Despite the clear collapse of tourism in Cuba, the state hotel group Gran Caribe has announced ambitious investments in the renovation of luxury facilities and the preservation of natural spaces, as part of its strategy to “strengthen the image of the tourism product” and "consolidate the prestige" achieved during its more than 30 years of operation.
According to information published by the Canal Caribe, during FitCuba 2025, which was recently held, the state-run chain presented its roadmap for the year, highlighting major renovations in iconic hotels such as the Jagua in Cienfuegos, the relaunch of Sol Cayo Coco in partnership with the Spanish company Meliá, and the transformation of the 14th floor of the Deauville hotel into an exclusive dining space.
Moreover, he announced the revitalization of the Escaleras de Jaruco Natural Park in Mayabeque, featuring trails, climbing areas, canopy activities, and camping, as part of an ecotourism proposal aimed at international visitors, amidst one of the most severe economic crises the country has faced since the 1990s.
Similarly, a new management contract was formalized with Blau Hoteles for the Las Morlas hotel in Varadero, in an effort to attract European visitors in a global context that prioritizes more accessible and stable destinations.
It seems that the 30% drop in tourist arrivals compared to the same period in 2024 has not stopped the plans of the Ministry of Tourism, which continues to embellish the image of the country as a safe and exclusive destination, ignoring the figures that reflect a constant slowdown since the pandemic and the increasing migration of tourists to the Dominican Republic, Mexico, or Colombia.
An official note from MINTUR published in March admitted that the goal of 3.5 million tourists by 2025 is already “very difficult to achieve”, which casts doubt on the feasibility of new hotel investments targeting international markets that are currently turning their backs on the Island.
All of this while the regime, in the voice of Prime Minister Manuel Marrero Cruz, disavows responsibility for the crisis in the sector and once again blames the U.S. "blockade".
Gran Caribe claims to be "repositioning its tourism product," but its plans do not consider domestic tourism or the real recovery of the sector, but rather maintaining the facade for fairs and reports.
The group's own Vice President of Marketing, Yosjady Ferrer García, acknowledged that there are "many surprises" still to be announced for this year, as part of the celebration of the 150th anniversary of the Hotel Inglaterra and the 95th anniversary of the Hotel Nacional de Cuba, both establishments primarily reserved for foreign tourists or official visits from the regime.
While executive floor breakfasts and climbing competitions are being announced, the country is suffering from daily blackouts, food shortages, paralyzed transportation, and rampant inflation. In this context, the tourist renovations seem disconnected from the real urgencies of the population.
Frequently Asked Questions about the Tourism Crisis in Cuba and Hotel Renovations
Why is Grupo Gran Caribe investing in luxury hotels amidst the tourism crisis in Cuba?
The Gran Caribe Group aims to "strengthen the image of the tourism product" and "consolidate the prestige" of its hotels despite the collapse of tourism in Cuba. The strategy includes renovations in iconic hotels and proposals for ecotourism, although it does not address domestic tourism or a real recovery of the sector.
What are the main challenges currently facing tourism in Cuba?
Tourism in Cuba faces challenges such as financial issues, supply failures for hotels, loss of qualified staff, and sanctions from the United States. Additionally, the deterioration of infrastructure, the declining perception of safety, and the lack of adequate investment further complicate the situation.
What impact does the tourism crisis have on the Cuban economy?
The tourism crisis deeply affects the Cuban economy, as tourism has traditionally been one of the main sources of foreign income. The decline in tourist arrivals has significantly reduced sector revenues, worsening the economic situation of the island.
How is the Cuban government responding to the tourism crisis?
The Cuban government has attempted to diversify its tourism offerings and seeks to generate more revenue through innovation. However, the lack of a clear and effective strategy, along with the insistence on blaming the U.S. "blockade," has hindered the recovery of the sector.
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