry in Cuba, which is going through one of its worst moments.
Data from the National Office of Statistics and Information (ONEI) indicates that between January and March 2025, the country received only 571,772 international visitors. This represents a decrease of 29.7% compared to the same period the previous year.
Iberostar's Optimism vs. Structural Crisis
Fluxà reiterated Iberostar's commitment to the urban tourism segment, stating that "we are trying to do things with the best intentions and the highest quality."
Currently, Iberostar operates 20 hotels in various tourist destinations in Cuba and will be renovating several of its facilities, including updates to the lobby of the Origin Taínos hotel in Varadero and the reactivation of services and offerings in other locations.
However, the actual conditions faced by tourists on the island challenge the narrative of progress. Many guests report experiences that are far removed from these ideals of perfection in the hotels.
Complaints about the deterioration of infrastructure, lack of maintenance, poor service, and shortages of basic products, including food options in the Iberostar resorts in Cuba, are constantly found on platforms such as TripAdvisor, Google Reviews, and social media.
Renovations that are not enough to attract travelers
Iberostar's corporate discourse focuses on resilience and long-term commitment. "What matters is not doing things out of obligation, but out of devotion," said Fluxà, who believes that his team "cares about the company" and does "everything possible" to train and motivate the employees.
However, the economic and logistical context of the island does not facilitate the changes that international chains intend to promote. There is no energy stability, nor basic supplies in the facilities. Renovation plans risk becoming empty promises.
The lost decade of Cuban tourism
The critical situation of Cuban tourism is not new. Experts like economist José Luis Perelló believe that recovery is not anticipated before 2030, describing this period as a "lost decade" for one of the sectors that has historically contributed the most foreign currency to the country.
In this scenario, Fluxà's optimism, although valuable from the perspective of foreign investment, seems to clash with a much harsher reality, where there are many hotels lacking basic conditions, semi-empty airports, and an infrastructure that, rather than being renewed, is crumbling.
Frequently asked questions about the tourism crisis in Cuba and the visit of the president of Iberostar
What is the current situation of tourism in Cuba in 2025?
Tourism in Cuba is experiencing one of its worst crises in decades, with a 29.7% drop in the arrival of international visitors during the first quarter of 2025, compared to the same period the previous year. Issues such as product shortages, lack of maintenance in hotel infrastructures, and a decrease in flights are severely impacting the sector.
What has the president of Iberostar declared about the situation in Cuba?
Miquel Fluxà Rosselló, president of Iberostar, expressed his optimism about Cuba's tourism potential during his visit to FitCuba 2025. Despite the current crisis, he remains confident that with proper development, Cuba can improve its tourism situation.
What factors have negatively affected tourism in Cuba?
Several factors have affected tourism in Cuba, including a lack of maintenance in hotels, air connectivity issues, frequent power outages, and shortages of basic products. These problems have led to a decline in tourists' confidence in the island as a travel destination.
What measures has the Cuban government taken to try to revive tourism?
The Cuban government has announced several measures to try to revive tourism, such as incentives for foreign investment, elimination of health fees at airports, and the promotion of new tourism modalities. However, these measures are often repeated promises that have not succeeded in reversing the decline in tourism.
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