A video posted by Cuban content creator @kary_y_jony sparked debate on social media by labeling Varadero as an "overrated" tourist destination compared to other beaches in the country, such as Guardalavaca.
"Varadero is overrated," states the young woman at the beginning of the video, in which she explains that, although the city has many hotels and shops, access for ordinary Cubans remains extremely difficult. "All of us from the east dream of coming to Varadero, and I say dream because this is a luxury," she comments, while noting that Guardalavaca, although smaller and with less infrastructure, seems "prettier" to her.
The tiktoker invited her followers to debate which beach is more beautiful, leading to divided comments. Some users staunchly defended the beauty and fame of Varadero. “Varadero without a doubt,” one commenter said. Others, however, supported the creator's opinion. “For me, Guardalavaca. There are beautiful hotels and beaches,” noted an internet user. Other alternatives were even mentioned: “Better than Varadero is only Playa Pilar in Cayo Guillermo.”
A debate amid the tourism crisis in Cuba
Your opinion comes at a critical time for tourism on the island. Just days earlier, the same creator published another video showing empty streets in the heart of Varadero during the peak season, reinforcing the perception that the country's main tourist hub is experiencing a significant decline.
According to official figures, Cuba lost more than 300,000 visitors in the first five months of 2025 compared to the same period last year. Hotel occupancy barely reached 24.1%, and revenues in the sector fell by 21.5%. The contraction has been especially severe in the international tourist source markets, such as Canada, Russia, and the United States.
Experts and economists have characterized the situation as a "structural crisis" in tourism on the island, worsened by power outages, inflation, shortages of food and medicine, and the decline of basic services.
Meanwhile, the Cuban government continues to promote new hotel investments, although there are no visible results in the number of visitors or the quality of services.
Varadero or Guardalavaca?
The video by @kary_y_jony not only highlights the gap between official tourism marketing and the experience of the Cubans themselves, but it also raises a broader discussion about access and equity in enjoying national tourist destinations.
Varadero, located on the Hicacos Peninsula in the province of Matanzas, is the main sun and beach tourist destination in Cuba. With over 20 kilometers of white sandy beaches and turquoise waters, it offers a wide range of tourist services, including luxury resorts, golf courses, and water activities.
On the other hand, Guardalavaca, located in the province of Holguín in the eastern part of the country, is known for its natural beauty and more tranquil atmosphere. Its white sandy beaches and crystal-clear waters are surrounded by lush vegetation and offer opportunities for diving and ecotourism.
The conversation is open on social media, where an increasing number of Cubans share their experiences and preferences in a country where tourism seems more inaccessible than ever for most.
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