While tourism in Cuba continues to plummet and authorities are desperately seeking alliances to revive the sector, the Cuban regime has found a new partner in Mexico to boost its struggling tourism model.
According to the official newspaper Granma, Mexico's Secretary of Tourism, Josefina Rodríguez, and the Cuban Minister of Tourism, Juan Carlos García, signed the Tourist Cooperation Action Program 2025-2028 in Mexico City. This program includes not only the creation of joint tourist routes but also professional training in hotel management and marketing, the organization of binational cultural events, and the exchange of experiences in digital promotion.
Both parties announced that they will also work on joint studies regarding tourism trends and on the design of promotional campaigns, prioritizing the use of social media.
Additionally, Cuba's participation in the American edition of the German ITB fair was confirmed, which will take place in Guadalajara in November 2026, while Mexico has been invited to the International Tourism Fair of Cuba 2026, where Canada will be the guest of honor.
The agreement comes at a critical moment for Cuban tourism. So far in 2025, the island has lost over 300,000 visitors compared to the previous year, according to official data, and the United States has just strengthened restrictions on tourism to Cuba under new measures imposed by Donald Trump at the end of June.
In parallel, Havana has ramped up its search for external financing, as evidenced by the recent engagements with the United Arab Emirates, where multimillion-dollar tourism investments are being negotiated in areas such as Cayo Largo del Sur.
During his visit to Mexico, García acknowledged to tour operators that his government anticipates that the Aztec nation will once again become one of the main sources of tourists to Cuba, although the decline in purchasing power on the island and the deterioration of hotel infrastructure remain significant structural barriers difficult to disguise with diplomatic agreements.
Despite the optimistic headlines, Cuban tourism remains far from its goals and increasingly relies on international agreements and specific aid designed to support an industry in clear decline.
Frequently Asked Questions about Tourism in Cuba and Its Relationship with Mexico
What is the objective of the tourism agreement between Cuba and Mexico?
The agreement aims to boost Cuban tourism through cooperation with Mexico. This agreement includes the creation of joint routes, training in hospitality and marketing, and the exchange of experiences in digital promotion, all with the goal of revitalizing the Cuban tourism sector, which is currently in decline.
Why is tourism in Cuba in crisis?
Tourism in Cuba is in crisis due to several factors, including restrictions from the U.S. government, energy crises, and the deterioration of hotel infrastructure. Additionally, there is a decline in the number of visitors from key countries such as Russia and Canada, along with structural problems in the Cuban economy.
What actions does the agreement with Mexico include to promote tourism in Cuba?
The agreement includes the creation of joint tourist routes and professional training in hospitality and marketing. It also encompasses the organization of binational cultural events and the development of promotional campaigns, prioritizing the use of social media to attract more tourists to Cuba.
How does the energy crisis affect tourist infrastructure in Cuba?
The energy crisis significantly affects the tourist infrastructure in Cuba, causing blackouts and deterioration in basic services. This situation leads to complaints from tourists and complicates the recovery of the sector, while the government prioritizes the use of generators in hotels to mitigate the impact on tourism.
What role does the International Tourism Fair play in Cuba's strategy to revive tourism?
The International Tourism Fair is used as a platform to project a positive image of Cuba as a tourist destination. Despite the internal crisis, the Cuban government aims to attract tour operators and invited countries to establish partnerships and promote tourism, although the actual conditions of the country do not always reflect the official optimism.
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