The announced measures include implementing structural reforms and international cooperation projects such as leasing state-owned tourism facilities. Updates to the legal framework are also being planned to allow operations in foreign currency and the acceptance of international credit cards, all with the goal of attracting investment and improving the destination’s competitiveness.
The decline in Cuban tourism is not a recent development. After reaching a record 4.7 million visitors in 2017, numbers began to drop in the following years—4.2 million in 2018 and 4.6 million in 2019. The COVID-19 pandemic exacerbated the crisis, slashing arrivals to just over a million in 2020 and only half a million in 2021. Although there was a slight recovery in 2022 and 2023 with 1.6 and 2.4 million tourists respectively, 2024 marked another step backward.
Experts like economist José Luis Perelló warn that Cuba is experiencing a “lost decade” for tourism and predict that the country will not return to pre-crisis levels before 2030. The causes are manifold: in addition to sanctions, experts point to rising competition from other destinations, Cuba’s internal economic struggles, frequent power outages, poor hotel services, fuel shortages, and a sharp reduction in flights to the island.
Despite the bleak outlook, major Spanish hotel groups continue to place their bets on Cuba’s tourism potential. Alexeis Torres, Marketing Director for Iberostar in Cuba, admitted that 2025 has been a difficult year, especially during the peak winter season targeting the Canadian market. Still, he expressed hope for a better summer. Meanwhile, Maite Artieda, Director of Marketing and Communications for Meliá Cuba, reaffirmed the company’s commitment to the destination, highlighting its 35 years of experience on the island.
In this context, the Cuban government is seeking to diversify its source markets and has strengthened ties with China. The recent launch of direct flights by Air China and the lifting of visa requirements for Chinese citizens led to a 50% increase in visitors from that country in 2024, defying the general downward trend. Nevertheless, relying on a single market is not enough to reverse the decline, and Cuban authorities are aware of the need to attract a broader range of international tourists.
The structural reforms announced represent Cuba’s attempt to adapt to the new realities of the global tourism market. Easing regulations, opening to foreign investment, and upgrading infrastructure are steps in that direction. However, the success of these measures will depend largely on the country’s ability to overcome the internal and external challenges that have weighed down its tourism industry in recent years.
